While in transit at Singapore’s Changi airport I noticed what looked like a private art exhibition hosted by the Singaporean bank DBS. Being partial to modern art, I dropped in only to find it was not a gallery, but a private lounge for invited customers of DBS. While it has a full range of very personal banking services, it also had a relaxation lounge complete with massage chairs, an orchid garden, iMacs and iPods for use while in the facility and a private meeting room.

Oh, and let’s not forget the artwork.

After a quick tour it was apparent that the facilites were well above the Singapore Air Business Class lounge. And for the mere sum of SIN$5000/year membership they should be.

The other way to become a member is by invitation from the bank – i.e. to have a lot of business with DBS.

It’s an interesting way of reaching out to your most valuable customers in a way that would be valued. High net worth individuals tend to fly a lot, and when you are at an airport inevitably there’s some unavoidable waiting time. By providing this facility DBS has the potential to further cement the relationship with a very profitable customer group.

There’s a very dry press release here. I’d have liked to post some photos but they weren’t very keen on the idea of me taking pictures.