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hospitality

Niccolo by Marco Polo

Creating luxury for China

New Encounters. Timeless Pleasures.

Niccolo by Marco Polo is a collection of contemporary urban chic hotels with the most desirable, highly-prized addresses. Niccolo is all about discovering and re-discovering luxury experiences, styles and tastes. While the hotels are modern spaces, Niccolo highly values the timeless pleasures of impeccable hospitality from another era. Underpinning everything is the desire to make life effortlessly luxurious for its guests.

The group of luxury hotels, launching in Chengdu in 2015, takes its name from 13th Century explorer and trader Niccolò Polo (father of Marco) whose epic 20-year adventures opened China to the world. His life odyssey not only connected East to West, but also brought ancient and modern worlds together, opened up trade between continents and dialogue between many different cultures. Discoverer, business leader and global ambassador, Niccolò Polo - and his remarkable exploits - epitomise the brand spirit.

Strategic direction & creative

Yang Rutherford were appointed in late 2013 to help Hong Kong based Marco Polo Hotels create their first new hospitality brand since 1986. We began by developing a unique Brand DNA that included recommendations on the offer itself, in particular the signature hotel services, products and even architectural features. We defined the brand vision, core values, style of service and character. We then developed the brand's position 'New Encounters. Timeless Pleasures', which is all about discoverering and re-discoverering luxury experiences, styles and tastes. While much of the offer is fresh and contemporary, we also introduced the timeless pleasures of service from another era in luxury.

Yang Rutherford went on to develop a brand marque and variety of logotypes to suit every occasion. We delivered a comprehensive brand guideline as well as a public facing brand book that communicates the key DNA. The comprehensive project, which is still ongoing, includes creating a library of brand images, a short film, the designing of over forty hotel items, the group website, the launch advertising campaign and other marketing collaterals.

Scope

Brand DNA
Brand Positioning
Brand Offers
Brand Expression
Naming
Brand Identity
Brand Image Library
Brand Film
Brand Book
Hotel Items
Launch Advertising
Website Design
Interiors Consultancy

Timeless Pleasures

At heart, we are discoverers and re-discoverers of luxury experiences, styles and tastes.

Journey Beyond

Filming in LA

our clients

Select a client or project to view our work

Hospitality

A Curious Group of Hotels

Atabey - Exumas

City of Dreams

Cordis Hotels

Cowley Manor

EAST Beijing

EAST Hong Kong

EAST Hotels

EAST Miami

Hotel Icon

Hyde Hotels

Langham Hospitality Group

Ledunfly Hospitality

L'Hotel Paris

Little Tai Hang

Marco Polo Hotels

New World Hospitality

Niccolo Hotels

Rediscovered

Rosewood Hotels and Resorts

Sands Casino & Resorts

Shangri-La Hotels & Resorts

Swire Hotels

The Murray

The Opposite House

The Upper House

U Hotels

Restaurants & Clubs

Above & Beyond

Bei

Domain

Duddell's

Feast

Green

Hagaki

Le Restaurant Paris

Punk - Beijing

Sugar

Sureno

The Market

The Workshop

ThéATRE

Xian

Real Estate

226

Blake's Advisors

Chow Tai Fook

CTF Finance Centre - Guangzhou

CTF Finance Centre - Tianjin

The Dalat at 1200

Fantasia Holdings

Gammon Construction

Grosvenor Crescent

Hoiana

Karma Lakelands

Nan Fung Group

New World Development

Ocean 3651

ONE Limassol

Pafilia

Summer Group

Swire Properties

Unitech Group

VinaCapital

Wheelock Properties

Winfield

World Resorts

Fashion & Retail

Chow Tai Fook

Debenhams

Gee

Givenchy

Hugo Boss

Josephine Home

Lowndes London

LVMH

Moss Bros Group

Ozwald Boateng

Pacific Place

Finance & Institutions

Advent International

American Express

Argentum Consulting

Casa Dei Bambini

CIS Hangzhou

CIS Hong Kong

Coutts World Card

Habour Business Forum

Hong Kong Government

Made in Africa Foundation

Mirae Asset

Tiger Cub Funds

Others

10 Design

Aedas

RMJM

South China Morning Post

Strata

SCMP Style Magazine

Urban Rock

our world

Global projects from
three timezones.

Hong Kong

13F Fung Lok Commercial Building
163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London

25 Chelsham Road
London SW4 6NR
UK
Tel +44 207 622 5788
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Dubai

PO Box 211578
Dubai, UAE
T +971 52 522 0560