New chapter for SilverNeedle as it relaunches as Next Story Group

Having identified new media competency as a core need to “futureproof” asset owners, SilverNeedle Hospitality Group acquired Brand Karma and relaunched itself as the Next Story Group.

Its hotel management division has also been rebranded from SilverNeedle Hospitality to Next Hotels, which together with SilverNeedle’s existing in-house architecture and design agency Virsa and Brand Karma now form Next Story Group.

Anand Nadathur, CEO of Next Story Group, commented: “Over the past year we’ve developed in-house architecture and design capabilities via Virsa, identified new media marketing competency as a must-have which led to the acquisition of Brand Karma, strengthened our employees and board, and studied the impact of the sharing economy on urban spaces.

“We now have the right set of specialised services, and are ready to move forward to help asset owners futureproof their real estate by giving consumers something fresh and relevant.”

Added Morris Sim, previously CEO of marketing agency Brand Karma, now chief marketing officer for Next Story Group: “The hospitality and real estate industries are experiencing unprecedented shifts, with new consumer expectations giving quick rise to disruptors.

“It is difficult for asset owners to ensure what they have today will be relevant and monetisable for tomorrow’s consumers. Being a part of Next Story Group means asset owners can count on us to differentiate and respond to market changes faster.”

Along with the launch, the Singapore-based Next Story Group also appointed veteran hotelier Patrick Imbardelli to its board of directors.

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