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Inspired By China’s Unique Social And Cultural Identity, HBA Defines A New Design Language For IHG’s Newest Brand Targeting A Discerning Demographic Of Chinese Travellers
Shanghai, 19 November 2015 - Tasked with defining a unique contemporary Chinese design language for Intercontinental’s (IHG) newest brand, hospitality design leader Hirsch Bedner Associates (HBA) created luxurious interiors for Hualuxe Nanchang, Jiangxi province. Marking the chain’s international debut, the 281-room property has been carefully designed to cater to the specific preferences and requirements of the mainland Chinese business traveller. Elements such as a contemporary take on China’s classical gardens, tailored leisure facilities, and careful consideration of both private and public spaces create an aesthetic and spatiality that is familiar to Chinese guests, yet attractive and inviting to all.
Global hotelier IHG’s most anticipated brand to date, Hualuxe Hotels & Resorts is aimed squarely at the emerging Chinese tourist demographic. Taking a localized approach to luxury, the Nanchang property marks the first of a chain of hotels to be situated primarily in second- and third-tier Chinese cities, as well as Beijing and Shanghai. HBA’s proven expertise in delivering award-winning interiors across China saw the firm’s Hong Kong office act as both preliminary consultants in defining the brand’s strategy, as well as chief designers. The approach sees China’s unique cultural and social identity - including the nation’s illustrious past, prosperous present and optimistic future - translated into state-of-the art interiors that fuse comfort, luxury and tradition to stunning effect. 
Housed inside new mixed-use architecture by American firm SOM, Hualuxe’s debut property exudes the brand’s core message through contemporary interiors that remain sensitive to China’s traditions and lifestyles. In designing the hotel’s layout, HBA took direct inspiration from Beijing’s iconic Summer Palace, a prized collection of lakes, gardens and palaces. A harmonious blend of open landscape and intimate seclusion, it is an idyll frequently revisited through China’s exquisite art, whose scrolls and ink paintings typically explore the relationship between man, nature and space.
At Hualuxe Nanchang, HBA sought to convey these timeless paradigms in a contemporary way, paying particular attention to Chinese sensibilities regarding privacy and space. With that in mind, guests enter the property through a street-level atrium, where express elevators whisk them up to a stunning 36th-floor reception.
Doors open to reveal an intricate interior of carved screens and wooden furniture, attended by staff in traditional qipao. Bathed in natural light thanks to floor to ceiling windows, this ornate area is flanked by one of the hotel’s most impressive design highlights: an indoor garden, complete with water features and a living ‘green wall’ of bamboo. An unexpected pocket of nature in the outskirts of Nanchang, it is a place for respite and relaxation, with intimate seating areas for welcome refreshments surrounded by both organic and man-made forms. Spanning the 36th through 56th floors, the property boasts secluded spots throughout. From exclusive check-in lounges to private dining rooms, they offer undisturbed spaces for both business interactions and quiet contemplation. Illustrating HBA’s culturally sensitive style, a notable difference between Hualuxe’s tailored approach and elsewhere is the deliberate absence of a hotel bar. Replaced with a tea-room, it is a space for ritual, relaxation and appreciation of China’s most revered of traditions. In similar fashion, all-day dining destination Xian Yan recalls the colorful canal markets of the nearby city of Suzhou. Comprising a series of open kitchens - including a 24-hour noodle station - it features elegant stone trimmings and mirrors the warmth and social aspect of China’s food culture. Completing Hualuxe Nanchang’s dining options are Fu Lin restaurant, and Tai & Ko for modern pan-Asian cuisine.
HBA’s contemporary approach to Chinese tradition also extends to guest bedrooms. Through carefully curated artworks and recurring floral motives, each of the 281 rooms evoke the pastoral elements of classical Chinese gardens. Luxurious textiles add a sense of opulence, creating a relaxing resort environment. In addition, sliding doors present both an efficient use of space, as well flexibility between open-plan or enclosed layouts.
Hualuxe Nanchang’s entertainment and leisure facilities are nuanced to cater to Chinese tastes. The Luxe Gathering area, for example, comprises private dining, a dedicated karaoke room and spaces in which to play mahjong and cards. For larger gatherings, an 800sqm pillarless ball room opens onto an outdoor terrace, and is an ideal setting for weddings. The property’s tailored approach extends to luxury spa AQHUA, whose offerings incorporate elements of traditional Chinese medicine, with a particular focus on the rejuvenating qualities of foot massage.
Informed by social and cultural aspects of China, as well as commercial viability, HBA’s striking interiors for Hualuxe’s debut property in China mark an innovative and sensitive approach to design. Federico Masin, Partner, HBA Hong Kong commented, “Fundamental to this project was localization, and creating a space that resonates with Chinese perceptions of luxury, privacy and nature. By revisiting familiar design concepts in a way that is contemporary and fresh, Hualuxe fuses tradition and opulence with comfort and functionality.” Well-positioned to serve an increasingly discerning demographic of Chinese travellers, the HBA-designed Hualuxe Nanchang is an exciting response to a new era of broadened horizons, both domestic and international.