Location: This is probably their best selling point. Very near Chinatown MRT (exit E, less than 5 minutes walk), so it's accessible to anywhere. Also, if you're one not to shy away from walking, you can walk to Tanjong Pagar for food (15-20 minutes). Raffles Place too.
Cleanliness: Can be improved. Overall cleanliness is fairly OK. The bed and toilet were clean. However the bedsheet had a hole in it (please consider changing to new ones). Found a tiny baby cockroach in my room on my last night there... which was the main reason I lowered my rating.
Design: It's minimalistic, and the black-white dramatic feel was rather dumbed down. I spend most of my time outside though, so room design is not important to me. I had a room with windows overlooking the outside. However since the rooms were not high up, people from the outside / opposite building will be able to see in. So I had to keep my blinds down most of the time. And the bathroom is rather dark at night.
Noise: It can get noisy at night due to the eateries in the street and in the early morning as there was some renovation going on nearby. Anyhow, I can fall asleep fairly easily and wake up around 7am regardless. So it was less of an issue for me. But if you have problems sleeping with noise and love sleeping in, this would not be the place for you.
Service: Check-in and check-out were smooth. Staff was courteous. Free bottles of water were given daily (super plus point).
Price: It's cheap for an accommodation in Singapore.

Stayed four nights with my 12 y.o daughter in a Studio Room.

Pros:
-location
-great bed and linen
- 24/7 reception (we landed late, arrived 1am

Cons
- whilst I understand the use of a hero shot for the website, our room was not 30% of it. Seriously smaller, cannot call that a window
- re-grouting please!! Very basic thing to do guys!!

Been wanting to try here and finally did.
Good location. Very close to Chinatown Point and walking distance to others.

Very quaint entrance. Love the staircase. The lift is old school which i liked. Staff at reception was very friendly.

Got a Double Deluxe room.
SMALL! Probably justifies the fact that a picture is but a picture.
You have about 1-metre distance around the bed to move about.
The bathroom/toilet is rather dark. You cannot open the window because you are exposing yourselves to the building across the street. Probably may not be the case if your room face elsewhere.

The blinds in the room had to be drawn down for the same reason. Which made it a bit dingy cos no window. You can close the window pane (its double layered).

At night, you can't really have a good sleep because of the sounds from the eateries along the road. The sounds were very clear. You can really join in their conversation. It was as if you were with them.

The TV channes super limited. Wifi was rather odd on laptops.

Manual adjustable aircon was good.
Hot shower was awesome.
I might wanna try their bigger rooms next time.