Upper House refreshes brand identity for global expansion

Swire Hotels has unveiled Upper House (居舍), a global brand that brings together its signature House Collective properties and marks a bold new phase of international expansion.

As part of the rebrand, the existing Houses in Hong Kong, Chengdu, and Shanghai will all be renamed Upper House. Future openings in Shenzhen, Xi’an, Tokyo, and Bangkok will also follow this unified approach, setting the stage for growth driven by a clear vision and extending the brand’s presence across international markets.

The move also includes the brand’s first branded residences project in Bangkok, Upper House Residences, debuting in 2030. This marks a major expansion and the brand’s debut in Southeast Asia. Designed to meet global demand for luxury branded residences, Upper House Residences will offer discerning buyers a home with world-class amenities and services, all reflecting the exceptional guest experience for which Upper House is known.

In a conversation with MARKETING-INTERACTIVE, Teresa Muk, head of brand and strategic marketing at Swire Hotels, said that with the ongoing belief that its brand is brought to life by the people who shape it—its teams, guests, and the communities it’s part of—the next chapter targets those who have walked alongside it, many of whom have asked when the brand would arrive in their cities and imagined what its spaces might feel like closer to home. 

“It’s also an invitation to those who haven’t stayed with us yet. With new houses opening in mainland China and Tokyo, and our first branded residence launching in Bangkok, we’re excited to finally say: we’re coming your way,” she added. 

This strategic move unifies The House Collective’s properties under a single, globally resonant brand, marking a new era for the group. Grounded in the “Houses not hotels” (居舍，遠不止酒店) philosophy, Upper House aims to provide hospitality that is unscripted, authentic, and personal. With unique architecture, interior design, cuisine, and wellness offerings, each property reflects the distinct spirit and culture of its local surroundings, brought to life by personalities that make guests feel at home.

By taking Upper House as the name across the group, the brand embeds its core values of thinking differently and aiming higher into its very identity, expressing these ideals across every touchpoint from first encounters to lasting impressions.

“This is a global launch of a unified brand identity as we bring our signature style of hospitality into new markets and, for the first time, into residential living. Our ‘Houses not Hotels’ philosophy remains at the core, with each property continuing to tell its own story through thoughtful design, meaningful guest experiences, and emotional connection,” Muk said.

Under the rebrand, Upper House is collaborating closely with its PR agencies—FINN Partners Greater China and Perowne International—to ensure that key messaging reaches various audiences. Anonymous, the houses’ creative agency, plays a crucial role in bringing the brand philosophy to life through an elegant creative campaign, according to Muk. 

To promote the global launch of Upper House, the house has unveiled a series of visuals that are live on its refreshed official website and across all its social media channels, such as Instagram, LinkedIn, WeChat and Xiaohongshu. The visuals feature various individuals seated elegantly in an upper space, gazing down at the cities of Hong Kong, Shanghai, and Chengdu, set against dramatic sunset and night views.

The visuals Upper House has chosen reflect the spirit behind the word “upper” in its name, according to Muk, adding that it speaks to its commitment to always raising the bar and staying true to its values in everything it does. “It’s a name we’re proud of and one we’re excited to live up to. For almost two decades, our Houses have been amongst those raising the bar in hospitality. Now, with a new global brand identity, we’re setting fresh standards to carry that legacy forward.“

In the coming weeks, Upper House will be rolling out a series of House events with its guests, partners and media friends to continue celebrating its milestone.

Regarding ROI measurement, Muk said while the campaign is still in progress, we are closely monitoring the conversations to ensure that the core elements that keep its guests returning remain unchanged.

Dean Winter, managing director of Swire Hotels, said: “The rebrand heralds a new chapter for Upper House as a single, iconic brand. Guided by the same passion, precision, and incredible people who shaped our vision of hospitality over almost two decades, the Upper House experience remains unexpected and personal, where genuine hospitality, thoughtful design and unscripted service create something truly memorable.”

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