STRUMM’S HOLDING ANNOUNCES REBRAND TO ALIGN ITS “HUMAN” PHILOSOPHY The lifestyle conglomerate relaunches a brand strategy that provides platforms for people to rediscover themselves.

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Making your mark in Singapore’s lifestyle scene is no easy feat, but for the folks behind Strumm’s Holding, it all boils down to one thing: ​Being Human. A lifestyle company behind some of Singapore’s iconic brands which include ​Ipanema World Music Bar and ​D’Underground Bar & Club ​ , Strumm’s Holding is now setting its eyes on revitalising Singapore’s lifestyle scene after more than two decades in the business. 
Spearheaded by the brand’s newly minted Managing Director, Mr Bryan Ong, Strumm’s upcoming projects are set to revisit different facets of one’s personality. “Strumm’s Holding has come a long way since its inception, having delivered more than two decade’s worth of exceptional lifestyle experiences in Asia. Naturally, our next step as a company is to reimagine what the term ‘lifestyle’ truly means, and how we can align it with our intrinsic needs,” added Mr Ong. Through careful programming, Strumm’s Holding aims to inject fresh, exciting and accessible concepts that will appeal to everyone. While these projects are still in development, Mr Ong promises that they are set to “change how one can freely express themselves”.

These programmes are all part of Strumm’s Holding rebranding exercise, as the company seeks to better position themselves as a lifestyle provider of ‘human’ experiences and concepts that echo their new brand philosophy: ​“It’s not about the number of people we serve, it’s about the lives we’ve changed” ​ .

Moving forward, the company’s new philosophy will be incorporated internally and communicated to all its brands and partners. Strumm’s Holding hopes to work closely with all their stakeholders to achieve this vision. ​“As a company that is in the business of people, we see this rebrand as an obvious transition. My aim is to continue my father’s legacy (Mr Murray Ong, now Chairman of Strumm’s Holding) through this rebrand and relentlessly inject the ‘human’ philosophy that I was brought up with into successful projects that my team and I will be proud of when we look back one day,” added Mr Ong.

To date, Strumm’s Holding operates primarily in Southeast Asia, with 5 concepts in Singapore (Ipanema World Music Bar, Ba.Li.Ba Pub, D’ Underground Bar & Club, The Drunken Poet & Meats N’ Malts). The company’s overseas ventures include Torii and Baan 109 in Kuala Lumpur, Malaysia, as well as the Social House in the Philippines.

For more information please contact Sugo (​sugo.r@strumms.com​). For the latest updates and event listings, head over to ​www.strumms.com​.

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