Art house: New hotel opens for artists

Shanghai – A new hotel intended exclusively for artists is to open in one of the most legendary buildings in the city.

The Swatch Art Peace Hotel is a joint venture between the Swiss watchmaker and China’s biggest hotel operator, Jin Jiang Hotels, part of the Jin Jiang International Group. The project will allow artists to live, work and exhibit their creations in the Peace Hotel South Building in Shanghai.

In addition to the Swatch Art Boutique retail space, which will be open to the public, international watch brands such as Breguet, Blancpain and Omega will occupy the ground floor, each reflecting the period décor inherent to the building’s cultural heritage.

As analysed in our recent Innovate feature on the Ace Hotel brand, collaborating with appropriate local companies is an important means of extending brand appeal.