In May 2015, the Director of Corporate Development at Hong Kong-listed Wing Tai Properties approached me when their branding book fell short of expectations. The writing, she said, was flowery and hollow. It seemed that anyone could have written the same branding book for any company. She wanted me to rewrite the book, and give it substance. After a short discussion, and a much longer deep dive into the company’s publicly available PR materials, I set out to add a principled backbone to Wing Tai's branding book. Full text below.
DREAMS by WING TAI
WE DO NOT MERELY BUILD, WE CRAFT
We develop and manage properties through methods that recognize, magnify, and celebrate their intrinsic value.
By crafting guest-centric innovations and designer architecture into our properties, we build upon their distinctive characteristics and potential.
Ultimately, we capitalize on the significant value that follows our creative work, for the sake of our owners, residents, and investors.
Take the Risk to Create
Wing Tai Properties Limited (“Wing Tai”), since being listed in Hong Kong in 1991, has built a formidable reputation in the industry for the audacity and velocity with which we work. For example, Wing Tai was one of the first developers that ventured into the newly reclaimed land of Kowloon Station in the late 90’s, an initiative that proved to be both prescient and profitable.
The culmination of that experiment was The Waterfront, our first property project in Hong Kong as well as the first residential project in Kowloon Station. The property substantially elevated the value of the region, commanding premium prices and drawing upscale clientele.
By cutting through fog with decisive, visionary action, Wing Tai builds one unexpected neighborhood institution after another.
Look with New Eyes
Even as Wing Tai sails onward and upward from our past achievements, we are focused squarely on the changing horizon. We immerse ourselves in imagining, surveying, and refining experimental dimensions in property development.
In 2009, Wing Tai created the first ever curtain wall residence, Forfar, in Hong Kong. The status quo that curtain walls could not be incorporated into residential projects had never been challenged before. Progress and prosperity await those who look with new eyes and fear not to challenge old rules.
Observe to Serve
Wing Tai’s obsessive attention to detail and observation-informed design lead out in our quest to create spaces at the confluence of form and function. This forms the foundation of our uncompromising commitment to craftsmanship and the fine arts, a defining cornerstone of our brand.
Intricate details can be seen in our architecture, design, and layout. From balconies to lifts, chandeliers to paintings, sculptures to marble stone textures to wall finishing, every element has been infused with life and character. Our foregrounds and backdrops glitter with sensory art installations that you can see and touch. We craft experience-driven spaces to facilitate exceptional lifestyles and engender particular moods and attitudes, even inspiring certain beliefs and values. Every particular comes together to compose a marvelous symphony of sensations. The holistic experience is simply transcendent, conveying the sense that every moment is worth savoring.
We observe in order to serve. Lanson Place Hospitality Limited (Lanson Place) was established in 1995 under Wing Tai with the aim of delighting discerning guests with exquisite craftsmanship in an extraordinary setting. Our home-living experience has been custom crafted in each metropolitan location to match the varied needs of our guests. As a result, our hotels and serviced residences in most of the gateway cities in Asia serve as a dependable collection of resplendent accommodations.
Take On the World
Wing Tai scours the world for inspiration and for talent. We invite and work alongside international designers from the creativity hubs of London, New York, Tokyo, and Amsterdam to create the next generation of Wing Tai together.
Our distinguished partners include Yabu Pushelberg, Koichiro Ikebuchi, Bernardo Fort-Brescia, Jean Novel, Pierre-Yves Rochon, and I.M. Pei. These world-class masters of architecture cross-pollinate with our in-house design teams to develop landmark projects across the region.
Whether a project is property development, hospitality management, property investment or property management, Wing Tai collaborates with the world’s consummate designers and thought leaders to raise the global standard in urban real estate.
Revere the Land
Wing Tai is dedicated to creating architecture that is in harmony with its natural habitat. The challenge in revering the land lies first in understanding it, and second in designing our projects with the land’s particular attributes chiefly on our minds. The end result is an iconic structure that both complements nature and completes nature, that is both part of its environment and rising out of its environment. It is this elemental harmony of natural and manmade forms that materially enhances the allure of the neighborhood and its greater environs.
For each project, our designers personally visit the site to determine the unique characteristics of its geography and topology. Homantin Hillside is one such project, where our team and a few consultants were inspired by the sights and sounds of the hills to create a natural oasis in the heart of Kowloon. The Giverny is another such project, where our ecosystemic design was compelling enough to elevate Sai Kung’s value to rival that of Island South.
Love at Work
Genuine happiness is contagious. It builds from the collective joys of laboring in a fulfilling, challenging career, with talented peers and inspiring leaders.
