Supper Club

The problem

Supper Club is The St. Regis Singapore’s exclusive lifestyle membership. At this end of hospitality the digital experience is not a convenience layer - it is the part of the brand a member touches most often, and it is judged against a lobby.

What I did

I was part of the design team on the mobile app interface, and I designed the surrounding identity as well: branding, the website, and the marketing assets that carried the club into print and campaign.

Working across all of those at once is the version of this job I like most. The app stops being a separate artefact and starts being one expression of a single idea.

Approach

Designing inside an established luxury brand is a discipline of restraint rather than invention. The question is never whether a screen is good in isolation. It is whether it is credibly St. Regis, at speed, on a phone, to a member who knows exactly what that name is supposed to mean.

The mobile app

The app is where a member actually uses the membership: special offers, events, a profile, and the benefits themselves - dining, accommodation and spa - summarised in a form you can read at a restaurant table rather than at a desk.

The website

The membership also had a public site. I designed it and built it myself, responsive, in HTML, CSS and JavaScript, with a members’ portal behind the public pages where a member signs in to their own privileges.

Building it rather than handing it over is the part that changed the design: I could see immediately which ideas survived a phone and which only worked in a flat artboard.

The campaigns

Then the ongoing programme - the reason a membership stays alive between renewals. Wine dinners, seasonal menus, spa offers at Remède Spa, and the visiting-chef events the restaurants built their calendar around.

Each was designed and hand-coded as an EDM in HTML and CSS, checked on mobile, and sent to the membership.