tonychi | NU BE I J I NG BRAND CREAT ION 07 . 2 5 . 20 1 3

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creating BRANDPeople will forget what you said, people will forget what you did,

but people will never forget how you made them feel. m aya a n g e l o u

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EXPER IENCE = EMOT IONEMOTION = EXPER IENCE

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market competitive market creative

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intrigue inform inspire

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elegant solutions intelligent design impeccable service

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Developing Brand: defining the ideal customer experience and level of

consistency required across every practice and experience. It is critical that the

core components of the brand and the desired customer experience are clearly

understood. Internal to external. Create a powerful culture.

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DNA is the foundation of all living things; the blueprint for life. It enables you to adapt to the ever-changing world.

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t o k n ow a n d u n d e r s t a n d o n e s d n a i s t o k n ow o n e s e l f.

Only when you know who you are can

you fully and truly express yourself.

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d n a f o r d e s i g n

Brand DNA creates the essence for design; an undercurrent of energy and soul,

binding all the components together.

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b a c k g r o u n d

Hotels were places where traditional forms of community-based social control

broke down; they also functioned as important community gathering places,

locations where local people came together to meet, mingle, confer, and celebrate.

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t h r o u g h o u t t h e l i f e s p a n o f t h e h o t e l , t h e r e h av e b e e n m a n y e vo l u t i o n s .

People have changed, dcor has changed, times have changedbut the

components have more or less stayed the same. The norms that have come

to define the hospitality industry have also set the barriers for innovation.

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LOBBY MEETING

BANQUET FITNESS

GUESTROOMF&B

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COURTYARD

SOCIAL GATHERING

GREETING

CELEBRATION

MIND & BODYEAT & DRINK

PERSONAL SPACE

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APPREC IATEDEXPECTED

L O W VA L U E

INSP IR ING

H I G H VA L U E

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o p p o r t u n i t y

Financial districts become ghost towns at night and on weekends. Wall Street,

Pudong, Shinjuku, Chaoyang. After 5pm, CBDs goes dark, NU can turn on the light.

NU heralds a new era in business hospitality.

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b u s i n e s s h o t e l s are a resource and their main purpose is to complement the

work of the offices around them. Usually, at best, they are practical and efficient.

At worst, they are boring, basic and sterilea humdrum extension of the

corporate work place.

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b o u t i q u e h o t e l s create often contrived orchestrated experiences.

Cool, hip, trendy experiences which the herds eventually move on from.

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n u c h a n g e s a l l t h at at a f u n d a m e n t a l l e v e l .

NU isnt just an improvement on the business hotel; nor is it an evolution of

a boutique hotel. NU is a redefinition, an innovation of the possibilities of what

work/life and lifestyle hospitality can be. As a true innovator, NU rises above

market competition to become a market creator.

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19901930

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2020

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19901930

1960

2020

1980

1920

1940

2000

19101970

1950

2010

14

16

12

1o

8

6

4

2

2 4

2 2

2o

18

13

9

11

1

7

2 3

21

5

3

19

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19901930

1960

2020

1980

1920

1940

2000

19101970

1950

2010

16

14

12

1o

8

6

4

2

2 4

2 2

2o

18

13

9

11

1

7

2 3

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5

3

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W O R K H O U R S 9 to 5 W O R K H O U R S 8 to 8 W O R K H O U R S 24 hours

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wo r k i n g h o u r s

vs. Social Hours

Innovations which

transformed social norms

TELEV IS IOn cOmpUTER IpOd

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t h e i n f o r m at i o n a g e

gives way to the Inspiration Age:

Confluence

Connectivity

Collision

Community

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THE AffLUEnT

AdVEnTURER

t h e g l o b a ln o m a d

t h e wo r l dt r av e l l e r

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A tribe of global adventurers bounded by a common quest for creative experiences and

an obsession with the authentic. Cultured // Educated // Driven. These are todays taste-

makers, influencers attracted to the road less travelled and the means by which to explore it.

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Large ScaleMore is MoreExpensiveDecadentCertifiedConscientiousComplexCollectStandardDemographicOrchestratedRatingsDevelopAuthenticValue Engineered

20thc e n t u ryt h i n k i n g

PersonalJust RightValuableNecessaryCommittedConsiderateLogicalCurateSensoryDistinctiveSymphonicA Passionate Life DesignPureValue Creation

21stc e n t u ry

t h i n k i n g

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Luxury Redefined20TH C Opulence

Expensive

Exclusive

Rich

Overload

21ST C Simple Pleasures

Valuable

Inclusive

Wealth

Simplicity

EXPENSE

VALUE

EXPENSE VALUE

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The experience generation

and the barrier free society.

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t h e r u l e s o f wo r k l i f e a r e c h a n g i n g .

Globalization and technology have broken the temporal and physical boundaries of

the office. Business is conducted as much virtually as it is face to face. Business is

conducted around the clock as it happens around the world. The line between work

and the rest of our lives has dissolved.

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WOR KL I fE

H OmEL I fE

SOc I ALL I fE

pERSOnALL I fE

NU life

o n e l i f e .

q ua l i ty o f l i f e .