At Wing Tai, we recognize that great work comes from a happy workforce, from people who absolutely love where they work. When you step into Wing Tai’s offices, you immediately notice a buzz in the air. This energy is the morale of a team whose company recognizes and develops their talents, considers and fosters their ideas, and attracts and retains their peers. This morale, this shared happiness, has a multiplier effect on all of our work, enhancing and transforming it into a whole infinitely greater than the sum of its parts.
Make Time for Renewal
Wing Tai believes in relishing every aspect of your life. Time is priceless and limited, and has to be intentionally set aside to feed what matters most. Often, what that entails is intervals of renewal, reflection, and recalibration. Our homes provide us a comfortable, safe place to be vulnerable with ourselves and our loved ones, to set priorities and make plans to actualize our intentions. Lanson Place was built on the idea that the homes we return to and wake up in each day can further be inspiring environments, that simplify, edify, and elevate life. Our endless needs recede to the background as they are fulfilled through the five-star service provided to each of the guests, and the user-centric design in each of the units. We can be left to ourselves, to the great work of nurturing our souls, of assembling our lives, of the tearing down of the unnecessary and building up of the significant.
We believe in living life with purpose and intention, and we design our buildings to help our guests do just that.
Look Outside for Answers
Curiosity and humility are rare in today’s corporate world, where companies often tout expertise in everything they do. These two traits, however, are what send Wing Tai in motion, maintain its inertia, and build its velocity. Together with courage, they propel us to venture into the unknown and to crystallize original ideas.
After successfully developing modern classic properties such as Seymour, Granville, and Lanson Place, we delved into our first modern contemporary property with our recent project Homantin Hillside.
Ask yourself, “When was the last time I did something for the first time?”
From Homantin Hillside to our upcoming projects in Kau To, Shau Kei Wan and Tuen Mun, we have continually moved up our goal posts to deliver singular homes in remarkable properties. Our ventures inspire us to explore unchartered territory, question our assumptions, recognize our unknowns, and track down answers, all in the pursuit of enhancing the lives of our clientele. It is this people-focused innovation that enables us to do what we love: surprise people, including ourselves.
Wing Tai has planted itself firmly in the Asian continent, with roots spreading far south to Singapore and as far north as Beijing. We are always exploring new opportunities, novel landscapes and original communities, where we can feel confident in not just maintaining our standard of excellence but raising it, time and again.
China, as the workhorse of Asia’s economic horsepower, is a land of boundless opportunity. Within its borders, we have lined up a spectrum of inventive projects in hospitality management, property development, and property investment.
Refine and Redefine
Wing Tai consistently refines and redefines the nuances of modern luxury in each of our projects. By furnishing a distinctively human touch to the guest experience, our clients find themselves liberated from many everyday hassles of life, as if transported into an elevated dimension of living.
No experiential design is complete without a proper tribute to the arts. Our eclectic approach to art curation adds a dash of daily inspiration to all who walk our halls. Seymour was forged in the style of Greco-Roman classicism, then married with the contemporary, resulting in a harmonious yet refreshing blend of forms.
With The Warren, The Pierre, and Homantin Hillside, we have broadened our reputation as the one-bedroom expert with a portfolio of remarkable variety and flavor. It requires tremendous insight and skill to design homes that invoke a climate/tenor/sense of mental tranquility within increasingly limited physical space. The resulting ideas are not just great design concepts; they have also delivered staggering returns on investment for both our clients and investors.
One example of our pioneering ideas is the First Spa Suite in Hong Kong at Homantin Hillside, merging principles of visual order with the priorities of mindful serenity.
Understated, yet spirited. Impassioned, yet elegant. At Wing Tai, we approach our work with an intense devotion, refined through subtle nuances that temper the undercurrents of our endless enthusiasm.
We sidestep fleeting trends in favor of design with a timeless, yet contemporary, appeal. We eschew flash-and-pop marketing and design that dissolve quickly along with the smoke. Instead, we build properties that are at once fresh and enduring.
We build sanctuaries and shelters, havens and retreats. They are places to live life in superlatives, places to restore and replenish, places to both be and belong. They cater not simply to a lifestyle but to a magnanimous way of life.
Work the Vision
This is the vision of Wing Tai: to be the most highly esteemed property developer in Hong Kong
We carve out the greatest versions of ourselves, our partnerships, our land, and our developments. We make long-term investments in our people and cultivate authentic relationships with our partners. We harness the distinctive assets of our land and realize the tremendous potential of our developments. All of our work further establishes the long-held association of our company’s name with quality, audacity, and originality.
We take pride in constructing pioneering architecture, but we are particularly proud of the indelible impressions our spaces leave on our people, our partners, and our tenants. Our spaces, unmistakably, have the capacity to elicit emotions, specifically peace, delight, and anticipation.
Lastly, we command universal respect by committing unequivocally to a pathway of integrity, fairness, honesty, and professionalism.