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In Profile:
O37 Design Pte Ltd

In Profile:

O37 Design Pte Ltd

Shortlisted: Restaurant - Asia Pacific Award

The International Hotel & Property Awards 2025

Name: Leonard Lee
Company Name: O37 Design Pte Ltd
Position Within Company: Founder
Website: www.o37.design

Tell us a little about your background in design (education, experience, etc)

My passion for design began at a young age, where I’d sketch everything from cartoon characters to destinations explored during family holidays. After completing my GCE ‘O’ levels, I pursued a diploma in Interior Architecture, laying the foundation for my career.
My 20-plus years at Wilson Associates, a renowned hospitality design firm, were instrumental in shaping my expertise. I had the privilege of working on numerous luxury hotels, resorts and F&B projects, fostering strong relationships with owners and hotel operators worldwide. This experience not only honed my skills in hospitality design but also broadened my understanding of what makes a space truly exceptional.

How would you describe your personal design style?

I’d describe my personal style as timeless, focusing on designs that remain relevant and elegant over time. As a hospitality interior designer, my approach involves listening to clients’ visions and merging them with the hotel brand’s standards design ethos to create unique and emotive spaces. Collaboration is key in this process, ensuring the final product not only meets but exceeds client expectations.
Timeless Elegance – Incorporating elements that withstand design trends, such as neutral color palettes, streamlined furniture with classic silhouettes and mixed materials.
Attention to Detail – Focusing on intricate details, luxurious materials and statement pieces to create immersive experiences. All the while, ensuring that these relate to the design narrative.
Functionality and Comfort – Prioritizing guest comfort and operational efficiency while maintaining a sophisticated aesthetic.
Emotional Connection – Designing spaces that evoke emotions and create lasting impressions, often inspired location and driven by emotions.

If you could offer one piece of advice when it comes to designing, what would it be?

My advice would be to design with a deep understanding of the place and its people. This means immersing yourself in the local culture, history, and environment to create spaces that are authentic, meaningful and connected to their context. By doing so, you’ll craft designs that not only resonate with users but also contribute to the richness and uniqueness of the place. This approach will help you create timeless, memorable and impactful designs that leave a lasting impression.

How important are The International Hotel & Property Awards?

The International Hotel & Property Awards are a prestigious recognition in the hospitality industry, acknowledging exceptional design, service and innovation in hotels, resorts and related properties. Winning an award can not only enhance a firm’s reputation and credibility but also increase visibility and exposure globally. In addition, winning can also boost staff morale and motivation as well as validate design and service excellence.
The awards’ rigorous judging process and high standards ensure that winners demonstrate outstanding achievements in their field. For O37, being shortlisted is a notable achievement, and winning would be a significant milestone in my firm’s journey.

What projects are you currently working on?

We are currently working on opening the following properties;
1. Kempinski Hotel, Yangzhou, China (New built)
2. Bristoria Hotel, Yangzhou, China (New built)
3. Jo & Joe, Auckland, New Zealand (Conservation and conversion)
4. Tribe, Auckland, New Zealand (New built)
5. Hyde Queenstown, New Zealand (Conservation and conversion)

Where does your design inspiration come from?

My design inspiration stems from immersing myself in the local culture and essence of the places where a property is built. Rathe than sticking to typical tourist spots, I seek out areas where locals gather to socialize and live their daily lives. These experiences often spark creativity, whether it’s a vibrant street wedding procession in Bali or an intimate family dinner in a Saigon alleyway.
These moments evoke strong emotions that I channel into crafting a concept narrative, serving as the foundation for my design. This approach ensures that our designs tsay authentic and true to the location’s spirit while creating unique spaces within the hotel.
By drawing from local inspirations, I aim to craft spaces that not only reflect the property’s surroundings but also tell a story, making every stay a memorable experience. This methodology allows me to infuse each hotel with a distinct personality, resonating with both locals and travelers alike.

In what direction do you feel that design is moving towards in a general sense?

Design is moving towards creating more dynamic and engaging experiences. There’s a growing emphasis on guiding the guest’s eye through a predetermined path, using principles like movement, rhythm and repetition to create visual interest.
Designers are leveraging direction, alignment and hierarchy to convey information and evoke emotions. The use of diagonal, curved and angular lines adds energy, movement and implied movement and tension to compositions.
Overall, design is trending towards more interactive, immersive and storytelling-driven experiences.

Name five key themes to consider when approaching design in the future.

