Mandarin Oriental – Redefining contemporary elegance
Mandarin Oriental Hyde Park, London - one of the World's most iconic hotels - invited us to re-position them following their breathtaking renovation.
The Magic of Hyde Park
We began our journey by looking to the brand positioning and values of the the overarching Mandarin Oriental and then set about developing the creative strategy and new positioning for this soon-to-be renovated icon.
One of our key sources of inspiration for our creative strategy were the subtle references to Hyde Park that interior designer Joyce Wang had lovingly integrated into the hotel’s new interiors: Bridal paths subtly blind embossed onto bedroom ceilings, feathers from the Park’s birds translated into chinoiserie adoring the walls, acorns and chrysanthemum flowers re-imagined as chandeliers and carpet designs featuring abstracted leaf patterns throughout the public spaces.
Our overarching campaign message ‘We’ve been inspired’ was a nod to the inspiration the Park had provided in the re-birth of this majestic grand dame, while secondary messaging such as ‘by the natural beauty of Hyde Park’ or ‘by exquisite design and craftsmanship’ and ‘to delight you more than ever’ spoke to key messages the brand team wanted to communicate though the new communications.
Our positioning statement ‘Defining contemporary elegance for generations to come’ perfectly transcended both the Mandarin Oriental brand and their future intent.
We conceived and art directed a suite of images featuring key elements from the Park that had inspired the new interiors as well as the corresponding interiors themselves. The campaign and communications were rolled out across consumer-facing communications including advertising, brochures, online and animations on social media.
Three years on and we still work closely with and support the hotel in their constant pursuit to surprise and delight people, all around the world.