Regent — Identity

How do you revive a legend of luxury?

By making every experience storied and deeply cinematic.

Shared impact

Relaunched 2020.
#3 Top Hotel Room 2025.
World's 3rd most-loved hotel Brand.

Hospitality

China

Experience - Identity - Strategy

Storied. Sumptuous. A legend of luck.

Regent is a storied luxury hospitality brand with a collection of hotels across Asia and North America.

A pinnacle of upper luxury in the 70’s and 80’s, IHG, recently acquired the brand and asked us to help reignite its legendary status as a leader in luxury stays.

Brand Strategy

Above the noise,
below the moon.

Our strategy centred on ‘elevating Regent above the noise,’ positioning guests as protagonists in a world shaped by cinematic mood.

Drawing inspiration from 1980s Hong Kong cinema, we crafted a visual identity defined by light, shadow and quiet intensity.

A refined brand mark and a signature colour gave Regent renewed elegance. Editorial photography and storytelling devices added character and depth.

Together, these elements reintroduced the brand as a place of poised, contemporary luxury.

Identity

A hotel where
dragons sleep.

Regent’s story reaches beyond the silver screen, to legends of luck.

The original Hong Kong hotel was built in the path of the Nine Dragons of Kowloon, who are rumoured to pass through on their way to the harbour, bringing good feng shui.

Inspired by their journey, we designed a suite of illustrations that feature symbols from local stories, creating moments of discovery and good fortune for guests as they open a menu, or arrive at their suite.

Launch Event

Space you can see,
and smell, and hear.

We launched Regent’s refreshed identity through an immersive Hong Kong launch where new and retold stories unfurled through sight, sound and scent.

Guests entered a vivid floral space, signalling rebirth and richness.

An intricate installation cloaked the room in shifting light and sound. Finally, portholes offered glimpses into Regent’s stories, hallmarks and characters, inviting deeper exploration. A truly sensory journey that allowed guests to experience Regent’s renewed spirit.

“Our partnership with forpeople brought to life a creative expression that truly reflects Regent’s positioning, thoughtful luxury, and the unique stories that each hotel has to convey.

Their deep understanding and passion for the Regent brand led to a launch and creative that is both fresh and deeply authentic to the brand’s origins.”

Tom Rowntree

VP Global Luxury Brands IHG Hotels & Resorts

Our partnership with Regent helped to clarify their position as a coveted brand and a leader in the luxury space, setting the scene for stays that feel like a balance between discrete opulence and drama.