challenge / opportunity
Envision a new boutique hotel concept, spacial design, service model and end-to-end branding. Including naming, brandmark, print and digital design, marketing collateral, staff uniform, service scripts, etc. Develop a brand style that can be recognised as modern Chinese, without resorting to a theme-park approach Be as sustainable as is technically feasible Become a destination of choice for short and mid term stay travellers Deliver a design that get awarded, published and talked about
Client
Space Development
Format
Brand
Solution
Extensive design research to uncover trends, behaviours and attitudes of travellers, boutique hotel management and operations, and the opportunity space in destination branding and hospitality Claim China black as the brand colour, based on the Chinese ink (the first true black ink), and avoiding the political and thempark references around red or gold Reclaiming up to 85% material to use in construction; from the bricks to the wood. Locally sourced textiles and resources Reclaimed former postal office, nested at the heart of a local neighborhood, employing nearby residents for upkeep, maintenance and security
Outcomes
China's first sustainable eco-hotel is a multu award winning hospitality brand Highly photogenetic, the space was instagramable before that was a term High repeat stay frequency, hotel of choice for frequent travelers to Shanghai
