Who we are

We are a collective team of talented and experienced professionals. Award-winning interior design, kitchen design, menu creation, staff training, graphic design.

In fact, we cover 12 core disciplines to create thoughtful and engaging brands and F&B experiences. We are introducing  a new paradigm for the hospitality industry.


It's our group’s integrated design process and focus on creating emotionally connected experiences that really distinguishes us however.

We are all united by passion: to conceptualise and realise our client’s vision. 

We are located all over Asia Pacific. There’s a pretty good chance that one of us will be in or around your city should you choose to meet up to chat a little further. 

  • Interior Design.

  • Menu creation and Kitchen design

  • Key Talent Sourcing, SOP

  • Beverage Strategy

  • Architecture

  • IT management

  • Art Consultant

  • Music Curation

  • Uniform Design 

  • Marketing and Communicaitons

  • Photography

  • Graphic Design 

  • Architectural Lighting

Meet The Team

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Emma Maxwell 

Interior Designers and Project Management for We are Collective. 


Emma Maxwell Design, is a multi award-winning interior design practice based in Singapore.  The studios work covers a broad spectrum from small local tapas bars to resort and hotel projects and prestigious Michelin-starred restaurants, retail and residential design. 


With an approach that honours artisan skills, the studio works to create innovative concepts which transports patrons into a narrative removed from the pressures of everyday life. The studios design sensibility includes a sculptor’s focus on space, texture and form.

We think a little more deeply than how a space will look. When we commence a project we spend a lot of time thinking about how the guest or resident will feel in the space.

Most recently, the studio received the Best International project at the IDEA awards in Australia,  Best Interior award from Italy’s A’Design International for 12,000 Francs in Hong Kong.  Maxwell was honoured with a Silver in the Best Interior category.  Also their Flume lighting collection won the Best of the Best for Product Design in the Architecture & Design Awards Asia Pacific.  The studio was recognised for best restaurant in the  Architecture and Design Asia Pacific awards as well as achieving Travel + Leisure's Top 4 Restaurant Design.

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Jason Williams

Beverage Consultant. 


Jason is Creative Director of Proof & Company, Asia Pacific’s leading

independent spirits company. Under Jason’s leadership, Proof

Creative has become the world’s most awarded bar consultancy,

racking up dozens of international awards, nominations and accolades.

In 2020, an unprecedented 8 Proof Creative clients made the list of

Asia’s 50 Best Bars.

Jason and his team of spirits evangelists work closely with leading

owners, operators and hotel groups around the world, helping them

open or revamp beverage venues to succeed in the Second Golden Age

of fine drinking. This work has led the team to launch more than 100

bar projects since 2014, including a growing list of iconic venues that

includes ATLAS, Manhattan Bar and the revitalised Raffles Hotel in

Singapore, Bar Trigona in Kuala Lumpur, and Charles H. in Seoul. In

this work, Proof Creative takes a holistic approach to bar consultancy,

working across all layers of guest experience using a proprietary 20

Pillar framework.

A gin aficionado, Jason specializes in the category and has helped

launch four gin brands of note, including his eponymous Widges Gin.

He also serves as Master of Gin at ATLAS, helping guide the world’s

largest gin collection and an active Juniper Society member. He is also the first

member of the Gin Guild in London from Singapore.

A bartender by trade, Jason also regularly speaks on topics such as

industry trends and insights. He was awarded Australian Bartender of

the Year and Bar Manager of the Year multiple times and was a finalist

for International Bartender of the Year at Tales of the Cocktail.

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 Shane Giles


Menu creation and Key Talent Sourcing, SOP


Shane Manages a dynamic team of restaurateurs and hoteliers with several decades of combined local, regional and international experience. With backgrounds in working with global hotel chains including Starwood, Hyatt, Intercontinental and Marriott.


Shane is a specialist in providing tailored hospitality consultation services for hotels, resorts, restaurants and bars as well as for institutions and organisations. His work further encompasses market research and feasibility studies designed to underpin master planning of all operations.


Shanes emphasises building comprehensive client relationships with aim of ensuring long-term success. to that end his services range from highly focused market insights to broad-perspective concept ideation. 


Serge Maximus


IT consultant 

Strategic Consulting, including IT deployment, software development, use of Web based/enable solutions, Google Apps deployments and maintenance services.

Specialize in deploying Apple (Macintosh, Mac) products in hybrid Microsoft Windows environments.

Experienced in deploying Mac OS X Server solutions for cost effective server solutions for Small Medium Business to Enterprises.