1. Timeless Elegance with a Local Touch: Incorporating local culture, materials and narratives into designs that stand the test of time, creating unique and memorable experiences for guests.
2. Emotional Connection through Storytelling: Crafting spaces that evoke emotions and tell a story, using design elements like texture, color and pattern to create an immersive experience.
3. Sustainable Luxury: Balancing luxury and sustainability, incorporating eco-friendly materials, energy-efficient systems, and responsible design practices that benefit both guests and the environment.
4. Dynamic Spaces: Designing spaces that adapt to different needs and moods, incorporating flexible layouts, technology integration, and multifunctional areas that enhance guest experience.
5. Authenticity and Place-making: Creating spaces that reflect the local culture and heritage, using authentic materials, and incorporating local artisans and craftsmanship to create a sense of place and community.

What was your favourite project to work on and why?

Our design for the JW Marriott Auckland was a true masterpiece, blending seamlessly with the city’s vibrant atmosphere. From the onset, we immersed ourselves in Auckland’s culture, capturing the essence of it’s proximity to the waterfront and being surrounded by abundant natural beauty. Our team crafted a concept that not only captured the city’s dynamic spirit but also provided a luxurious oasis for guests.
The project presented unique challenges, as we worked with an existing building, carefully balancing modern design elements with the need to maintain existing structural, mechanical and electrical systems. We skillfully navigated the complexities of keeping some services in the original locations while integrating new ones, ensuring a seamless blend of old and new.
Securing approvals from Council added another layer of complexity, requiring meticulous attention to detail and effective communication. However, our team’s expertise and persistence paid off, as we successfully obtained the necessary approvals.
Throughout the process, the owner’s trust in our vision and expertise was instrumental. Their confidence in our team allowed us to push creative boundaries, resulting in a stunning design that exceeded expectations.
The end product is a testament to our collaboration and dedication. The JW Marriott Auckland has become the hottest hotel in New Zealand, attracting visitors from all over the world.

What was your most challenging project to work on and why?

My most challenging project to date would be the Kempinski and Bristoria hotels in Yangzhou. The tight 9-month timeline from concept to completion of tender drawings, coupled with on-site supervision was daunting. However, the real challenge arose 3 months in, when the project’s concept shifted dramatically due to a change in the company’s leadership.
The new Chairman, an ex-history professor, brought a unique perspective, requesting a modern interpretation of the Land and Sea Silk Routes. This meant reworking our design to incorporate subtle nods to Yangzhou’s rich history while maintaining a contemporary aesthetic. From furniture to lighting, every element required thoughtful consideration to balance historical references with modern style.
Despite the complexity, our team rose to the challenge, delivering a design that not only met but exceeded expectations. The experience was a true test of adaptability, creativity and collaboration, and I’m proud of the outcome.

Which products/services could you not live without when designing? E.g. Lighting companies, furniture companies

When designing, I couldn’t imagine working without the expertise of a seasoned lighting designer. Lighting is often an underestimated yet vital element that elevates our designs from mere concepts to immersive experiences. A skilled lighting designer brings a space to life, accentuating key features, crafting nuanced environments with dynamic highs and lows.
What I appreciate most about collaborating with lighting designers is the holistic approach we take. We work together to seamlessly integrate lighting into every aspect of the design, from cabinetry and counters to wall panels and ceilings. This thoughtful integration ensures that lighting is not an afterthought but a fundamental component of the design, resulting in a cohesive and sophisticated aesthetic.
The synergy between lighting design and interior design is crucial in creating spaces that are not only visually stunning but also functional and inviting. Working with a talented lighting designer, I am able to push the boundaries of design, creating truly unforgettable experiences.

What are your aims and goals for the next twelve months?

Over the next 12 months, I’m excited to tackle new challenges and push creative boundaries. With several hospitality projects in development, I’ll continue to apply my passion for interior design to craft unique, immersive experiences.
Beyond hospitality, I’m embarking on a new venture – launching my menswear label. This endeavor allows me to explore fresh design perspectives while staying true to my design roots. My menswear line redefines luxury and comfort by blending sharp tailoring with modern ease, creating versatile essentials that evolve with the wearer.
The brand’s philosophy revolves around timeless form, quality and quiet confidence. We’re designing for men who move with intention, valuing substance over fleeting trends. By merging elegance with comfort, our pieces exude sophistication while remaining effortlessly wearable.
This new chapter enables me to test my design versatility, leveraging my foundation in interior design to create clothing that embodies refined aesthetics and functional elegance. I’m eager to see how my design expertise translates across disciplines and contribute to the brand’s success.

Your most treasured possession?

