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The House Collective brings its “Updated Memories” to Singapore, as told by revered creatives

The Middle House Entrance

“Updated Memories” brings the four Houses and cities to life through music, flavors, and sight. Friends of The House Collective share their memories of time spent at the Houses in their respective artistic mediums, reconnecting with the brand’s global network of travelers.

SINGAPORE – The House Collective announces its “Updated Memories” campaign, an ode to reconnecting with and re-exploring different cities after being away for so long. With the help of global creatives Verbal (Ambush), Dr. Woo, Benji B, and Yoyo Cao – collectively coined the Global Nomads, the campaign highlights the four cities of the Houses: Beijing, Hong Kong, Shanghai and Chengdu. The House Collective will bring the essence of each property and its city to life through cocktails, music, and visuals; with each expression representing the past, present, and future.

Apart from installations at each House, The House Collective will also bring all the elements of these “Updated Memories” together through striking design in a digital zine. Available to a global audience, the digital zine creates a portal to The House Collective’s ethos and the individual properties that contribute to it.

To bring this experience to Singapore, The House Collective will be partnering with celebrated local bartender Peter Chua at Night Hawk from 6 – 17 December to serve a special menu of four limited-edition cocktails representative of the four Houses and their cities. Inspired by the feelings of urban alienation and voyeurism invoked by Edward Hopper’s mid-century masterpiece “Nighthawks”, Night Hawk is a futuristic retro-modern cocktail bar that toys with the idea of converging the past, present and future in its decor, music, food and cocktails. Guests can enjoy the TaMartini from The Upper House, Hong Kong, Shanghai Coffee Highball from The Middle House, Shanghai, The Wooden Room from The Opposite House, Beijing and Pepper Bazaar from The Temple House, Chengdu.

Guests will also receive a special gift and a printed cocktail menu which will link to the digital zine that invites them to explore the “Updated Memories” microsite. A chance to win a two-night stay at The Upper House, The Middle House, The Temple House, and The Opposite House will also be up for grabs upon visiting the pop-up, through a social media giveaway.

The first component of the campaign represents flavors, through cocktails. Concocted to rekindle fond memories, mixologists from each House will create three cocktails inspired by signature flavor and the scents of the cities. To showcase Beijing’s signature dish, Harry Zhang, the mixologist from the UNION bar has created the Pekin Dandy with Beijing roast duck fat.

Apart from Singapore, these cocktails will also be available globally through other “Updated Memories” pop-ups this fall, at iconic bars in cities where friends of The House Collective can be found. The first of these pop-ups is taking place at Temple Bar in New York, between 9 – 21 November.

The Present: A Mirror of the Present
The second component represents the present, through visuals. Content creators will produce short films to depict each city in its current form, with monologues by the Global Nomads who share their memories of the Houses and the cities. Through Verbal (Ambush)’s dialogue, he recalls memories of late nights DJ-ing in Shanghai, which is characterized vividly in the short film. Yoyo Cao on the other hand speaks of her appreciation of Chengdu as a melting pot – of beauty, dynamism, and cuisine.

The Future: Listen to the Future
Third is the representation of the future, through music. The House Collective asked each Global Nomad to share music that reminds them of the beautiful cities, curated on the premise of what to look forward to. Each city is represented by a different Global Nomad, and these tracks come to form the House Frequencies playlist, a sonic journey that takes listeners into the future. Benji B, British DJ and music producer, compiles tracks that represent his memories and anticipation to once again relax and wind down at The Opposite House in the heart of Beijing. Dr. Woo, famed Los Angeles-based tattoo artist, shares the sounds that help him feel right at home in The Upper House.

Vicky Karantzavelou
Co-Founder & Chief Editor - TravelDailyNews Media Network

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.