InterContinental uncovers a world of sophistication in new campaign
InterContinental Hotels & Resorts has unveiled the evolution of its Stories of the InterContinental Life global brand campaign with the regional launch of “Sophistication: A Sensory Experience”.
Driven by the central theme of ‘Sophistication’ inherent to the philosophy of Club InterContinental, the film stars Takanori Nakamura, internationally acclaimed gastronomic connoisseur and Academy Chair, Japan, of The World’s Best Restaurants Academy. On an exclusive trip to Singapore, Nakamura explored Singapore’s colourful and thriving culinary culture, savouring modern inventive dishes from the city’s finest Michelin star restaurants, as well as appreciating the elegance of traditional craftsmanship and authentic experiences at iconic hawker hotspots.
From Chef Chan Hon Meng’s Michelin-starred flagship restaurant, Hong Kong Soya Sauce Chicken Rice, to newly minted Michelin star venues, Odette and Restaurant Andre, the secret to each food artisan’s success tells a story of technical precision, meticulous refinement, personalised ingredient selection and above all, an unwavering quest for excellence.
“Food, to me, is a kind of storyteller. It tells its own stories of nature, culture or history. Anyone can cook something delicious, but what makes it stand out are the dedication to details, the originality of the dish and the chef’s passion. These are equally important, for fine dining and local cuisine in hawker centres,” explained Takanori Nakamura.
Launched in Japan, the Middle East, Singapore and Australia, Nakamura’s journey highlights the philosophy of modern sophisticated living that Club InterContinental embodies, with its dedication to exceptional experiences, personalised service and unforgettable details. This was why he was asked to be the ambassador of the debut film as his own rise to fame exemplifies the belief behind the campaign that dedication, passion and craftsmanship lead to the highest levels of sophistication.
Bruce Ryde, Head of Luxury & Lifestyle, Brand Marketing – Asia, Middle East & Africa, InterContinental Hotels Group, explained; “Modern content and immersive personal story-telling enables us to create deeper emotional connections with our existing and potential guests. Working with someone who is so passionate about the exceptional craft and detail of gastronomy is perfect given how focused we are on all of our guests being able to explore and enjoy something truly special. With the luxury travel market growing at a compound annual growth rate of 6.4% further demand is forecast to reach $1.2 billion by 2020 .
“Club InterContinental is a new level of service that is perfectly poised to meet the discerning needs of the next generation of affluent travellers. As purveyors of modern bespoke living, we continue to redefine the future of luxury with stories of Fascination, Worldliness, Empathy, and now Sophistication.”
Taking the exploration of sophistication a step further, the brand will also introduce “The Psychology of Luxury”, an in-depth survey that seeks to uncover the impact of sophisticated luxury experiences on travellers’ emotional wellness. As part of the survey, guests will answer questions that investigate what makes them happy, confident and secure within a luxury experience, such as dining, service and experience.