世御酒店及度假村作为世茂喜达酒店集团旗下高端品牌，在中国市场已完成7家文化地标酒店布局，每家皆极具当地文化特色。
挑战
长期以来，“在地文化”一直是世御极力去构建的品牌资产，随之带来的挑战是——如何平衡在地文化表达与品牌主体性的关系？
更关键的命题在于：当消费者需求阈值持续提升，如何通过文化叙事持续激发消费场域的好奇心价值？
服务
Sunchase x Common为世御重塑了品牌世界观，提供的服务包括品牌策略重构、体验系统设计、视觉符号体系。
观察
文旅产业正经历从空间消费到场景体验的质变：
-消费者已完成从”功能满足”到”情感共鸣”的认知升级
-酒店业核心价值向”人文解码器”角色迁移
-标准化服务已成基准线，差异化体验成关键决策因素
消费者需求阈值持续提升的情况下，要求我们需要建立起一个具有持续生长力的文化叙事体系和对话介质。
思路
要构建世御的品牌世界观，关键问题是：最极致的“在地文化”在旅行中是怎样的？
我们认为是一种平行世界感。结合当地文化，即”非日常之地的日常之美“。
从而创造出新探索欲，形成新的好奇心。落地通常一些项目中，品牌内涵与视觉表达之间往往忽视“品牌符号“的重要性。这是将概念与视觉或者其他体验联结的关键。毕竟从消费者角度，感知的前提体验，而不是概念。
“窗”在文化具有特殊意义，从时间和地理角度，对窗都有不同的表达。
既是承载历史记忆的容器，又是连接内外的文化视界。是世御品牌完美的“品牌符号”。当品牌成为文化探秘的引导者，消费者自会跟随每一扇”窗”后的微光，开启持续的好奇探索。这种持续制造惊喜的能力，正是高端酒店品牌应对同质化竞争的核心竞争力。启示
文商旅体展融合是近来讨论颇多的议题，许多酒店与目的地品牌都在寻求在品牌上有新的突破。
我们更建议品牌优选”向内而生“，即花更多时间去挖掘自身品牌的潜力，基于现有资产构建新的品牌世界观，不轻易扩大品牌概念的边界。
毕竟信息越繁杂，消费者越难记住宏大叙事。
能驱使消费者好奇心的，往往就一个触动点。
-完-
Abstract
Yu Hotels & Resorts: Reimagining Cultural Hospitality Through Curiosity Design
As a premium brand under Shimao Starry Hotels Group, Yu has established seven culturally-anchored properties across China, each embodying distinctive local heritage. The core challenge lies in balancing authentic cultural expression with brand consistency while continuously stimulating curiosity in an increasingly sophisticated travel market.
Sunchase × Common rearchitected Shisheng Yu’s brand universe through strategic reconstruction, experiential ecosystem design, and visual symbolism. Our insight reveals hospitality’s evolution from spatial consumption to contextual experiences, where standardized services become baseline and cultural decoding emerges as the new differentiator.
The solution crystallizes in creating “Everyday Beauty in Non-Everyday Places”—a parallel universe concept materialized through the strategic adoption of “Windows” as brand semiotics. These cultural portals function dually as historical vessels and spatial connectors, transforming guests into cultural explorers.
This case demonstrates how legacy brands can:
- 1.Convert cultural assets into curiosity ecosystems
- 2.Achieve localization-brand coherence through symbolic systems
- 3.Maintain strategic focus via “inward innovation” principles
The result proves singular, ownable touchpoints outperform expansive narratives in cutting through market noise. By letting cultural symbols guide exploration, Shisheng Yu sustains wonder in the age of experiential saturation.
Key differentiators:
- Embeds hospitality trends analysis within brand narrative
- Presents solution as measurable methodology
- Positions case within broader industry challenges
- Maintains conceptual density without jargon overload
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