Eight shows off The PuLi Hotel and Spa as a work of art

New hotel and spa combines modern design with traditional culture

For the launch of The PuLi Hotel and Spa in Shanghai, brand company Eight Partnership created a launch campaign, website and collateral that put the focus on The PuLi’s unique blend of traditional Chinese culture and contemporary design.

Art is at the centre of the campaign as the new hotel was built from the ground up with an eye to creating a refined experience that blends China’s rich cultural traditions with the latest technology and highest quality service. Eight’s work drew on this inspiration to create visuals that capture the beauty of The PuLi’s art and presented it with a clean, modern look.

“Everything in the hotel was carefully chosen and put together with passion. We wanted to bring this out in our work by presenting the hotel as art – putting the focus on the beautifully displayed artifacts found within the hotel,” explains Charles Brian-Boys, Partner at Eight.

From the massive 32-metre Long Bar made from African teak wood, to the latest in lighting technology to keep with the brand’s environmentally conscious views, The PuLi has established itself as a completely new hotel experience for guests with discerning taste in design. Since opening, it has bucked the trend of low occupancy that has affected other luxury hotels in Shanghai – testament to the appeal it has in the market.

“From the outset we designed The PuLi to be a markedly different experience for our guests. The key idea was to create a seamless experience that melded the old and new with unparalleled service and facilities. Eight immediately understood our brand and created a campaign and collateral that perfectly matched who we are,” says Markus Engel, Director of Urban Resort Concepts (URC), the hotel management company of The PuLi Hotel and Spa.

About Eight Partnership

Founded in 1993, Eight Partnership is a brand company helping businesses create and manage high-performance brands. Eight provides brand strategy and creative services including design, digital communications and advertising. Clients include Apple, The Economist, Starbucks and Virgin Atlantic among others.

Eight's sister-company, Eight Custom Media provides branded content and corporate communications – magazines, websites, financial reports, books, TV programming. Both companies have offices in Beijing, Shanghai, Hong Kong and Macau.