Changing The Face of Luxury Travel: Destinations Within Reach

Changing The Face of Luxury Travel: Destinations Within Reach Overview

Club Med, renowned for its luxurious, all-inclusive experiences across global destinations, recognized a key shift in the travel habits of urban Chinese consumers. To meet the demand for more accessible, short-stay getaways, a new hospitality concept tailored specifically to the domestic market was created – Club Med Joyview. Targeting the growing segment of urban travelers seeking quick escapes from city life, Club Med Joyview offers the perfect balance of leisure, nature, and cultural experiences.

With LABBRAND’s expertise, this concept redefines luxury for the modern Chinese traveler, providing the flexibility of shorter stays without sacrificing the premium quality that Club Med is known for globally. This strategic pivot allows Club Med to stay at the forefront of China’s evolving travel landscape, delivering elevated, rejuvenating getaways just a short trip from home.

Integrating The Holiday Concept Into Every Design Element

Creating a seamless holiday experience at every touchpoint of the customer journey

Color Your Life With The Colors Of Nature

The identity design includes brand signature, VI system, restaurant identity and other brand application, for discerning travelers seeking an escape in nature, with a unique French touch from Club Med.

Embodying the Brand Concept in the Dining Experience

Creating a cohesive, memorable connection between the Club Med Joyview’s values and the customer’s dining experience, allowing for deeper brand recognition.

Asian Kitchen: Visual Language Exploration

Serving a variety of Asian comfort food and beverages, the Asian Kitchen is designed to be a complementary “all-day dining” venue to the international buffet. The design application includes a menu system utilizing wood material to create a large board menu, providing a casual presentation to the guests and aligns with Asian Kitchen’s F&B concept.

Club Med Joyview successfully brings the allure of vacation within reach, inspiring a new model for close-to-home travel that connects people to leisure and relaxation without the need for long-distance trips. The cohesive yet distinctive escapist branding not only inspires memorability, but also sets a new standard for domestic travel, making well-rounded, luxurious holidays more attainable and reinforcing the idea that rejuvenation can be meaningfully found just around the corner.