Swire Hotels engages Eight to create two restaurant brands
Hong Kong, July 24, 2018 - Swire Hotels engaged Eight to create two restaurant brands for The Middle House, their new hotel and residences in Shanghai. In particular, Eight created the name and visual identity for the Chinese restaurant and the visual identity for the hotel’s Italian restaurant. “Swire Hotels is one of the most design-focused hotel brands, especially in Asia, and we are delighted to work with them on these high-visibility projects,” says Chris Fjelddahl, Partner
Designed by Italian architect Piero Lissoni, The Middle House is Swire Hotel’s fourth property under The House Collective family and their sixth hotel in Asia. Its 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. It also refers to the historic district of Dazhongli (大中里) where it is located.
For the Chinese restaurant, Eight developed the name Sui Tang Li (随堂里) which is a reference to the two dynasties, the Sui and the Tang, which marked a cultural peak in the history of China. In addition, the name has a connotation of ease and relaxation, which correlates with the atmosphere of a club. Eight then developed the visual identity, drawing inspiration from the signature spiral staircase designed by Lissoni that connects three levels within the building.
The name of the Italian restaurant, Frasca, which means ‘branch’ in Italian, refers to the concept of dining outdoors in vineyards. As a result, Eight developed a visual identity reminiscent of vines and leaves. The logo is a combination of symbols for a roof, a glass of wine and a platter. Eight also worked with Frasca to create collaterals for the restaurant, the interiors of which were designed by Italian stylist and creative consultant, Cristina Vignoli.
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 opened 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.