Singaporeans may be islanders by definition, but we move like New Yorkers—always hustling, always chasing. We crave escape yet often look abroad, forgetting the charm of our own shores. Tanjong Beach Club presented an opportunity to challenge that assumption.

We reframed Tanjong Beach Club around a simple idea: the island state of mind doesn’t require a flight. It can exist alongside city life. A place where energy and ease coexist, and where moments of release are built into the everyday.

This strategic shift anchored the entire transformation. Rather than treating the project as a cosmetic refresh, we built a cohesive brand system that aligned architecture, interiors, visual identity, programming, and communications into one clear expression of urban beach culture.

Our role was that of a conductor—shaping the overarching vision and ensuring every discipline moved in sync. We commissioned AKIN ATELIER and directed the spatial refresh so the environment could transition naturally across the day: calm and open in the morning, social by afternoon, electric by dusk.

In collaboration with Studio Ongarato, the visual identity was overhauled to feel more confident and current. Local partners including Aeropalmics, Studio Yono, This Humid House and WASTD were brought on to deepen the cultural texture of the project. Beyond design, we developed programming frameworks and influenced F&B positioning to support relevance across multiple dayparts, strengthening both experience and commercial sustainability.

The result is not simply a refreshed venue, but a rejuvenated brand with renewed cultural and commercial relevance. It shows how aligning strategy, design, and programming can future-proof an established destination.