Cover The Private Chamber offer customers a choice of over 1,000 alcohol labels
The Private Chamber offer customers a choice of over 1,000 alcohol labels
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Justin Lim lets us in on a most exclusive lounge at the JW Marriott KL
If you step into the ground floor lobby of the JW Marriott KL and enquire about the “Private Chamber,” you’ll likely be directed to the upper ground store that belongs to The Starhill. However, hidden from the public eye, there’s a fourth, members-only Private Chamber that sits at the lower ground of the hotel.
The Chamber, which is a passion project by Justin Lim that started out during the pandemic, has evolved into an exclusive multi-brand store concept with three commercial outlets. The other two, located in Sunway Pyramid and Pavilion Bukit Jalil, offer customers a choice of over 1,000 alcohol labels, ranging from craft beer to wines and spirits.
In an exclusive sneak peek ahead of its opening, we got to explore what sets Private Chamber apart from other liquor stores and uncover Lim’s motivations behind this exclusive concept.
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Above Justin Lim, founder, The Chamber
Justin Lim, founder, The Chamber
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“We started because we noticed a lack of space for the connoisseur; it’s tough to find a place where you can enjoy your drink and have a wide array of options to choose from. Either the selection isn’t as great, or the space doesn’t fully cater to one’s needs—so this library of alcohol is built to fulfil that gap, providing range, privacy, and ample space to host events,” explains Lim about the Private Chamber.
Given Lim’s non-committal stance towards a specific alcohol partner, customers are empowered to truly explore a variety of labels and satisfy their diverse needs. He also highlights that brands appreciate the experiential store concept, which offers opportunities for people to shop, sample, and participate in masterclasses.
“We work directly with all the brands and adhere to the recommended retail prices set by the brands itself. This means our clients know they are getting value for money and authentic alcohol,” shares the cognac and wine aficionado.
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Above A look inside the lounge
A look inside the lounge
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For entry into the Private Chamber, individuals must purchase credits to achieve a silver-tier membership, which has been reduced from RM100,000 to RM50,000 for the first month of its launch. They can then utilise these credits to purchase alcohol of their choice at regular prices, all conveniently tracked via The Chamber Store app, which also facilitates space bookings and the storage or delivery of bottles.
“It’s a similar concept to airlines, where you achieve different tiers based on how much you spend per year. Private Chamber is akin to your first-class lounge,” Lim offers an analogy.
“Another draw for our exclusive clients is that you’re allowed up to five guests at a time. Besides the exclusive bottles available, we have also curated a selection of exclusive labels that can be bought by the glass. This offers you the chance to experience premium pours before making a commitment,” Lim adds.
Above Private Chamber also houses a luxurious Richard Hennessy room
Private Chamber also houses a luxurious Richard Hennessy room
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Clearly designed to serve a more exclusive set of clientele, Private Chamber comfortably holds up to 90 pax, including a private space for ten. Plus, the space is adjustable and can even accommodate a live band or cater food using its fully equipped kitchen.
With its opulent ambiance, wide-ranging alcohol selection, and commitment to offering a unique experience, the Private Chamber is set to become the ultimate luxury haven for discerning alcohol enthusiasts.
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Credits
Photography: Daniel Adams
If tall, dark and handsome is what you're looking for, Aaron Pereira ticks two out of three. This fine chocolate man (that is, a connoisseur of fine chocolate), enjoys the theatre, futsal, real-life conversations and of course, the English language. He believes that language should first be used to express, but the business of a sub-editor is to impress.
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