ANANTARA SIAM

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BRAND OBJECTIVE

ANANTARA OPERATES ACROSS THREE DISTINCT WORLDS — THAILAND, THE MIDDLE EAST, MEDITERRANEAN EUROPE. EACH WITH ITS OWN CLIMATE, CULTURE, AUDIENCE. THE CHALLENGE WASN'T TO CREATE A THAI SCENT OR A GLOBAL SCENT. IT WAS TO CREATE A BIG PICTURE — ONE THAT LIFTS THE BRAND'S IDENTITY TO INTERNATIONAL STANDARD WITHOUT STRIPPING AWAY THE CULTURAL DEPTH THAT MAKES IT WORTH EXPERIENCING IN THE FIRST PLACE. ELEVATION, NOT ERASURE. SO WE FOCUSED ON DELIVERING A SIGNATURE SCENT THAT CAN BE TRANSFORMED INTO WORLD CLASS MERCHANDIZES.

BRAND'S SYSTEM

THE ANCHOR WAS THE GRAND STAIRCASE MURAL AT ANANTARA SIAM BANGKOK — A 100-SQUARE-METRE MASTERPIECE BY THAI NATIONAL ARTIST AJARN PAIBOON SUWANNAKUDT, DEPICTING MUENG VIMAAN, A CELESTIAL REALM FROM THAI COSMOLOGY. WE DIDN'T INTERPRET THE PAINTING. WE TRANSLATED ITS KEY FEATURES INTO SCENT. THE FEELING OF STANDING BEFORE THAT SCALE OF BEAUTY — MYTHIC, REFINED, TIMELESS — BECAME THE OLFACTIVE BRIEF. AMBARA WAS ENGINEERED TO SATISFY THE NOSE OF A GUEST IN BANGKOK THE SAME WAY IT SATISFIES ONE IN DUBAI OR THE AMALFI COAST. CULTURALLY ROOTED. UNIVERSALLY LEGIBLE.

THE AFTER EFFECT

ANANTARA NOW CARRIES A SCENT AND A PRODUCT RANGE THAT BELONG AT THE SAME TABLE AS THE GREAT HOTEL BRANDS OF THE WORLD. AMBARA ELEVATED THE SENSORY IDENTITY. THE MERCHANDISES ELEVATED THE BRAND'S PHYSICAL PRESENCE — GIVING GUESTS SOMETHING TO TAKE HOME THAT COMMUNICATES, WITHOUT A SINGLE WORD, THAT THIS IS A BRAND THAT SWEATS EVERY DETAIL. THAT IS WHAT INTERNATIONAL LEVEL LOOKS LIKE. NOT THE LOBBY. NOT THE THREAD COUNT. THE THING YOU CARRY OUT THE DOOR, UNWRAP AT HOME, AND PLACE ON YOUR SHELF — AND EVERY TIME YOU SMELL IT, YOU'RE BACK IN ANANTARA. THAT'S THE FINAL TOUCH. THAT'S WHERE THE BRAND LIVES PERMANENTLY.