The PuLi: Honouring a family legacy, reimagining a visionary classic.

To reimagine a classic is to engage with the delicate balance of memory and ambition. As Urban Resorts Concepts prepared to translate the intimate sanctuary of The PuLi Shanghai into a global dialogue, our partnership focused on a sensitive yet rigorous brand evolution—preserving the soul of an original vision while articulating a clear, international outlook for the future.

Meaningful collaboration lay at the heart of this evolution. Our process began with a deep-rooted exchange with the management team to distill The PuLi's legacy. We were immediately inspired by the name—meaning uncarved jade—and looked beyond the conventional to research and immerse ourselves in the philosophies that guided the origins of The PuLi; bringing together the hotel's storied heritage with the functional business plan ambition for the future. This insight-led analysis formed a robust strategic framework, designed to support expansion internationally without diluting the brand's core authenticities.

To capture the atmospheric essence of The PuLi, the art direction moves beyond documentation into the realm of visual poetry. The imagery is constructed around the concept of "crystal edges of jade" juxtaposed against soft, analogue tones—energies in balance, elegance held in suspension—where the brand-new meets layers of history.

We established a visual language defined by sophisticated contrasts and cinematic motion. The camera acts as a curated eye, framing the dialogue between nature's expression and the hotel's architectural precision. We sought to capture the vibration of serenity within the space: polished surfaces reflecting a "still core" while energies flow from day to night in streaks of light and shadow.

Through this interplay of silhouette and texture, the photography does not merely display the brand experience—it immerses the viewer in it. Each image is a moment connected, articulating the transition from deep immersion to the ultimate luxury of time and escape.

The resulting Master Brand Identity is a study in handcrafted nuance and systematic precision.

• Identity & Typography: We refined the legacy logotype and logomarques to express an elevated pursuit of simplicity, establishing new standards in typography that allow the brand’s history to resonate within a modern structure.
• Materiality & Colour: Exploring the physical reality of the hotel, we developed a renewed palette inspired by the surrounding culture and authentic architectural substrates—grounding the visual identity in the tactile experience of the space.
• Digital Expression: This philosophy flows seamlessly into the reimagined digital experience. The new thepuli.com was designed not merely as a functional tool, but as a digital mirror of the physical sanctuary, expressing the brand’s refinement through an engaging, immersive interface.