Spontaneous individuals

Spontaneous luxury

Swire Hotels is a collection of intriguing urban hotels with a distinctly unconventional take on luxury. Individuality and spontaneity are at the heart of everything this acclaimed hotelier does. Each of its highly unique properties has its very own character and singular contemporary design. They are also surprisingly unstuffy places to stay, with disarmingly warm, friendly staff who engage with guests and act on the spur of the moment.

In creating the Brand Expression and Brand Identity System (and very nearly all of the group’s brand communications since) our challenge has always been to present luxury in a spontaneous and surprising manner – without devaluing the offering. To communicate a serious commitment to hospitality in an often humorous or 'off-the-cuff' way; to share the brand’s naturally warm spirit, without ever overstepping the mark and becoming ‘too familiar’. We continue to be Swire Hotel’s brand consultants of choice, sharing their game changing vision that has altered the ‘chic luxury hotel‘ landscape and proven commercially highly successful.