Why do some Asian luxury brands feel more… soulful?
It’s not the marble. Or the Michelin stars.
It’s the way they translate place into presence.
In 2025, Capella Hotels and Resorts will open four new properties in Taipei, Kyoto, Osaka, and Macau. More than expansion, it’s a deepening of roots in Asia.
Storytelling Through Design
Capella’s model is simple yet powerful: design that doesn’t standardise, but storytells.
Each hotel is a different emotion. A different narrative. A different kind of silence.
In a market dominated by Four Seasons, Ritz-Carlton, and St. Regis, it’s easy to assume that global reach equals recognition. But Capella proves otherwise. Luxury doesn’t need to be loud. It just needs to resonate.
Since its launch in 2009 on Sentosa, Capella Singapore has shown exactly that. It wasn’t just a new hotel on the map — it was a new kind of presence.
A Brand with Meaning
The world took notice when Capella hosted the Trump–Kim summit. When Taylor Swift’s team booked it as their Singapore base. But insiders already knew: this brand stood for something far beyond headlines.
I still remember arriving in Singapore in 2011 on a short-term assignment. Even then, Capella Sentosa was already the benchmark — grand yet understated. Secluded on the island, yet always connected to the city.
As a Singapore Permanent Resident and part of a larger Singaporean family, I feel genuine pride seeing a homegrown brand like Capella achieve global recognition. It’s Singapore’s creative vision making its mark with clarity and confidence.
Capella Taipei: Place Into Presence
Take the new Capella Taipei. Every design choice is an intentional tribute to local culture:
- A tapestry by Taiwanese artist Lee Chen-Lin captures the island’s lyrical beauty.
- A console table at the entrance features handcrafted objets d’art by local artisans.
- A striking mural draws inspiration from Taiwan’s mountainous landscape.
Every detail tells a story. Every element builds connection.
As someone who enjoys travelling to Taiwan, I know I’ll be visiting Capella Taipei on my next trip.
Capella’s approach is a reminder that true luxury in Asia isn’t about replication — it’s about resonance.
Luxury brands across sectors can learn from this: global success comes not from being everywhere, but from being deeply somewhere.
So here’s the question: when your brand expands, are you exporting a formula — or creating presence?
