The Mira Hong Kong
- Brand strategy
- Brand identity
- Brand advertising
- Brand design
- F&B communications
Top-to-toe makeover
Challenge
Part of a US$60M complete top-to-bottom renovation of the aged Miramar group’s flagship hotel, the brief was to create a new, contemporary 5-star brand.
Solution
Working New Yorker Colin Cowie’s interior styling direction, Eight crafted a design language taking most of its inspiration from the look and feel of the new hotel. In a subtle nod to the past a new name was coined, ‘the Mira’, while moving the brand into the future. Naming/identities were created for all food and beverage outlets, while a crowning mass media launch campaign broke ground in Sep 2009.
Results
Hoteliers from the region have all sat up and taken notice with the Mira’s launch being now hotly anticipated by trade and travelers alike.