{"id":36645,"date":"2024-05-07T16:56:25","date_gmt":"2024-05-07T08:56:25","guid":{"rendered":"https:\/\/vertu.com\/?p=36645"},"modified":"2024-05-07T16:56:25","modified_gmt":"2024-05-07T08:56:25","slug":"in-the-new-luxury-context-how-does-this-legendary-hotel-brand-impress-consumers","status":"publish","type":"post","link":"https:\/\/legacy.vertu.com\/ar\/%d9%86%d9%85%d8%b7-%d8%a7%d9%84%d8%ad%d9%8a%d8%a7%d8%a9\/in-the-new-luxury-context-how-does-this-legendary-hotel-brand-impress-consumers\/","title":{"rendered":"\u0641\u064a \u0633\u064a\u0627\u0642 \u0627\u0644\u0641\u062e\u0627\u0645\u0629 \u0627\u0644\u062c\u062f\u064a\u062f\u060c \u0643\u064a\u0641 \u062a\u062b\u064a\u0631 \u0647\u0630\u0647 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0641\u0646\u062f\u0642\u064a\u0629 \u0627\u0644\u0623\u0633\u0637\u0648\u0631\u064a\u0629 \u0625\u0639\u062c\u0627\u0628 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643\u064a\u0646\u061f"},"content":{"rendered":"

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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Trends such as “quiet luxury” and “intellectual style”, which have been popular since last year, reveal people's yearning for new luxury in the post-epidemic era, that is, luxury does not mean the publicity of wealth, but should be consistent material and spiritual abundance inside and outside. Major brands have also shifted their narrative logic from depicting extravagant “dream-making” scenes to those precious moments in life that resonate emotionally.<\/p>\n

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\u0622\u0641\u0627\u0642 \u0627\u0644\u0635\u0646\u0627\u0639\u0629<\/h2>\n

\u0627\u0644\u0645\u0635\u062f\u0631: \u0645\u062c\u0645\u0648\u0639\u0629 \u0641\u0646\u0627\u062f\u0642 \u0645\u0627\u0646\u062f\u0627\u0631\u064a\u0646 \u0623\u0648\u0631\u064a\u0646\u062a\u0627\u0644<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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It is not difficult to understand why Mandarin Oriental Hotel Group will choose to cooperate with young director Zou Jing. In January this year, the two sides launched a brand-new brand film, with the theme of “the heart's direction”, exploring the core of people and themselves and their intimate relationship during the journey, and showing the most real yearning of people in busy cities.<\/p>\n

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As for the content expression, she believes that the purer it is, the more moving it is: “I always feel that what touches the heart is the most everyday scenes and details, and we use the ‘hugges' of different characters throughout the film. The hug can be the emotional intersection of him and her, her and him and it, or the traveler's embrace of life itself, a power to find himself.”<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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For a long time, the Spring Festival marketing habit has shown a festive atmosphere with prosperous colors and lively scenery. Mandarin Oriental's short film has creatively avoided the traditional New Year model and encouraged people to bravely pursue “the direction of their hearts” with the implication of “New Year's Journey”. This kind of narrative way of depicting ordinary things to realize “seeing the big from the small” stems from Zou Jing's accurate grasp of the lens language.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0645\u0635\u062f\u0631 \u0627\u0644\u0635\u0648\u0631\u0629: zoujingingfilms.com<\/p>\n

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The inspiration collision between the two also provides a new communication perspective for the luxury hotel industry. In recent years, the “Quiet Luxury Quiet Luxury Style” emerging from the fashion industry is gradually affecting all aspects of food, clothing, housing and transportation. Behind the market's pursuit of “low-key luxury”, the new generation of consumers are paying more and more attention to spiritual prosperity.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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After more than 60 years of development, the Oriental Mandarin Hotel Group currently operates 38 hotels and 11 hotel-managed residential projects in 25 countries and regions around the world, each of which reflects the group's integration of oriental traditions and local characteristics. Creative ingenuity.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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At the opening of the Mandarin Oriental Hotel in Guangzhou, famous fashion designer Vivienne Tam Tan Yuyan was invited to personally design folding fans for her hometown. She is also one of the celebrity fans of the hotel. Tam uses bright and bold color matching. The fan is made of Chinese facial makeup, geometry and flowers, reflecting the characteristics of Guangzhou's “Flower City. Space landscaping is also everywhere to highlight the mandarin oriental “downtown seclusion” of the ingenuity, its green forest surrounded by some hidden entrance, you can see by the famous sculptor Shi Jinsong creation of the work “spirit \u300d. This lifelike pine tree is made of environmentally friendly wood and metal clips, and is full of Chinese painting against a dark background wall.<\/p>\n

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Every Mandarin Oriental hotel is a retreat from the world, combining luxury with oriental elegance. If the unique space aesthetics and service facilities are the cornerstone of Mandarin Oriental Group based on the luxury hotel industry, then the fan community composed of celebrities as the core constitutes its most important “soft power”. “ImAFan” is a pun, which not only represents the hotel's iconic “folding fan”, but also means “celebrity fans” from all walks of life. “We Are Fans” means the close connection between the hotel and its residents. The hotel's folding fans are only used as gifts for limited check-in. Collecting different folding fans has also become the exclusive “clock-in” fun for fans of Mandarin Oriental Hotel.<\/p>\n

Mandarin Oriental Hotel's celebrity fan lineup includes Liu Yuling, Yang Ziqiong, Zhang Manyu, Deng Yongqiang, Sir Peter Blake, Jane Seymour, etc., covering different industries such as architecture, fashion, film and television, and art. It is reported that the cooperation between many celebrities and Mandarin Oriental is not a traditional endorsement relationship, but tends to be “close friends”. They often appear at hotel events to share their views on travel with the public.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

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These characteristic projects do not blindly highlight the luxury experience. On the contrary, Mandarin Oriental pays more attention to the interaction and connection between people, so that the function of the hotel is not only the residence, but also the community and home where fans can relax during the journey. Located in one of Beijing's oldest alleys, Mandarin Oriental Beijing's spacious and luxurious landscaped courtyard rooms immerse guests in the charm of traditional Beijing life.<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

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(\u0627\u0644\u0645\u0635\u062f\u0631: Vogue Business)<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>","protected":false},"excerpt":{"rendered":"

With the advent of the Lunar New year, Mandarin Oriental Hotel Group released a brand short film called “the direction […]<\/p>","protected":false},"author":1,"featured_media":36644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[49],"tags":[],"class_list":["post-36645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-and-design"],"acf":[],"_links":{"self":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/posts\/36645","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/comments?post=36645"}],"version-history":[{"count":0,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/posts\/36645\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/media\/36644"}],"wp:attachment":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/media?parent=36645"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/categories?post=36645"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/tags?post=36645"}],"curies":[{"name":"\u0648\u0648\u0631\u062f\u0628\u0631\u064a\u0633","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}