This September, Swire Hotels launches a new brand campaign for The House Collective, which brings together four incredible properties under one recognised banner.
Since its beginning in Beijing twelve years ago, The House Collective has quietly grown, one House at a time, to now form a unique collection of characterful properties. Comprising The Opposite House, The Upper House, The Temple House, and The Middle House, The House Collective name means valued people and places – personalised service, inspiring journeys, craftsmanship, and design – while celebrating the individuality at the heart of each House.
With roots in some of Greater China’s leading cultural cities, each House has its own story, architecture, style, and personality. Rather than seeking to create a consensus in the experience they offer, the Houses embrace their differences from one another. And it is this individuality that the new campaign celebrates with the idea of ‘Houses not Hotels’.
Of the creative approach to the new campaign, Head of Brand and Communications, Teresa Muk comments, “A house is more than just four walls and a roof. It is a place with a soul. The idea ‘Houses Not Hotels’ captures not just the different look of the Houses but more importantly the magical experience of being there, made possible by our incredible teams of individuals who make each House their own.” Placing creativity and freedom at the heart of the brand, The House Collective’s new campaign and refreshed website illuminates the character and vibrant spirit of each House, its people, and destinations.
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