 My most treasured possession is a set of red-marked concept planning layout sketches and vignettes, accompanied by the tender package, from my early days at Wilson Associates in 2000. Working under various design directors, one in particular left an indelible mark on my design journey.
His meticulous feedback, scribbled in red ink across my sketches, was initially daunting. However, as I reflected on his patience and guidance, I came to appreciate the invaluable lessons learned. Looking back, I realize that those critiques were pivotal in shaping my design perspective and approach.
This treasured possession serves as a reminder of the importance of constructive feedback, humility and continuous learning. It’s a testament to the power of mentorship and the impact it can have on one’s professional growth.

Your favourite holiday destination?

Japan is my go-to holiday destination and Tokyo is a city that never fails to captivate me. The city’s infectious energy is palpable, from it’s vibrant streets to the meticulous attention to detail in every aspect of life. I’m drawn to the Japanese cultures emphasis on craftsmanship, precision and exceptional service.
What I find fascinating is the diversity within Tokyo itself, with each precinct offering a unique flavor, from food to fashion. People-watching is a favorite pastime, observing how locals express themselves through their style and effortlessly combine different looks.
Beyond Tokyo, Japan’s accessibility by Shinkansen or car is a major draw. The Shinkansen makes it easy to explore other cities, while driving through the countryside offers breathtaking scenery, at your own pace.
One of my favorite experiences is staying in traditional Ryokans, where I can immerse myself in authentic Japanese hospitality. From sleeping on a comfortable futon to savoring exquisite meals in private, every moment is a delight. And, of course, the Onsen (hot springs) are the perfect way to unwind and rejuvenate.

Your favourite hotel, restaurant & bar?

Hotel: Aman Venice
Restaurant: Noma
Bar: BKK Social Club

Your favourite book, film & song?

Book: Start With Why – Simon Sinek
Film: The Wolf of Wallstreet
Song: Suede – The Beautiful Ones

Your favourite food and drink?

Food: Anything Noodles or pasta
Drink: Sazerac

Your favourite way to spend an afternoon?

My favorite was to spend my afternoon is with my children, watching them explore and experience the world. Whether we’re going on adventures to the park or beach, cycling, or simply reading together, these moments are truly precious. I’m constantly amazed by their curiosity, innocence, and ability to find joy in the simplest things.
As a father, I cherish the opportunity to shape their young minds and learn from their unique perspectives. It \’s a privilege to be their guide and support system.
In addition to family time, I’ve also found joy in cooking and sharing my passion through my cooking channel. I love experimenting with traditional Asian recipes, combining flavors, and presenting dishes that bring people together.
Cooking for my loved ones is a labor of love, and seeing them enjoy the food I prepare is incredibly rewarding. Hosting gatherings and sharing meals with family and friends allows us to deepen our connections and create lasting memories. For me, food is more than just sustenance – it’s a way to show love, build relationships, and foster community.

If you weren’t in this sector, what would you alternative profession be?

If I weren’t in hospitality interior design, I’d likely be pursuing my passion for fashion, which is why I’ve recently launched my menswear label. After 25 years in the design industry, I felt it was time to challenge myself and explore new creative outlets.
My mentor’s words still resonate with me: embracing mistakes, self-reflection, and learning from experiences are key to growth. This mindset has encouraged me to take on new ventures, like menswear, where I’m driven by a desire to fill a market gap and empower men through fashion.
I firmly believe that when you wear clothes that make you feel confident and comfortable, it radiates outward, impacting how you present yourself to the world. My menswear label aims o provide sharp tailoring, timeless pieces that inspire men to stand tall and express themselves authentically.

Anything else interesting?

One thing that ties everything together for me is the pursuit of creativity and excellence. Whether it’s designing immersive hospitality experiences, launching my menswear label, or simply spending time with my family, I’m driven by a passion for quality, attention to detail, and making meaningful connections.
I’m grateful for the opportunities I’ve had to explore different interests and push beyond my comfort zone. From the fast-paced world of design to the nuanced art of fashion, each experience has taught me valuable lessons about perseverance, innovation, and the importance of staying true to one’s vision.
Ultimately, I believe that life is about growth, learning, and sharing experiences with others. Whether through design, fashion, or family, I’m committed to living a life that’s authentic, creative and fulfilling.

Location: Auckland, New Zealand

Interior Designer: O37 Design

Hotel Group/ Developer: Marriott International/C.P. Group

Photographer: Clara Jane

O37 Design Pte Ltd has been shortlisted for the Restaurant – Asia Pacific Award in The International Hotel & Property Awards 2025.

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