The Moment Before Arrival

Shangri-La needed collateral that matched the caliber of its properties, and traditional brochures were not sufficient for a luxury hotel brand. The solution became a series of hardbound books, one for each of roughly twenty-five flagship hotels around the world. These books elevated the experience from simple marketing material to something guests would want to keep.

Each volume featured patterns drawn from its location’s cultural heritage and used a first-person narrative to immerse readers in the experience before arrival. Additional pieces extended the system across touchpoints, including a resort brochure highlighting their luxury destinations, gift shop packaging, and art direction for photography that aligned with the brand’s promise of hospitality. Together, these elements supported the corporate concept “It’s In Our Nature” while giving each property its own distinct voice.

The shift from standard brochure to collectible book series positioned the brand at the level it already occupied, expressing uncompromising luxury with a sense of cultural depth. The result is a system that feels refined, memorable, and worthy of the environments it represents.