Taking design cues from Chinese fables

mira-moon

Miramar Group’s design hotel journey is just starting – and its soon-to-open Mira Moon has given Chinese traditions a contemporary spin, while incorporating technology throughout.

Mira Moon, which is scheduled to open in Wan Chai in 2013, offers 90 rooms in three sizes (from 22m2 to 40.5m2), a 139m2 penthouse suite, as well as facilities such as a lobby bar, a restaurant and a gym. Rooms are outfitted with tech-savvy features such iPad dock stations.

Backed by a strong design aesthetic, guests stepping into the hotel will be greeted by a trio of hanging lanterns – which light up and move about at different times of the day.

Dirk Dalichau, director of group strategic marketing, Miramar Group, said: “A design-focused property, Mira Moon takes traditional Chinese folklore and the Moon Festival and presents them in a contemporary way.”

The moon as well as characters from the fable – the Moon Goddess and the Rabbit – are represented throughout the hotel, from the peony flower walls and carpets to Bisazza mosaic tiles.

Recognising that design has become indipensable in hotels, Dalichau said: “At Mira Moon, we try to show modern Hong Kong in many ways. The city is vibrant and fun, so we incorporate items like chandeliers, while linking the traditional and urban.”

Great design should be timeless, he emphasised. “For example, we feature Arne Jacobsen’s Egg chairs in four different colours to match the room interiors. This timeless design dates back to the 1950s and it still works. It’s vital to have a story behind to keep it alive.”

However, design is not the hotel’s only USP, Dalichau pointed out, as other details like welcome amenities, beauty products and technology also count.

“At Mira Moon, the initial concept is to provide more platforms of communication and we also update concepts to keep pace with travellers’ changing needs. For instance, Gen Y and Gen Z have different demands and behaviours, so we need to keep things alive and up to date,” he said. “It’s a big step as this design hotel is only slightly smaller than The Mira. We are targeting savvy travellers from the media, music and finance (industries).”

In 2009, the chain sucessfully revamped and rebranded its flagship Miramar Hotel as The Mira Hong Kong, which became the blueprint for its second design hotel, Mira Moon. It now targets FITs who appreciate design and lifestyle.

“Prior to the revamp, the Miramar was an old traditional five-star property targeting tour groups. The management transformed the entire hotel – it was not just a change in design but also a service concept and product upgrade. This transformation brought the company into the lifestyle segment, raising our profile as well as enhancing our image,” said
Dalichau.

Brand awareness and international exposure spiked, with The Mira winning more than 30 awards since its inception. The hotel also saw its market mix – once dominated by Chinese and regional travellers – giving way to more international travellers who now comprise 50 per cent of all guests. The hotel’s renewal was also a financial success as room rates doubled, he revealed.

Hong Kong’s design hotel development needs to move faster to keep up with the changing demands and behaviour of travellers, Dalichau contended. “The Chinese market, for example, spend less on accommodation (to save up for shopping). However, we observe that more Chinese are seeking out different hotels and appreciating certain (types of) luxury. They learn quickly,” he said.

This article was first published in TTG Asia, September 21, 2012 on page 16. To read more, please view our digital edition or click here to subscribe.

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