1、,Grand Hyatt Shenzhou Hainan, China 君悦神州半岛 中国海南,City Crossing Grand Hyatt Hotel Shenzhen, China 华润中心 凯悦酒店 中国深圳,City Crossing Shenzhen, China 华润中心 中国深圳,Venetian Macao Macao, China 威尼斯人酒店 中国澳门,Venetian Macao Macao, China 威尼斯酒店 中国澳门,Life Hub Daning Shanghai, China 大宁国际商业中心 中国上海,5-hectare site One of Sh
2、anghais first modern mixed-use developments with open-air retail The development includes shops and restaurants ranging from the discount electronics chain, Gome, to trendy, upscale boutiques,Life Hub Daning Shanghai, China 大宁国际商业中心 中国上海,37-storey 12-storey shopping center 25-storey Hyatt Regency ho
3、tel.1,200,000 square feet of retail space, 450 guest rooms and supporting hotel amenities.,Hyatt Regency 丽晶酒店,凯悦集团Chengdu,China 成都,中国,Disneys Port Orleans and Dixie Landings Resort Orlando, Florida 奥尔良港迪斯尼度假村及南方风情迪斯尼度假村 佛罗里达，奥兰多,Disneys Boardwalk Resort Orlando, Florida迪斯尼步行街 佛罗里达 奥兰多,Designed in th
4、e 1930s to be “the greatest resort in the world.” 设计于1930年，号称“世界上最杰出的旅游胜地” A centerpiece of the renovations is the 35,000 SF Spa Palazzo 占地面积达35，000平方英尺 的温泉宅邸是本次改建的焦点 Design in the style of a Spanish palace, handmade tiles, stonework and ceramics were used throughout 西班牙宫殿风格，手工瓷砖，石雕和陶艺贯穿整个设计 Old Wor
5、ld dcor meets casual elegance with cathedral windows, a mahogany staircase, and opulent chairs 大教堂窗棂，红褐色楼梯和富丽堂皇的座椅采用 格调，于闲适中体现优雅气质,Boca Raton Resort & Club Spa Palazzo Boca Raton, FL 博卡拉顿度假村，会所奎里纳勒SPA馆 弗罗里达博卡拉顿,Mandarin Oriental Hotel Miami, Florida 东方文华酒店 佛罗里达州迈阿密,A 20-story, 560,000 SF luxury hote
6、l providing 329 guest rooms and suites 20层豪华酒店，占地52，080平方米，拥有329件客/套房 Two restaurants, two lobby-level bars, a fitness center, spa and meeting facilities 2家餐厅，2间大堂吧，1处健身中心，SPA和会议设施 Over 15,000 SF of banquet and conference facilities can accommodate 600 guests 1395平方米宴会及会议设施，可容纳600位宾客 Prime views of
7、Biscayne Bay and downtown Miami skyline 可俯瞰比斯坎湾和迈阿密市,Marriott Harbor Beach Resort & Spa Ft. Lauderdale, Florida 万豪港湾度假酒店 佛罗里达州,18-month phased renovation of the resorts entryway, lobby and coffee shop 入口通道,大堂及咖啡店18个月阶段性装修 Created a new European-style restaurant and bar 新建欧式餐饮酒吧 Put the finishing tou
8、ches on a new spa 最后完成新建SPA的修建 The nautical aesthetic of the renovation perfectly complements the resorts oceanfront setting 海洋格调装潢完美衬托海滨景致,Hyatt Chesapeake Marylands Eastern Shore 切斯比克湾凯悦酒店 马里兰州东海岸,Renaissance Hotel Plantation, Florida, USA 万丽酒店 美国佛罗里达,Amstel Inter-Continental Amsterdam, Netherland
9、s 阿姆斯特丹洲际酒店 荷兰阿姆斯特丹,Located on Amsterdams Amstel River, the hotel was converted from its original 111 guest rooms to a new “grand luxury” 79-room, five-star hotel RTKLs design added a new two-level dining conservatory for 97 guests A leisure center with swimming pool and health club/spa was also add
10、ed The renovation process of the hotel included restoration of the exterior timber, brick and stone faade,Amstel Inter Continental Amsterdam, Netherlands,Located on Amsterdams Amstel River, the hotel was converted from its original 111 guest rooms to a new “grand luxury” 79-room, five-star hotel RTK
