FITCH RAW, Spring 2019

Glasgow School of Arts


FITCH RAW is a collaboration between FITCH Singapore and The Glasgow School of Art (GSA) Singapore Interior Design program that emphasizes the relevance and importance of design thinking in both the design industry and schools. This is the second year we have worked together.

Fourth year students have two days a week in a four-week period to respond to a brief provided by our Design Directors. This year’s brief was to question what hotels should look like in the future, challenging the norms of the hotel typology and encouraging students to approach the project from a customer centric point of view.

We kicked off the process by introducing FITCH’s design philosophy. We then gave the students 2 personas – a male millennial flashpacker and a female business traveler. From this selection they ‘built’ their characters through research, interviews and brainstorming. After which, they identified potential pain points and opportunities to create a unique hotel experience coming to life in bold design interventions.

The work was presented to FITCH, and 2 out of 4 teams were selected to share their presentations at FITCH’s office. It was a mini celebration of the collaboration and the shared vision towards design (with good food and drinks too). We even secured an intern from the process! Looking forward to working with next year’s students.

By Jayden Sim, Designer at FITCH Singapore
The expertise of LANDOR & FITCH APAC.

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