Shangri-La Hotels and Resorts 2007-2009, Global. Creative Director (Art): Sebastian Lembke, Creative Director (Copy): Malcolm Costain, Agency: TBWA\Hong Kong.
The Hong Kong-based Shangri-La Hotels and Resorts has grown to become the largest on the Asian market and is today regarded globally as one of the world’s finest hotel groups.
During my time as the Global Creative Director (art-based) for Shangri-La, I helped lead the company to its largest undertaking in development in company history, with new developments taking place in China, Japan and even across Europe. Which lead to many of the hotels today’s largest and most successful locations being able to undergo renovations and makeovers.
The highlight of my work there was the introduction of Shangri-La Paris 2010, which established the brand’s presence in Europe. My main objective as Global Creative Director was to provide a vision for the brand’s global presence and to keep all the work produced within the brand platform.
The name “Shangri-La” is derived from the book “Lost Horizon” by James Hilton, a mystical place of peace, tranquility, and rejuvenation. Something that is today reflected in the legendary calming hospitality of Shangri-La Hotels and Resorts. Often referred to as the Shangri-La moment, a spiritual, individual experience of let go. However, the brand wasn’t always associated as a luxury brand and therefore there was an opportunity to increase glamour without losing its sincerity.
The advertising platform I helped create during my time as the Global Creative Director was based on the top/tail advertising layout using a word in the top and another in the tail with a visual in the middle, giving the brand a unique look which disrupted the category.