HUALUXE Hotel / InterContinental Hotels Group
About This Project
The world-known hotel brand, InterContinental Hotel group (IHG) launched the HUALUXE Hotels and Resorts, the first-ever upscale international brand designed specifically for Chinese guests. The brand is based on the unique Chinese aspects of etiquette, to the Chinese consumer demand for social, business and hotel as the core, fully embodies the Chinese “hospitality”.
HuaLuxe brand’s conception and birth, puts forward four core subjects: Chinese aspects of etiquette, status recognition, rejuvenation in nature, spaces enabling social interactions. With the new brand, allowed us to be completely in the development of brand and image, and also to remember that to a very high standard to ensure the development strategy and design to transfer four core subjects.
To be proud of inheriting Chinese traditional culture and customs, and can fit the modern high-end international hotel brand, also based on national consumer demand, these three was successfully delivered through the combination of Chinese & Western culture and brand image design, not only presented boutique hotel’s brand texture, artistic aesthetic feeling, but also catered the huge opportunity of Chinese market contains.