Shilla Monogram, A new name for an unmapped territory

Shilla Monogram - a lifestyle hotel brand built on Signature Sophistication: the quiet confidence of The Shilla's heritage reinterpreted through each destination's local character. The Monogram mark distils The Shilla's commitment to genuine, thoughtful service into a single timeless symbol. The name itself wasn't the client's first choice - but Lippincott made the case for why it was the right one for the brand, and the client came to embrace it so fully that it became a point of internal pride. The complete brand system spans visual identity, spatial identity, tone of voice, and customer experience - with The Shilla's signature service DNA adapted to local context rather than replicated wholesale. The first property opened on Non Nuoc Beach in Da Nang, Vietnam: establishing the template for the group's broader Asia-Pacific expansion.