For hotel rebrand projects in Singapore where space is a premium, our role as a hotel interior design company is to audit what stays, what goes, and what’s structurally set in stone. Budget and sustainability must also be considered. Do we reuse, retrofit, or adaptively reuse? Or do we rip out and replace for a clean slate? If staff and guests are attached to the old identity of the previous brand, how do we sensitively attend to the legacy and unspoken emotional connections? 

These are the questions interior design firms ask ourselves when we analyse what a hotel rebrand entails and what part design plays. Not all of these considerations are relevant to every project. But as a translator between a hotel’s commercial goals and the guest experience in a rebrand, the practical reality is a key driver of the project. Here, we answer questions relevant for a recent project.

Days Inn by Wyndham Novena: A Case Study

Days Inn by Windham Novena lobby reception counter

A partnership between WorldWide Hotels and Wyndham Hotels & Resorts, Days Inn by Wyndham Novena opens its doors in August 2026. The hotel is one of several recent examples of hotel rebrands in Singapore. Formerly Value Hotel Thomson, Days Inn by Wyndham Novena is a mid-range hotel that caters to leisure, business, and also medical tourists, reflecting a broader trend of medical tourism in Singapore. The hotel is located close to top medical facilities such as Mount Elizabeth Novena Hospital, Thomson Medical Centre and Tan Tock Seng Hospital.

The design language of Days Inn by Wyndham Novena is largely locally adapted rather than having to strictly abide by the identity of the worldwide brand. We proposed a new colour scheme for the facade to align with the rebrand. As with any hotel, the guest experience begins even before they enter the building, but the lobby is where it truly begins. Since it sets the tone for the entire guest journey, one key design intent for the hotel lobby design was to elevate its luxe level.

Materials are key to creating an upscale feel. We used finishes like gradated effects paint strips on the walls and bronze metallic ripples on the ceiling feature to inject more interest into an otherwise flat plane. As the reception counter is central to the arrival experience, we picked out bookmatched Hermes Grey marble for its silvery grey tonality and dramatic chevron-like veins. It stands out from the space, a clear destination as one moves through the lobby. 

Additionally, rounded corners are applied to the ceiling features and other design elements and furnishings in the lobby and the guest rooms. These soften the overall feel while also enhancing the sense of space and comfort. In the lobby, some existing feature walls have been retained and blended into the new design concept, giving a sense of familiarity to the staff and guests of the former hotel. 

Designing for Memorability 

Days Inn by Windham Novena lobby IG corner and hydration station

With the advent of social media in people’s lives, what guests look for has also evolved. How does design support guests' experience of the space? Beyond the arrival experience, wayfinding, and comfort, we considered what would make a space memorable. As Singapore luxury interior designers, sensory details that play a major role – lighting, visual elements and experiential elements – are within our domain.

An Instagram corner was conceptualised for guests. We situated it in a nook, where guests can snap perfect photos and videos for reels comfortably. Ceiling-mounted benches that look like swings and tropical wallpaper give a nod to Singapore’s lush outdoors.

Built for Comfort and Well-Being

The guestrooms comprise a mix of windowless inward-facing rooms and rooms with windows. For inward-facing rooms, we added wall-to-wall images of popular tourist attractions in Singapore to brighten the interiors. Regardless of the room type, every room is well-equipped with a comfortable table, a must-have for business tourists. This was made possible by converting the bay window into a table with seating. A fridge, a safe, an open wardrobe, and a wall-mounted television complete the room for comfort, whether for medical or leisure tourists. 

The scope of the hotel design also includes updating the walls and ceiling in the lift lobby and corridors, redesigning the lift car interiors, and replacing the sanitary wares and fittings in guest bathrooms. We also refreshed the pool and pool deck, landscape deck and other common spaces like the public restrooms on the first and seventh floors. These updates were made while keeping the room sizes and ceiling heights unchanged.

Notably, we fitted out an indoor gym and conceptualised a canopied outdoor gym with Technogym equipment. Not only does this reflect a growing focus on wellness amenities in hotel design, it also aligns with the rising popularity of Hyrox and interest in fitness.  

Days Inn by Windham Novena - outdoor gym with Technogym circuit training equipment set against the cityscape backdrop

Days Inn by Windham Novena - work out in the outdoor gym or cool off in the pool

Why Interior Design Matters to a Hotel Rebrand

In addition to modernising outdated interiors, interior design can help a rebranded hotel meet its key objectives. These goals include improving market positioning and brand perception, increasing revenue or attracting new guest segments.

Ultimately, though, whether they are business, medical or leisure travellers, hotel guests are drawn to something more than aesthetics. They are looking for signals of trustworthiness, relevance and emotional connection. 

Physical upgrades and structural improvements are only one part of what a hotel rebrand communicates. In the end, the designer’s job as a translator is complete only when the guest feels it through the overall experience that design creates the foundation for. 

Our hospitality projects include Hotel Mi Rochor and the award-winning Venue Hotel Joo Chiat. See more of our commercial projects here.