Set within Boston’s Back Bay, the private residences at the Mandarin Oriental required an identity that could carry the cultural depth and global prestige of the brand while establishing a quieter, more intimate expression. With only 36 fully customizable homes, the positioning centered on rarity, materiality, and the art of considered living.

Rather than creating a conventional luxury condominium brand, we translated the Mandarin Oriental’s iconic fan and visual language into a bespoke residential expression rooted in craftsmanship and restraint.

Drawing from traditions of gifting and finely made objects, the system emphasized texture, symbolism, and editorial storytelling. The identity honored the brand’s Asian heritage while grounding the narrative in Boston’s architectural and cultural context.

A custom-embossed presentation case became the centerpiece of the sales experience. Architectural plans were housed within a tactile object designed to feel collected rather than distributed. Intricate fan-inspired patterns, layered papers, and rich color tones elevated the materials beyond marketing collateral, transforming them into keepsakes.

Across print and digital touchpoints, the cohesive system maintained the Mandarin Oriental’s global standards while establishing a distinct residential voice…refined, private, and rare.