New brand film stars International chinese model Xiao Wen Ju as embodiment of the Modern St. Regis Luminary, exploring beloved rituals and glamorous traditions of the brand.
HONGKONG – St. Regis Hotels & Resorts, part of Marriott Bonvoy’s portfolio of 30 extraordinary brands, launched a series of avant-garde short films across Asia Pacific, showcasing and celebrating the exquisite, time-honoured rituals of the St. Regis brand through bold and glamorous perspectives. Starring internationally-renowned Chinese supermodel Xiao Wen Ju, the film pays tribute to the brand’s storied legacy and underlines the vibrant spirit and “Live Exquisite” traditions of St. Regis.
“We are delighted to celebrate our iconic St. Regis brand in this film series, starring our bold heroine Xiao Wen Ju, who represents the understated charm, charisma and style of the modern St. Regis Luminary, who are global influencers and sophisticated tastemakers,” said Jennie Toh, Vice President Brand Marketing and Management, Marriott International Asia Pacific. “The St. Regis philosophy ensures that every detail is perfect in welcoming our guests. This elevates their personal journeys, inspiring them to welcome the many delights of serendipity and discover the brilliant facets of their own exquisite experiences.”
Ju, who has walked for the world’s leading luxury brands, is the modern embodiment of this ethos. “The St. Regis brand appeals to the next generation who seek new and unexpected experiences when they travel,” she said. “Through the creative lens of this inspiring series of videos, I look forward to sharing the timeless luxury and exceptional contemporary style of St. Regis.”
The St. Regis Qingdao, which opened earlier this year, provided the stunning backdrop for the video. Located in the landmark Haitian Center, the new hotel offers breathtaking views over the coastal regions of Shandong, northeastern China.
The glamorous film, along with three short vignettes, puts a modern spin on the timeless architectural designs and celebrated traditions of St. Regis through the expressions of dance and fashion, and showcases the brand’s renowned services and elements. This includes the St. Regis Butler, a signature service that ensures each guest’s unique preferences are understood and realized. Also highlighted is The St. Regis Bar, found in each property across the world, featuring striking destination-focused design narratives and priceless artwork. The video also pays tribute to The Violet Hour, a new initiative introduced in St. Regis Bars across Asia Pacific to celebrate the art of drinking. Scenes from a lavish St. Regis Midnight Supper are also included, with exquisite tables echoing the intimate after-party atmosphere of the original Midnight Suppers thrown by Mrs. Astor, matriarch of St. Regis’ founding family, the Astors, and doyenne of New York high society at the turn of the twentieth century. The video continues with another cherished ritual, Champagne sabrage, which occurs at all St. Regis hotels and resorts around the world, to celebrate the transition between day and evening, welcoming the endless possibilities of night.
The St. Regis video was produced in collaboration with Vogue and directed by Shanghai-based fashion director Lyu Mo, renowned for her intricate, avant-garde visuals. She showcases the ethereal settings and details of St. Regis, which speak to peoples’ desire to celebrate their best selves and inner fantasies.
The St. Regis “Live Exquisite” film can be viewed online here, and it will be launched regionally across print, digital, social and out of home placements across the Asia Pacific region starting December 2021.
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