BRIEF
Feeding the inescapable demand for premium casual dining and global cuisine in China, Yi Long 壹笼 brings a new twist to the ever-popular Dim Sum dining experience to the city of Shanghai, China.
Minded by BrandWorks was engaged to provide end-to-end concept, brand and interior design and collateral rollout. The direction was fancy glamour, chic, playful and fun, with a nod to the golden age of travel, jetting into Hong Kong and revelling in the glitz of the hotel lobby life. Inspired by the grand hotels of Hong Kong, where famous celebrities, singers and movie stars dwelled, Yi Long recaptures the glitz and glamour of those golden years; the place to be seen amongst Hong Kong’s glitterati and international jet set. Celebrating Hong Kong traditions and reimagining Yum Cha, the brand’s concept centred around the “Dim Sum Society”, where the experience took patrons on a journey through the inner workings of the grand hotel, where guests were invited to dress in their chic finest and meet up for cocktails, tea and yum cha.