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Engaging

the senses

Brand design

Communications

hospitality

The Upper House

Branding a flagship hotel

Creating intrigue

Catching Hong Kong's five-star hotels napping, Swire Hotels re-imagined the luxury guest experience from the ground upwards at its flagship Hong Kong property - The Upper House. With its understated feeling of residential calm, friendly informal atmosphere and wonderfully understated interior by Andre Fu, The Upper House has won international recognition from Conde Nast, Wallpaper and TripAdvisor. It is the very latest word in urban chic.

From the quirky hotel art inspired identity - a sculptural U form with reflection below - to the lenticular self-animating guest room key card, we created designs that are as uniquely individual as the hotel itself. Designs that interact with guests and become talking points for the brand. From the brochure slipcase that gently slides opens to reveal a stunning view of Hong Kong harbour (taken from the hotel) to the sumptuous guest umbrella, we created a highly distinctive and surprising on-brand experience.

Scope

Brand Identity
Brochure
iPod Touch Screens
Guest Items
Main Signage
Advertising
Packaging
Gift Card
Guest Communication
Art Direction

Client Comments

"From the outset Yang Rutherford understood the brand essence and set about creating an unexpected identity and surprising applications to express it. Their innovative ideas provided us with items like the double-skin umbrellas were great fun. The guest room key card, in particular, was an interesting and different and a wonderful talking point. All these applications added to the interest that fast developed around the hotel. Our clients identified these items with our brand and they were quickly in demand."

Dean Winter
General Manager