Get to know Hmlet Nest. Why it was created, the products under this concept, and the reason why we chose the word 'nest'.
On Thursday, 24 June 2021, we pushed out a press release announcing the official launch of Hmlet Nest, a turnkey, private housing solution aimed at local and expat young couples and families.
You've probably seen headlines from Tech In Asia, Expat Choice and Lifestyle Asia, all highlighting the different elements of Hmlet Nest, from catering to a slightly more mature crowd, to families or couples with pets, to being the ideal work from home environment.
But like many other sub brands, the story behind its creation is hardly brought to light. So here's ours.
The Genesis of Hmlet Nest
Since the beginning of Hmlet, our members have always been an energetic, sociable, and ambitious bunch. Most of them are expats relocating to Singapore, Hong Kong or Tokyo for their first overseas transfer, coming from all over the world to the APAC region for the first time too. The concept of Hmlet and its hassle-free aspect - from being taken care off from day 1 of move-in, to its community events to help integrate into society here - served our singletons greatly. It was common to hear that members come to Hmlet for the convenience, but stay for community.
As their career progressed, and their network grew, our members became more integrated into not just the existing Hmlet community in each of the local markets, but also society at large. Naturally, as their circumstances evolved, so did their needs.
Some members grew out of flat sharing and preferred a private unit to themselves (especially since Covid-19 and work from home became the default), some fell in love and moved in with their partners. Whatever the reason, they needed that extra something to help them ease into the next phase of their life, while still having access to all the hassle-free solutions we provide from a flexibility and convenience perspective – and thus begun the conception of Hmlet Nest.
Homes under Hmlet Nest
Functionally, Hmlet Nest will offer all unit types from studios, 1-bedrooms to bigger apartments like 3 and 4-bedrooms. Just like our Hmlet Homes, the minimum stay period is 3 months.
The difference lies in the building being entirely pet-friendly and with added services or perks and events that will be specific to families and couples, on top of the services members can choose from the Hmlet app such as room cleaning or laundry. Hmlet Nest will also allow members to choose and curate their apartment design to be fully furnished, partially furnished or completely unfurnished.
The first property to bear our Hmlet Nest concept is Hmlet Hamilton, our latest building in Jalan Besar spread across eight conservation shophouses at Hamilton Road. The building is set to launch in September with early bird bookings opening up as early as mid July.
Providing both coliving and private apartments, Hmlet Hamilton comprises of 2-bedroom units, 3-bedroom units, and 4 bedroom units, with a focus on 2-bedroom units available as private units to cater to those who are seeking more space and privacy.
Simply put, our grown up members are about to enter or are already in the nesting stage of their life. And after hearing the word 'nesting' over the course of a few months, our Chief Real Estate Officer, Joshua Li, coined Hmlet Nest and it just stuck.
For us, the word 'nest' evokes a sense of nurture, safety, and a feeling of rooted-ness – everything that we want our members to feel when they live in a Hmlet Nest. In a way, the name Hmlet Nest in itself pays homage to a home or a sanctuary for couples and families to create memories and live to the fullest before their nest goes empty.
If Hmlet Nest sounds like your type of home, register your interest in our upcoming Hmlet Hamilton property through this page and be the first to know when the property is up for rent or for physical viewings. In the meantime, follow us on Instagram, Facebook and LinkedIn to keep up with the latest!