11、Ls design added a new two-level dining conservatory for 97 guests A leisure center with swimming pool and health club/spa was also added The renovation process of the hotel included restoration of the exterior timber, brick and stone faade,St. Andrews Old Course Hotel St. Andrews, Scotland,Renovatio
12、n and expansion of historic hotel Consolidation of guest rooms on three levels into 125 rooms including 22 suites Expansion of the spa, construction of a lap pool, addition of a 30,000 SF ballroom/meeting room, and renovation of the pro shop Design incorporated traditional Scottish details such as a
13、 pitched slate roof and wrought-iron balconies,Harborside Hyatt Conference Center and Hotel Boston, Massachusetts, USA 滨海凯悦会议中心及酒店 美国麻省波斯顿,Grand Hyatt Washington, DC, USA凯悦大酒店 美国华盛顿,Disneys Port Orleans and Dixie Landings Resort Orlando, Florida奥尔良港迪斯尼度假村及南方风情迪斯尼度假村 佛罗里达 奥兰多,Marriotts Orlando World
14、Center Orlando, Florida, USA 奥兰多万豪世界中心 美国佛罗里达州奥兰多,Renaissance Gateway Convention Center Hotel St. Louis MO, USA 万丽会议中心宾馆 密苏里州圣路易市,Club Industrial de Monterrey Monterrey, New Mexico 蒙特雷工业俱乐部 新墨西哥州蒙特雷,A five-story, 60,000 SF mountaintop clubhouse 占地5，580平方米的5层山顶俱乐部会所 Three dining rooms, an event hall,
15、 administrative offices, and a 350-car parking garage 3家餐厅，1座大型会馆，行政管理处，可容纳350车位的停车库 A two-level wine cellar is housed in a 45-foot-high cone-shaped structure derived from historic Mexican grain silos 2层酒窖位于13.7英米高的锥形建筑内部，其起源于历史悠久的墨西哥谷粮仓 Structure utilizes passive solar design 建筑采用合阳设计,Ritz-Carlton
16、St. Thomas US Virgin Islands 圣托马斯丽嘉大酒店 美属维尔京群岛美属维尔京群岛,A remote 15-acre oceanfront resort suffered significant hurricane damage; renovation schedule was a tight six months 远郊15英亩海滨旅游胜地遭遇飓风；6个月紧张的修复计划 All materials shipped in by boat or air 所有材料都通过海运或空运 Many of the original furnishings were refurbishe
17、d and reused 重新装修利用大部分原设施 Completed on time, renovation blends Italian-style luxury and classic tropical sensibilities 及时完工，新装潢糅合意大利奢华气息和经典的热带风情,Ritz-Carlton St. Thomas St. Thomas, US Virgin Islands 丽嘉 圣托马斯 美属维京群岛，圣托马斯,Our Lucaya Grand Bahama Island 我们的露卡娅 大巴哈马斯群岛,The resort stretches a half-mile al
18、ong Grand Bahama Island 度假区沿大巴哈马斯群岛绵延半英里 Amenities include 1400 guest rooms in three separate hotels, a casino, two 18-hole golf courses, a health club, multiple swimming pools, and eight restaurants 3家具有1400间客房的宾馆，一间娱乐场，两个18洞高尔夫球道，一家健身俱乐部，数个游泳池，八间餐厅 40,000 SF of convention and meeting space complem
19、ents a resort village 度假村设有面积为40，000平方英尺的会议空间 A pedestrian experience links all of the resorts many offerings, while preserving the unique ambience of each building and amenity 步行交通将各功能连接起来，确保每一幢建筑营造的独特氛围,Ritz-Carlton Naples Naples, FL 丽嘉那不勒斯 佛罗里达，那不勒斯,Ritz-Carlton Naples Spa Naples, Florida 那不勒斯丽嘉酒
