Park Hyatt Tokyo is one of the capital and Japan’s most recognised luxury hotels, achieving celebrity status after its appearance in the 2003 film Lost in Translation. As the innovator of the multi-purpose, high-rise business model, Park Hyatt Tokyo has elegantly maintained its position as THE luxury destination in the city – fusing Japanese omotenashi service with international hospitality – since 1994.  

With its 30th anniversary taking place in 2024, Park Hyatt Tokyo identified an opportunity to reaffirm the foundations of that leadership – crystallizing its core positioning and closing for a seventeen-month refresh and enhance every element of the property. The aim was to ensure the long-term success of the hotel for many years to come.  

In Japan, an important commercial driver of success for hotel properties are weddings – a lucrative but also highly competitive space with endless diversity of offers, activations and packages. Park Hyatt Tokyo’s wedding proposition had not been changed since the hotel’s founding so the hotel leadership brought in Eat to evolve the wedding offer and ensure it would appeal to a new generation of audiences.  

We kicked-off our partnership with a deep investigation into the evolution of weddings in Japan including the shifting experience preferences of generational groups, competitor offers, as well as identifying new target audiences Park Hyatt Tokyo could reach.  

We found that many Park Hyatt Tokyo wedding competitors centered their wedding offer around a characteristic of the venue itself or a generic idea about “realising your wedding here” or ”beginning your relationship”, with little emotion or narrative that would truly resonate with audiences.  

We revealed that Park Hyatt Tokyo’s brand, it’s exclusivity and personalised wedding packages put it ahead of its competitors. But a lack of customer understanding of what a Park Hyatt Tokyo wedding really is, meant that a clearer, more compelling story and proposition was needed to give their wedding offer a larger, clearer voice in the market. 

Building on the timeless and artistic design and heritage of the property, we crafted a wedding narrative, Create Your Timeless Masterpiece. At Park Hyatt Tokyo, couples can paint a canvas for their wedding with their own unique personalities and spirit, crafting an experience that is truly unique. It also reflects the incomparable environment of Park Hyatt Tokyo itself. A wedding can only be transformed from an event to a true masterpiece for the ages at Park Hyatt Tokyo.  

The story was taken into a full visual realisation by our design and experience teams. We created an elegant, emotive visual execution using light and shadow, inspired by Park Hyatt Tokyo’s interior design aesthetic developed by legendary designer John Morford. Our concept invites anyone to imagine the possibilities of their wedding at Park Hyatt Tokyo, the shadowed outline of the bride and groom making it universally relatable.

We had the unique experience of working with Park Hyatt Tokyo’s wedding team and exclusive floral designer to develop a graphic style inspired by encyclopedic botanical drawings of the 18th and 19th centuries. Hand-drawn illustrations capture the beauty and vitality of these flowers – a timeless interpretation of these icons of wedding celebration.

Alongside this, we evolved Park Hyatt Tokyo’s wedding palette, building on a foundation of Park Hyatt Tokyo’s brand colors and introducing a Dusty Rose tone that adds warmth to every touchpoint of the wedding journey.

These elements were all brought together in a bespoke and tactile wedding kit, presented as a gift to prospective couples considering a wedding at the hotel. The wedding book features gold-stamped cover text and embossed flower patterns, with a white paper stock providing a striking and highly visual backdrop for storytelling. The folder design includes a two-tone palette and is printed on a warm textured stock, accented with pink gold foil to create an elevated, luxurious feel.

With Park Hyatt Tokyo scheduled to reopen in 2025, the hotel is ready to welcome couples from every walk of life, supporting them to create and deliver their own timeless masterpiece.