Renowned Chinese artist Zeng Fanzhi, Kempinski Hotels, and a host of culture and design experts are helping a state-owned tourism company give the “Chinese Dream" an ultra-luxury image with NUO, a new Chinese hotelier with big global ambitions. With branding undertaken by German luxury hotelier Kempinski and French consultancy Landor in consultation with Chinese historians and design experts, the Beijing location can be thought of as a modern interpretation of a Ming dynasty scholar's studio—albeit a much more opulent version. “We have moon gate-shaped doors, the furniture is Ming design; the style, the pattern is from Ming design as well," says NUO Beijing General Manager Adrian Rudin.

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