August 11, 2015
Four Seasons Hotel Beijing
Four Seasons Hotels and Resorts is furthering its presence in Asia by partnering with the International Interior Design Association to sponsor the 2015 Best of Asia Pacific Design Awards.
Celebrating innovation and excellence in interior design, the Best of Asia Pacific Design awards will be presented in 14 categories at the Four Seasons Hotel Hong Kong in December. Four Seasons is currently expanding its portfolio in Asia, making this event the ideal collaboration for the brand as it looks to gain more attention in the region and highlight its aesthetic.
"Design is a major part of a guest's hotel experience," said Taylor Rains, managing partner of Flugel Consulting, Charleston, SC. "Partnering with the Asia Pacific Design Awards demonstrates the brand's commitment to excellence in design.
"It also serves as an endorsement, of sorts, by the design community, recognizing that commitment, making it a great partnership for the hotel brand."
Mr. Rains is not affiliated with Four Seasons Hotels and Resorts, but agreed to comment as an industry expert.
Four Seasons Hotels and Resorts was unable to respond directly.
Design dedication
Four Seasons will join the International Interior Design Association as a cosponsor of the event. Together they will honor interior design and architecture in the Asia Pacific region.
Four Seasons already has many locations in the Asia Pacific region
Four Seasons has numerous locations in the Asia Pacific region, each of which has been impeccably decorated to reflect the hotel chain’s luxury aesthetic. As a pioneer of the latest design technology and trends, Four Seasons is an ideal sponsor for the event.
"This partnership represents the ideal synergy for Four Seasons," said a Four Seasons representative. "By partnering with world class interior designers, Four Seasons carefully considers the intersection between form, function and human interaction when designing products, services and experiences.
"The architecture and design of the upcoming Four Seasons Hotel Seoul, for example, was created by specialists in each field as opposed to a one-size-fits-all ‘hotel design’. The result will be graceful public spaces, light filled guest rooms and dramatic, textured dining outlets that connect our guests with the destination," the representative said.
It is important to maintain a significant presence in the region, as it is increasingly becoming a hub for affluent individuals. According to Capgemini’s World Wealth Report 2015, the Asia Pacific region is currently home to the most high-net-worth individuals in the world (see story).
Four Seasons Hotel Beijing is a popular destination for business and pleasure
Entries for the 2015 Best of Asia Pacific Design Awards will be judged by a distinguished group of professionals, including Annie Chu of Chu+Gooding Architects, Primo Orpilla of Studio O+A and Joey N. Shimoda of Shimoda Design Group.
All projects submitted to the contest must be located in the Asia Pacific region, though design firms based elsewhere are still eligible.
Interior design at the Four Seasons Hong Kong
There will be 14 different design categories, including Corporate Space Large, Corporate Space Small, Educational, Entertainment, Healthcare, Hotel, Retail and Residences, both single and multifamily.
Ultimately, the winners will be recognized at a reception at the Four Seasons Hotel Hong Kong in December. Supporting this event will further emphasize Four Seasons’ commitment to interior design and its dedication to the Asia Pacific region.
The Asia Pacific region has a rich history of design
Expanding locations
Four Seasons has also looked to solidify its presence in the Asia Pacific region by opening more hotels. For example, Four Seasons Hotels and Resorts is currently expanding its portfolio in Asia with its latest property opening in the South Korean capital city of Seoul.
The long-awaited opening will be the first South Korean location for the Four Seasons, which currently maintains its Asian presence with hotels in Beijing, Shanghai, Hong Kong and Singapore, among other destinations. Four Seasons Hotel Seoul comes at an ideal time as South Korea continues to establish itself as a hotspot for luxury travelers (see story).
Four Seasons is not the only luxury hotel chain that has decided to focus its attention on the Asia Pacific region. In 2012, Ritz-Carlton worked to strengthen its Asia-Pacific division with a package that highlighted the memories made during a trip.
The luxury hotel chain created the “Intrigue You, Intrigue Us” offers to align with the summer travel season and bring the focus to the experiences that could be had at its properties in China, India, Indonesia, Japan, South Korea, Malaysia, Singapore and Thailand. The package gave consumers a complimentary night after three consecutive nights as to not dilute the brand with discounts (see story).
While Four Seasons has been successfully expanding, hosting the 2015 Best of Asia Pacific Design Awards will certainly take its presence in the region to a new level.
"Large public events such as the Asia Pacific Design Awards are beneficial to a hotel brand because of their visibility and prominence," Mr. Rains said. "Playing host to these events aligns the brand with the message of the event itself.
"In this case, excellence in design. Hotel brands can then leverage the partnership in an effort to increase their reputation in the same field."
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York
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