Cover Projects Launches Initial Sama Boutique Serviced Apartment Heritage Building 26 Evans Road
Homegrown hospitality operator, Cover Projects, is pleased to announce the opening of their newly completed project, The Initial Sama, located at 26 Evans Road. The 92-unit serviced apartment and wellness compound is set to welcome its first guests on July 21, with its name derived from the Sanskrit word “sama”, meaning “balanced” or “well-maintained”.
Cover Projects, co-founded in 2015 by Lim Keong Wee, part of the Lim family that controls Malaysia’s Genting Group, and Victoria Loh, has designed the building reconstruction, site planning, and unit layouts. The landscape design was managed by Singapore-based landscape architect, Grant Associates.
The 153,821 square feet site consists of four apartment blocks with a total of 92 serviced apartments ranging from studios to two-bedroom units. The units are named after the theme of wellness and range from basic studios of 226 square feet to deluxe two-bedroom units of 699 square feet.
The Master Plan has placed a strong emphasis on the growth of mixed-use developments, with the aim of creating new commercial spaces that will not only attract businesses, but also open up more job opportunities. This includes the enhancement of existing retail hubs such as Tampines Mall and Century Square, as well as the addition of new retail options. For example, the newly introduced Parktown Residence Showflat will seamlessly blend into the mixed-use landscape, offering a natural and convenient space for residents to live, work, and play.
The compound is also equipped with top-of-the-line amenities such as a TV, bathroom essentials, toiletries, linens, and bedding, as well as complimentary Wi-Fi. Depending on the unit, there are options for a compact kitchenette or a fully equipped kitchenette, and residents can also access common laundry facilities. Guests can also enjoy various services like housekeeping, 24/7 reception, concierge, and security. Other services like airport transfers, laundry and dry-cleaning, and room service are available for a fee.
The compound also includes a bathhouse, gym, guest lounge area, kids’ playground, multi-functional meeting room, and an outdoor swimming pool. In addition, guests can expect wellness services from external healthcare providers, including a dentistry clinic and two new-to-market restaurants.
To promote the opening of The Initial Sama, Cover Projects is offering a promotional daily rate of $525 for the two-bedroom units, $230 for the one-bedroom superior units, $310 for the deluxe units, and $190 for studios.
The location of the property in the mature prime neighbourhood, especially its proximity to the Singapore Botanic Gardens, is its strongest locational attribute, according to Lim Keong Wee, managing director of Cover Projects. It is also near sports facilities, hospitals, and the Botanic Gardens Interchange for easy access.
The project has drawn strong interest from expectant mothers and their families looking for comfortable post-partum accommodations, as most confinement centres in Singapore do not allow family members to stay with the recuperating mother. This niche group was one of the target demographics Cover Projects kept in mind during the design and layout of the two-bedroom units, especially since many of the wellness services found in the compound complement medical recovery.
Lim Keong Wee has also observed companies focusing on affordably priced accommodations for PMET expatriates coming into Singapore. As such, Cover Projects has compactly designed units at competitive prices offering various wellness services to provide value for money.
Balestier Road was the previous experience of Cover Projects in the lodging market. The Initial Residence at 355 Balestier Road has 46 apartments, offering studios, one- and two-bedroom units.
Cover Projects came under the spotlight in 2023 when it won the tender to manage the heritage properties at 26 Evans Road, which the Singapore Land Authority (SLA) assessed based on price and quality. As such, Cover Projects is now a prominent player in the lodging market, and the launch of The Initial Sama has been its largest project to date.
Cover Projects has invested between $10 million and $13 million in reconstruction to bring the project up to mark. With less than eight years before the end of their lease, the firm has adopted a disciplined approach towards design and management. This has caught the attention of private backers, including individuals with stakes in the hospitality and real estate markets.
The focus for Cover Projects now is to stabilize operations and grow the occupancy rate at The Initial Sama, targeting 80% occupation by the end of next year. Lim Keong Wee hopes to grow the company’s profile in Singapore as a hospitality management business and is looking forward to engaging with asset owners to reposition existing assets or uplift under-performing properties with their brand and value-proposition.