The House Collective | My Story My House
The House Collective Launches its Latest Campaign, My Story My House. The campaign celebrates the individual properties within The House Collective portfolio and the opening of its latest addition, The Middle House, Shanghai.
In celebration of the newest addition to The House Collective portfolio, the luxury hotel brand of Swire Hotels unveils its latest campaign today titled, My Story My House. For this campaign, The House Collective collaborated with three uniquely talented and creative individuals and some of China’s leading cultural tastemakers – Frank Chou, renowned product designer and founder of Frank Chou Design Studio; Masha Ma, award-winning fashion designer and founder of MASHAMA; and acclaimed Peking Opera artist, Peiyu Wang.
At the centre of the campaign sits three personal videos featuring Frank Chou, Masha Ma, and Peiyu Wang. The videos tell each person’s story with The House Collective and how their own philosophy to work and life can be seen in The House Collective brand and its individual properties. For example, the fusion of Eastern and Western cultures in Chou’s design blends effortlessly with the aesthetic of The Temple House, Chengdu the upbeat and sophisticated energy of Ma’s fashion collection matches with The Upper House, Hong Kong and The Opposite House, Beijing offers Wang an ideal oasis of peace and tranquility after her performances.
The campaign will first launch in China on 29th March with a preview event at the highly anticipated The Middle House, Shanghai and begin to roll-out globally throughout spring of 2018. Consumers will be invited to share their own personal perspectives on The House Collective via social media using the hashtag #MyStoryMyHouse.
Toby Smith, Managing Director of Swire Hotels, comments, “‘My Story My House’ is not just a single creative campaign – it is the governing DNA of The House Collective. It embodies an outlook that is true to The House Collective loyalists – love for different yet finer things in life, search for originality, and appreciation for authenticity. This campaign comes to life at an important milestone for The House Collective – the opening of the brand’s newest property. The Middle House is the fourth iteration of The House Collective’s philosophy of intimate luxury, delivered through highly-personalised services.
Teresa Muk, Head of Brand & Communications at Swire Hotels, adds, “Individuality and spontaneity are at the very heart of The House Collective, and ‘My Story My House’ will enable the brand to broaden its network in a relevant and authentic way.”
The brand has embraced contrasting and boldly different personalities since the opening of its first property, The Opposite House, Beijing in 2008. With The Middle House, The House Collective introduces an elegant and calm oasis amidst the dynamic backdrop of Shanghai. A mark of elegance within one of Asia’s most sophisticated cities, The Middle House generously houses 111 rooms and 102 residences, 3 standout restaurants, The Lab at MI XUN Spa – offering an exclusive portfolio of products and treatments, and a members lounge.