Reviving a Legendary Concept

Mysteries, myths and intrigue are synonymous with the iconic Orient Express. The famed deluxe railway dates to the late 19th century and was the choice transportation for kings, spies and an unfortunate French president. And while we’re on the topic of near-misses, the rolling stock ultimately evaded a fiery demise at the hands of Hitler, himself. Suffice it to say: there’s a lot of history to unpack with this luxury line.

Though the grand locomotive is now relegated to history – referenced in literature including well-known Bram Stoker and Agatha Christie novelsone innovative hotelier is bringing this glamorous concept back to life with ten exciting properties in the pipeline.

AccorHotels has brought QUO on board to go full steam ahead with its new collection, inspired by this legendary train that once bridged the Occident and the Orient.

Longtime client Accor knew QUO had the experience and know-how to revive the Orient Express concept. With the railway’s storied history and incredible roots, QUO’s first challenge was to re-imagine this brand into one relevant for the modern luxury traveller.

drink - hand - desk

Timeless classics never go out of style

The journey began with the global Orient Express brand team, including a workshop to define the guest experience strategy, ensuring it would be as distinct and meaningful as the Orient Express itself. QUO has plenty of experience working on similar projects with AccorHotels’ LUXE brand team, forming global guest experience strategies for the Pullman, Swissôtel, MGallery and Grand Mercure brands.

This slideshow requires JavaScript.

All the feels: mood boards depicting the contemporary, exotic, historic, mysterious and classic tones of Orient Express

For the home stretch of this imaginative journey, QUO worked closely with the regional Accor team in Bangkok to roll out the press launch and signing ceremony of the first Orient Express Hotel on 18 December 2018. QUO left no detail untended for the dazzling event. The Bangkok-based branding agency created an evocative video introducing the brand, sourced brand-relevant props and furniture, and decorated the 74th floor of Bangkok’s tallest tower, Mahanakhon to fully immerse the media and VIP guests in the brand experience, mood and tone. The event got plenty of media attention, including this write-up in English-language daily the Bangkok Post.

Mahanakhon tower is a prime address in the central business district of the vibrant Thai capital, and the brand new Orient Express Hotel residing within is set to turn heads starting in the fourth quarter of 2019 with its refined pairing of old-world charm and contemporary luxury and fulfilling the promise of a ‘journey to elsewhere’.