Softerfields Media Kit.
Softerfields is an independent culture house operating across Asia, running listening sessions, film screenings, supper clubs and reading rooms for a design-literate, culturally engaged audience. We partner with brands who want direct access to this audience through event sponsorship, co-programming and city launches.
Mandala Club
What Softerfields Is.
Softerfields programmes small, format-led cultural events: guided listening sessions, film screenings, supper clubs and reading rooms. Each event is capped at 20–40 guests and curated around a specific theme, artist or object, rather than run as an open door mixer.
We work with brands as event partners, not media placements. A brand's presence is built into the format itself, through co-programming, product integration or venue partnership, rather than added on as signage or a booth.
Capped Attendance
20–40 guests per event, curated rather than open registration.
Format-Led Programming
Every event is built around a specific theme, artist, object or cultural reference point.
Integrated Partnerships
Brand involvement is part of the programming, not a logo added to an existing event.
Key Metrics.
Tap a figure for context.
Sustained across recent Backrooms newsletter dispatches, above typical newsletter benchmarks for the category.
Attendance is capped by design so guest lists can be curated rather than opened to general registration.
Singapore is the home base and invitation-only membership city. Penang is confirmed for expansion. Hong Kong is being seeded through a local anchor ahead of a formal debut.
Our first ambient listening breakfast format sold through its full capacity in Singapore, since repeated across the programme.
Softerfields prioritises attendee quality and relevance over total headcount. Typical guests include designers, architects, musicians, hospitality operators, writers, collectors, founders and brand professionals.
Audience.
Our attendees work primarily in design, hospitality, music, film and media, spanning Singapore, Kuala Lumpur and Hong Kong. Most are practitioners rather than casual attendees, meaning they engage with an event's subject matter professionally as well as personally.
We group the audience into three overlapping segments below, based on what draws each group to a specific event and which brand categories tend to see the strongest response.
Interior designers, architects, furniture and object designers, and studio principals.
Musicians, selectors, audio engineers, photographers and film writers.
Founders and operators in hospitality, F&B, hotels and cultural venues across Asia.
Who Attends.
The three audience segments above break down into four recurring attendee types. This is the practical breakdown of who a brand is reaching by supporting an event.
Guests are generally aged late 20s to mid-40s, based across Singapore, Kuala Lumpur and increasingly Hong Kong. Individual guests often fall into more than one category.
The Design-Literate
Interior designers, architects and object designers. Attracted by object-led content such as the Wishbone Chair article, and by design-focused programming.
The Listener
Musicians, selectors and audio enthusiasts. Primary audience for listening sessions and sound-system-led formats such as Purple Static.
The Hospitality Operator
Hotel, F&B and venue operators evaluating Asia for expansion. Often the connection point for a new City Room partnership.
The Editorial Contact
Writers, photographers and brand or content professionals. Frequently responsible for coverage of an event after it happens.
Programming Formats.
Listening Sessions
Guided sessions built around a specific album, artist or sound system, typically 60–90 minutes.
Film Rooms
Small screenings paired with food and post-screening discussion, printed programme notes included.
Supper Clubs
Food-led events built around a theme, city or cultural reference, run with a partner chef or kitchen.
Reading Rooms
Book, zine and printed-matter sessions structured around a specific author, publisher or archive.
Brand Salons
Private, brand-commissioned sessions for a closed guest list, typically product launches or trade events.
City Rooms
Any of the above formats run in Kuala Lumpur, Hong Kong or another expansion city.
Partnership Formats.
Click a format to see what's included. Figures below are indicative starting rates.
From S$3,500 per room.
First-time partners, product seeding, single-city test runs.
Logo presence, one integration moment in the room, full event photography, recap sent to the guest list.
3–4 weeks from confirmation to event.
From S$12,000, scope-dependent. Purple Static x Marshall sits in this tier.
Product launches, audience introductions, brands with a clear cultural point of view.
Co-developed programming and narrative, custom guest curation, full creative and editorial support, photography and recap content.
6–8 weeks from confirmation to event.
From S$25,000, market-dependent.
Brands entering or already established in KL, Hong Kong or another regional city.
Local guest curation from the Softerfields network, venue and programming partnership, cross-city promotion.
8–12 weeks, market-dependent.
We are best suited for brands in audio, hospitality, design, furniture, fashion, fragrance, beauty, wine, coffee, publishing, cultural travel and lifestyle. Final scope and pricing are shaped around the brand, format and city.
Contact.
For partnership proposals, event sponsorship or city launch enquiries, contact Softerfields directly.
hello@softerfields.com