15 Nov, 2022

The House Collective Introduces “Updated Memories”, as Told by Revered Creatives

“Updated Memories” brings the four Houses and cities to life through music, flavors, and sight. Friends of The House Collective share their memories of time spent at the Houses in their respective artistic mediums, reconnecting with the brand’s global network of travelers.

9 November 2022, Hong Kong –
The House Collective announces its “Updated Memories” campaign, an ode to reconnecting with and re-exploring different cities after being away for so long. With the help of global creatives Verbal (Ambush)Dr. WooBenji B, and Yoyo Cao – all coined the Global Nomads, the campaign highlights the four cities of the Houses: Beijing, Hong Kong, Shanghai and Chengdu. The House Collective will bring the essence of each property and its city to life through cocktails, music, and visuals; with each expression representing the past, present, and future.

Apart from installations at each House, The House Collective will also bring all the elements of these “Updated Memories” together through striking design in a digital zine. Available to a global audience, the digital zine creates a portal to The House Collective’s ethos and the individual properties that contribute to it.

Teresa Muk, Head of Brand and Strategic Marketing states “We hope that The House Collective can become a link between travelers and their destinations by being more than a place to stay. This time, we have joined hands with global creatives who are also friends of the Houses, to use diverse mediums to showcase memories of the cities. This fits perfectly within the cultural and artistic pursuit of The House Collective.”

In order to bring these “Updated Memories” to friends beyond the four cities, starting from mid-November The House Collective will also be partnering with various bars to host pop-ups in metropolitan cities that The House Collective’s friends call home. In New York City, The House Collective will be featured at the famed Temple Bar from 9 to 21 November with the limited-edition “Updated Memories” cocktails. In Singapore, the pop-up will take place in Night Hawk bar from 5 – 17 December. A chance to win a two-night stay at The Upper House, The Middle House, The Temple House, or The Opposite House will also be up for grabs at all pop-up venues.

The Past: Memories in a Glass
The first component of the campaign represents flavors, through cocktails. Concocted to rekindle fond memories, mixologists from each House will create three cocktails inspired by signature flavor and the scents of the cities. To showcase Beijing’s signature dish, Harry Zhang, the mixologist from the UNION bar has created the Pekin Dandy with Beijing roast duck fat.

The Present: A Mirror of the Present

The second component represents the present, through visuals. Content creators will produce short films to depict each city in its current form, with monologues by the Global Nomads who share their memories of the Houses and the cities. Through Verbal (Ambush)’s dialogue, he recalls memories of late nights DJ-ing in Shanghai, which is characterized vividly in the short film. Yoyo Cao on the other hand speaks of her appreciation of Chengdu as a melting pot – of beauty, dynamism, and cuisine.

The Future: Listen to the Future
Third is the representation of the future, through music. The House Collective asked each Global Nomad to share music that reminds them of the beautiful cities, curated on the premise of what to look forward to. Each city is represented by a different Global Nomad, and these tracks come to form the House Frequencies playlist, a sonic journey that takes listeners into the future. Benji B, British DJ and music producer, compiles tracks that represent his memories and anticipation to once again relax and wind down at The Opposite House in the heart of Beijing. Dr. Woo, famed Los Angeles-based tattoo artist, shares the sounds that help him feel right at home in The Upper House. 

The Digital Zine can be found here: Link
More Images Here: Images

For more information, please contact:
Ms. Teresa Muk
Head of Brand & Communications
Swire Hotels
Tel: +852 2844 8998
Email: teresamuk@swirehotels.com

Ms. Jaime Chua
Assistant Director of Marketing
Swire Hotels
Tel: +852 2844 4068
Email: jaimechua@swirehotels.com

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