Eight Hong Kong partners with Swire Hotels to launch The Middle House in Shanghai

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The Middle House.jpgSwire Hotels has engaged Eight Hong Kong for the launch of its latest addition to The House Collective.

Eight Hong Kong was tasked by the Swire Hotels team to create a print advertising campaign to announce the launch of The Middle House. Drawing inspiration from the idea of “intimate grandeur” the advertisement showcases the hotel’s opulent entrance, photographed by Michael Weber. Designed by Italian architect Piero Lissoni, The Middle House is Swire Hotel’s fourth property under The House Collective and is their sixth hotel in Asia.

“The photography shows how sumptuous the interiors are,” said Iain Richardson, Executive Creative Director, “yet the tone of the advertisement also conveys a warmth that is very much in keeping with the character of Swire Hotels.”

The new hotel’s name is woven closely to its sister properties – The Upper House in Hong Kong, The Opposite House in Beijing and The Temple House in Chengdu. The Middle House name refers to the historic district of Dazhongli where it is located.

“We are very excited to collaborate with Swire Hotels on the launch of this landmark property,” said Bjorn Fjelddahl, Partner.