Yi Long 壹笼, Shanghai

Strategy / Branding / Interior Design / Way-finding / Collateral

Dim Sum Society.

Feeding the inescapable demand for premium casual dining and global cuisine in China, Yi Long 壹笼 brings a new twist to the ever-popular Dim Sum dining experience to the city of Shanghai, China. The client, well versed in hospitality in Sydney Australia and China, visioned a new dining experience that would rival the famous yum cha dining establishments of Hong Kong yet make it accessible to the growing middle class. With his family’s history in Yum Cha with his father a long time pupil of a famous master dim sum chef from the province of Guangdong, the concept sought to modernise the traditional with an experience to appeal to a new audience, old and young alike.

 
 

BrandWorks was engaged to provide end-to-end concept, brand and interior design and collateral rollout. The direction was fancy glamour, chic, playful and fun, with a nod to the golden age of travel, jetting into Hong Kong and revelling in the glitz of the hotel lobby life. Inspired by the grand hotels of Hong Kong, where famous celebrities, singers and movie stars dwelled, Yi Long recaptures the glitz and glamour of those golden years; the place to be seen amongst Hong Kong’s glitterati and international jet set. Celebrating Hong Kong traditions and reimagining Yum Cha, the brand’s concept centred around the “Dim Sum Society”, where the experience took patrons on a journey through the inner workings of the grand hotel, where guests were invited to dress in their chic finest and meet up for cocktails, tea and yum cha.

Filled with nostalgia and defining moments in Hong Kong’s pop culture and travel, the story begins with the “Grand Destination”, reminiscing the art of travel and the destination as a journey unto itself. The British colonial outpost set in the tropical beach-side scenery of Hong Kong served as a breezy backdrop for the art-deco inspired venue; a leisurely summer afternoon, with the cool sea breeze across your face, providing relief from the humidity and tropical sun. The graphic signage and way-finding seek to emulate the hotel lobby’s visual statement, with menus, hotel stationery and stamps and staff uniforms completing the hotel’s art-deco aesthetic. Colourful Dim Sum paired with iced tea and tropical tipples, guests are invited to escape the city bustle in a private booth of their own taking, transcending into a world of sensual pleasure of lush vibrant colour, taste, smell and music from sunrise to sunset with entourage close behind.

Now open.


More information:

Awards:

YI-LONG-BRANDWORKS-SHANGHAI-CHINA