The document summarizes the location, brand, design concepts, and target markets for Vue Hotels, Pink Rabbit Restaurant, and FAB café bakery in Beijing. The flagship property is located in Houhai near a lake and park. It comprises renovated 1950s buildings given a contemporary design. The Pink Rabbit restaurant and Moon Bar have a casual atmosphere, while FAB café in front provides a vibrant space. The target markets are local Beijing residents, business travelers, and expats. A soft opening is planned for summer 2016 with a grand opening in fall.

1. SITE LOCATION
The flagship property of Vue Hotels, Pink Rabbit Restaurant and FAB café bakery is located in
Beijing, in the Hutong district of Houhai. The hotel 5,420 sqm compound sits on the edge of the
picturesque Houhai lake, and neighbours a verdant public park, as well as historic Hutong
houses which are still occupied by local inhabitants today. Located along Houhai’s banks are
also a district of bars and vibrant cafes.
Houhai is quite well-known for its nightlife and popular with young locals and foreign expats and
tourists, with potential to grow into a well-known attraction housing international and local
businesses in Beijing.
BRAND & DESIGN CONCEPT – VUE HOTELS
Adopting the boutique hotel concept that guests are familiar with for Orange Hotels Group, Vue
Hotels takes it into the next level with a design by the Ministry of Design that incorporates a
traditional architectural style for its base and giving it a contemporary and whimsical twist.
Undertaken as a major adaptive-reuse exercise, the hotel comprises a series of artistically
transformed quasi-historic buildings from the 1950s.
The hotel compound comprises a series of buildings with a variety of architectural styles and
approaches. Although designed primarily in the Chinese vernacular, the different buildings span
a range of ornamentation from highly decorative roof eaves, characterful gargoyles, sculptured
balconies and latticed window frames, to pared-back jack roofs and plain brick work wall
finishes. The design approach has been to unify this diverse collection through colour and
landscaping. All the buildings are conceptually draped over with a sleek black coat of paint,
upon which key architectural details have been highlighted in a contemporary gold patina.
These featured elements shimmer against the dark backdrop and their prominence suggests an
informal “cataloguing” of key architectural details. As guests explore the compound, this
“catalogue” of details gradually brings into focus the distinction between the historical versus
the contemporary: a subtle juxtaposition, which highlights the rich tension arising from any
adaptive reuse design.
Conceptually, the design harnesses all the “left-over” spaces in-between each building, to tie
the compound into a single holistic experience. These in-between spaces are treated
graphically with an “ice-ray” lattice pattern inspired by traditional Chinese screens. Treated
three-dimensionally, hardscaped floors and passageways rise to become private balconies or
garden enclosures.

2. This intriguing hotel compound invites you to explore its many facets where you will discover a
series of landscape gardens, a bakery café fronting the hustle of the Hutong streets, a signature
restaurant in a former warehouse, a rooftop bar overlooking the lake, a gym and over 80 rooms
and suites, several with private gardens or with views overlooking the park or lake.
We envision the brand being very natural, inviting and effortlessly sexy. The design resonates the
same mood and attitude as well. Being incredibly flexible, Vue is the site of limitless types of
activities, and giving guests the option of individual expression.
BRAND & DESIGN CONCEPT – THE PINK RABBIT AND MOON BAR
Upon approaching the Pink Rabbit from the adjacent courtyard, guests encounter a whimsical
installation atop the building’s roof of 2 gigantic wireframe rabbits. The Pink Rabbit’s casual but
sophisticated atmosphere plays itself out in the interior design --- with exposed metal & wood
trusses, lounge style seating paired with a feature bar and DJ counter contribute to the overall
upbeat vibe. This venue is located at the lakeside-edge of the hotel compound, and guests
enjoy glimpses of Houhai lake from the rooftop Moon Bar.
The cuisine is Global Tapas with a strong emphasis on classic Spanish fare while offering a choice
collection of international fare in small bites. The Pink Rabbit focuses on freshness and
authenticity of ingredients with simple yet wholesome preparations.
On the ground floor, the Pink Rabbit comprises an integrated collection of spaces with lounge
and bar style seating near the main bar counter, long communal tables and dining tables, as
well as comfortable banquettes in the main dining and terrace areas. Private dining rooms and
a cigar lounge with terrace completes the restaurant.
The Moon Bar is an elongated rooftop space offering an alfresco treetop lounge and bar
experience. A long bar counter has bar seats with clusters of lounge sofas and beds and high
tables throughout, and loungers, bench seats by the large Jacuzzi complete the selection of
seating.
The flexible and varied seating and settings allow for different ambience and also functional
uses such as privatizing areas for special events and promotions, as well as business
collaborations and festivities alike.
The restaurant and bar offer spaces appropriate for intimate couples, families and friends, and
also group events. Service is friendly yet professional and highly efficient, the venue and
ambience is social but likewise caters to intimate and private occasions. Guests are drawn to
the comfortable and social ambience, and the high quality of food, drinks and service promotes
guest loyalty and preference.
BRAND & DESIGN CONCEPT – FAB CAFÉ BAKERY
Upon arrival and en route to the Reception, the guest experience first begins at one of Vue
Hotel’s social hubs: the FAB café and bakery. This casual and vibrant venue fronts the busy

3. Hutong main road where scenes of daily local life and culture can be witnessed. With both
terrace alfresco as well as indoor seating, FAB is the perfect place for breakfast, a quick snack or
a rousing cup of coffee. The interior design approach draws from characteristics of the street
front in its use of materials and color accents. A wide range of seating nooks and furniture allows
the FAB experience to feel varied and engaging.
Open and friendly, most guests will be welcomed through FAB café and bakery. The venue is
important in giving guests an intimate and comforting first impression of the overall site. Although
its own separate venue, FAB café and bakery is connected to the hotel reception, therefore,
guests can enjoy an interesting and convenient check-in and check-out experience.
TARGET MARKETS
Local target markets include Beijing residents, other local Chinese across different cities and
existing Orange Hotel VIP guests. International markets include business travelers, expats and
leisure tourists.
MAIN COMPETITORS
There are no exact nor direct competitors as such since Vue Hotels, the Pink Rabbit and FAB
Café Bakery are in an exclusive location and the luxurious and unique experience offered is not
easily found elsewhere in Beijing. The project location, design and approach is new and
revolutionary in the city and aims to set a new benchmark in providing an integrated leisure and
dining experience.
Although the Opposite House, NUO and W can be seen as competitors for the hotel, they do not
accurately align with the Vue brand as such, however they are more relatable design-wise and
price-wise. Vue Hotels plan to carry a start out price from 1200-1500 RMB, and sustain it for the
first six months or the first year of opening. There are definitely possibilities to raise the pricing as
we improve upon our service to guests.
For the Pink Rabbit, competitors include TRB Bites, MIGAS, Saffron, and The Georg. For FAB café
and bakery, competitors are Baker & Spice, Farine and Naked Bites. The restaurant and cafe
bakery adopt an approachable, mid to up-market price range.
OPENING & FUTURE GROWTH
Soft opening of the development is targeted for summer 2016, with a grand opening event in
the months to follow (approx. October).
The strategic direction is to grow the three brands, first as a flagship group in the Hou Hai
development and thereafter, potentially independently in other locations and cities within China.
Future units of the Pink Rabbit can be conceived as standalone restaurants or potentially with
Vue Hotels on an opportunistic basis. FAB café bakery can be developed in conjunction with
other properties within Orange Hotel Group or as a standalone, on an opportunistic basis.
However, the growth of secondary Vue Hotels locations is dependent on the location, as it is an
important aspect of the brand image.