Shangri-La & TAJ campaign

The magazine advertising design for the first partnership between two iconic Asian hotel brands, Shangri-La and TAJ. The alliance brings the members in Golden Circle of Shangri-La and Inner Circle of Taj equivalent privileges across destinations of both hotel groups.

Design Concept

The design inspired by the name of membership, Golden Circle and Inner Circle, and the alliance make a complete and full travel experience. The iconic images of Shangri-La mountain photo feel like Chinese ink painting, and the river side of Taj Mahal to representing 2 hotels, and by exchanging the icons in circles, meaning Golden Circle available in TAJ and Inner Circle available in Shangri-La.

Concept development

Both hotel brands has its own Asian values and cultural heritage. It's interesting to see they connect together. Base on the creative copy, and come up with the image concept, "The circle is complete" combining the a cup of green tea in China, a cup of assam tea in India to represent the two different cultures can come together and be complete. Finding the common and different in two unique Asian cultural is the most fun part in the project.