20、店 佛罗里达州那不勒斯,Yokahoma Waterfront Yokahoma, Japan 横滨滨水度假村 日本横滨,Yokohama Bayside Marina Yokohama, Japan 横滨海湾娱乐城 日本横滨,Capital Towers 首都大厦,Punta del Este Uruguay 乌拉圭,Punta del Este Uruguay 乌拉圭,Four Seasons/Regent Residences Jakarta, Indonesia四季酒店公寓 印度尼西亚雅加达,Grand Hyatt Shenzhou Hainan, China 君悦神州半岛 中国海南,
21、Shenzhou Grand Hyatt Hainan, China 神州凯悦酒店 中国海南,Shenzhou Grand Hyatt Hainan, China 神州凯悦酒店 中国海南,Wuxi Jinyuan Resort Wuxi, China 无锡锦园度假村 中国无锡,Sun River Beitou Lake Master Plan Hainan, China 万宁太阳河及碑头水库总体规划 中国海南岛万宁市,Boao Master Plan Hainan, China 博鳌总体规划 中国海南岛,Haitang Bay Resort Master Plan Hainan, China
22、海棠湾度假村总体规划 中国海南,Haitang Bay Resort Master Plan Hainan, China 海棠湾度假村总体规划 中国海南,Xiasha Coastal Resort Shenzhen, China 下沙海滨度假村 中国深圳,Tianjin “Oriental Paris”the French Style Central City Garden Tianjin, China 天津“东方巴黎”法式风情区城市设计 中国天津,Jang-Mok Village Resorts Koje Island, Korea,Master plan for a four-season
23、 resort island south of Korea Master plan identifies zones to be developed in phases and in an environmentally and economically sensitive manner,Jang-Mok Village Resorts Koje Island, Korea,Zones are residential, beach resort, golf resort, marina, and themed amusement park Development to occur on 1/3
24、 of the island, with protected wilderness throughout the rest of the island,Jang-Mok Village Resorts Koje Island, Korea,Master plan for a four-season resort island south of Korea Master plan identifies zones to be developed in phases and in an environmentally and economically sensitive manner,Willou
25、ghby Bay Resort and Club Development 加勒比海,Wintergreen Virginia,San Ferrandell Golf Resort Community Spain San Ferandell高尔夫度假区 西班牙,Punta Fuego Bantagas, Philippines,Gaylord National Harbor Convention Center and Resort 格罗国家滨海会议中心及度假村,Hilton- Baltimore Convention Center Baltimore, Maryland, USA 希尔顿 巴尔的
26、摩会议中心 美国马里兰州巴尔的摩,Hilton- Baltimore Convention Center Baltimore, Maryland, USA 希尔顿 巴尔的摩会议中心 美国马里兰州巴尔的摩,Sun City Retirement Resort Kobe, Japan 太阳城度假村 日本神户,至善盛情 源自天性,香格里拉酒店全球品牌形象电视广告分析,名称来源,香格里拉这个名字源自英国作家詹姆斯希尔顿1933年发表的传奇小说消失的地平线，它所寓意的恬静、祥和、殷勤的服务，完美地诠释了闻名遐尔的香格里拉酒店集团的精髓。,标志含义,高耸入云的山峰反映在澄清的湖泊上，秉承香格里拉(Shan
27、gri-La)优美名称的深切含意，配以融合现代化及亚洲建筑特色的S标志，象征我们以亲切、和谐及自然美的精神为顾客服务的宗旨。,品牌简介,1、香格里拉是香港上市公司香格里拉（亚洲）有限公司的品牌，属五星级酒店。1971年于新加坡建立第一间香格里拉酒店，之后便不断向国际迈进，至今在亚洲地区已开办33间香格里拉酒店 。今日香格里拉已是亚洲区最大的豪华酒店集团 。,3、香格里拉的文化精髓待客如亲 真心关爱,2、香格里拉不仅注重硬件设施的豪华舒适 ，更加注重热情的服务，“殷勤好客香格里拉情”是其不变的服务宗旨。,怀抱篇,故事大意：狼帮人取暖,景别选择：广告外景选在积雪覆顶的雪山上。（白雪皑皑的阿尔卑斯山
28、顶给人一种圣洁纯朴、无限真诚的的感觉。）场景含义：1、一位旅行家在暴风雪的呼啸中艰难地寻找落脚点，但身单力薄，最终倒在了雪地中。（这些会使人们感觉到一些人离开家园而投向了陌生的城市和文化中，就算置身于五星级酒店也能感到离家的孤独。）2、一群狼为旅行家取暖。（言外之意说明了，香格里拉酒店的真诚和热情是不分种族、国界的，而且热情的服务是完全发自内心的）。,诉求方式：感性诉求,传达理念：至善真诚该则广告的表现形式比宫殿式的豪华建筑或风景优美的地理位置显得更加让人为之动容。更加凸显出了它带给人的震撼性、独特性。,目的：触动我们内心深处的真诚与善良，唤起人们的共鸣。成功传达出香格里拉的品牌价值和承诺：“至善盛情，源自天性”。,创意表现手法：独特、大胆、前卫,广告将品牌人格化，以狼作为酒店的形象代言，给晕倒的人送来救命的温暖，从侧面体现出酒店对不相识的人的关怀。广告将一贯的笑脸、水晶灯等豪华的装修替代为艰难跋涉的旅人和拥有善良天性的狼群之间的故事，从表现内容上会更加吸引人的关注。,文案表现,不是非要相识 才能拥人入怀,不是非要相知 才能待人如己,知音篇,温暖篇,蓝色海洋中人与海豚嬉戏和一只美丽的天鹅沉浸在神秘奢华世界里的场景，给人一种自然和谐的意境。 这些广告展现的画面虽各不相同，但全都传达着香格里拉的品牌价值和承诺：“至善盛情，源自天性”。,元素的选择：海豚 天鹅,
