Swire Hotels engages Eight for launch of latest addition to The House Collective
Hong Kong, May 23, 2018 - Eight was tasked by the Swire Hotels team to create a print advertising campaign to announce the launch of The Middle House. Drawing inspiration from the idea of “intimate grandeur” the advertisement showcases the hotel’s opulent entrance, photographed by Michael Weber. Designed by Italian architect Piero Lissoni, The Middle House is Swire Hotel’s fourth property under The House Collective and is their sixth hotel in Asia.
“The photography shows how sumptuous the interiors are,” says Iain Richardson, Executive Creative Director, “yet the tone of the advertisement also conveys a warmth that is very much in keeping with the character of Swire Hotels.”
The new hotel’s name is woven closely to its sister properties - The Upper House in Hong Kong, The Opposite House in Beijing and The Temple House in Chengdu. The Middle House name refers to the historic district of Dazhongli (大中里) where it is located.
“We are very excited to collaborate with Swire Hotels on the launch of this landmark property,” says Bjorn Fjelddahl, Partner.
About Swire Hotels and Swire Restaurants
Swire Hotels has been created to manage soulfully individual hotels in Hong Kong, Mainland China and the USA, providing a characterful experience for well travelled individually minded travellers who seek originality, style and personalised service. We create distinctive hotels with a sense of place that break with convention.
The company’s first hotel, The Opposite House in Beijing, opened in 2008 and was followed by The Upper House, Hong Kong, and then by EAST, Hong Kong, EAST, Beijing, The Temple House, Chengdu and EAST, Miami. The Middle House in Shanghai is scheduled to open in April 2018.
A restaurant division was set up in 2013 to manage the company’s stand-alone restaurant operations. Our first restaurant Plat du Jour opened in November 2013 followed by Public and Ground Public in Quarry Bay. The Continental in Pacific Place opened in October 2014 and Mr & Mrs Fox in 2015, follow by the second Plat du Jour opened in Pacific Place in 2016. Our latest addition, Republic, a sub-brand of Public opened in Taikoo Place in December 2017.