The art of wellness has nurtured into a prerogative embedded across the social classes. What was once a personal pursuit of balance has evolved into a lifestyle, manifested through curated experiences that nurture both body and mind.
It is within this growing movement that Lim Keong Wee, next-generation leader of Genting Group and founder of Cover Projects, has found his niche. With a visionary eye for transformation, Lim introduced Initial Sama, a concept that redefines hospitality through the lens of wellness and recovery.
At 26 Evans Road, Lim Keong Wee reimagines the former Eusoff College, transforming its imperial heritage into Initial Sama, an upscale serviced residence where comfort, care, and contemporary living converge. Designed with an innate sense of warmth and modern sophistication, the space invites renewal—supporting post-illness recovery, extended stays, and urban dwellers in search of quiet restoration.
Redefining Wellness in the City
From restorative retreats and mindful movement to nutrition-rich cuisine, bespoke spa therapies, and tech-enhanced wellbeing solutions, wellness now encompasses every facet of daily life. It is as much about physical rejuvenation as it is about mental clarity, emotional resilience, and spiritual grounding. In an era where urban living often blurs the line between work and personal care, wellness has become a conscious, deliberate practice—one that empowers individuals to thrive, reconnect with themselves, and navigate life with intention and vitality.
Globally, the 20–40 age segment now dominates the wellness economy, driven by higher disposable incomes, an embedded hustle culture, and an ever-growing focus on health, fitness, and mindfulness. This generation’s appetite for purposeful living has turned wellness into a US$5 trillion global industry, spanning holistic health, mindful dining, and technology-infused wellbeing solutions.
Photo: Initial Sama
Within this context, Singapore’s affluent tourism landscape, underpinned by a strong Singapore dollar and rising demand for premium, wellness-centric stays provides fertile ground for Lim’s vision. Initial Sama stands as both a business venture and a cultural statement, a preemptive effort to democratise access to curated wellness lifestyles, while nurturing a more conscious, positive state of urban living.
In essence, Lim Keong Wee’s entrepreneurial endeavours are shaping a new legacy through Cover Projects. With Initial Sama, he bridges heritage and innovation, anchoring the next chapter of hospitality in the art and business of wellbeing.
