Marc Nicholson on how 1880 can inspire conversations in HK with new brand identity

1880, the Singapore-based social club, has expanded into Hong Kong and brought the brand’s signature blend of exceptional hospitality and connection-driven programming to Two Taikoo Place.  

The highly anticipated expansion, which features 1880 Hong Kong members club and the brand-new 1880 SOCIAL concept that is fully accessible to the public, not only heralds a new era in workspace entertainment but also creates a dynamic new platform for meaningful dialogue, professional fulfilment, and personal growth.  

1880’s expansion to Hong Kong marks a new chapter in its mission to inspire conversations that make the world a better place, said Marc Nicholson (pictured), 1880 founder, during an interview with MARKETING-INTERACTIVE.  

“Hong Kong is a very natural choice for us. I mean, it would be at the top of the list, and hence, that's why this is the first club that we're opening outside of Singapore, in terms of the kind of world class, tier one cities[...]you could say Paris, you could say Shanghai, but there are not many other cities in the world where I think we belong,” he added.  

Both 1880 Hong Kong and 1880 SOCIAL embody the club’s commitment to providing world-class hospitality alongside thought-provoking programming, creating a vibrant ecosystem that will redefine the every day in this dynamic city, he added. “I’m incredibly excited to see how Taikoo Place and the wider community come together in this beautiful space and where the journey takes us from here.” 

Given the drastic behaviour change among consumers before and after the pandemic, the launch of 1880 wishes to encourage Hongkongers to get out of their comfort zones and spark conversations. The new venue is where ideas come to play, beckoning agitators, creators, explorers and adventurers to come together in the pursuit of positive change, and 1880 is here to become the catalyst for mutual conversations, Nicholson said.   

“You take a creative person, an entrepreneur, and a person that funds businesses, and you stick them in a room. So when I say, lock the door, that's a members club, privacy and intimacy, to be together and then turn the heat up is simply serve good food, serve good wine, create events, give them reasons to bump into each other and have conversations, and then you see what happens.”  

“I love that we can provide that outlet for people, whether through donating money or participating in a talk, sharing an opinion, and quite honestly, then going further beyond trips and all kinds of exciting things. That is why I think people enjoy being a member,” he added. 

Inspiring conversations with new identity

Done in partnership with branding and design agency Anak, the interiors of 1880 Hong Kong and 1880 SOCIAL, crafted by MSDO and AvroKO’s Bangkok studio, draw inspiration from the intricate machinery of the Taikoo sugar refinery, creating a distinctive blend of historical tribute and modern sophistication.  

The richly layered design concept celebrates the journey from raw material to refined product, transitioning as one moves up the floors. It progresses from smooth, fluted forms and green accents reminiscent of sugarcane fields on the lower floors to crystalline shapes that echo the sugar refinement process. The fourth floor, designed by AvroKO, integrates organic forms inspired by molasses, which was chosen to symbolise the togetherness of 1880.  

Incorporating geometric figures drawn from the nearby Monster Building and colourful elements paying homage to Hong Kong’s iconic sugar man stalls, the first two floors of 1880 SOCIAL offer an inviting atmosphere for Taikoo Place tenants and the wider community to connect over coffee, drinks or a delicious meal. The culinary offerings are diverse, starting with The Double on the first floor, a day-to-night coffee and wine bar serving a range of delectable pastries and café-style dishes in a cosy, casual setting.

The second floor also houses an array of options, each with its own distinct identity. Hoi Polloi is an explosive blend of Southeast Asian cuisine and culture, with efficient and attentive service, featuring contemporary Asian-inspired delights in a relaxed family-style setting. Fine-dining venue Té Bo offers modern European cuisine with an Asian flair, serving elegantly presented dishes that are a dynamic dialogue between tastes and aromas.   

In terms of marketing strategies, Nicholson said 1880 as a members’ club, works mostly on word of mouth, and grows from there. “Its marketing strategy really is to enroll the right people from the very beginning, people who are going to become advocates of what you do, and then they bring their friends, and their friends like it, and then likely their friends join and that's how the business grows.” 

As for 1880 SOCIAL, which is a public-facing brand with over seven sub brands, the marketing strategies vary depending on each sub brand, he said. “The restaurants have their own Instagram pages, but with different PR companies. They work as standalone operations. How do you market this restaurant slightly differently? There’re different audiences, and that's the same for the gym the spa and the Double, which is a cafe on the ground floor. So each of those works separately, but then they also work under a united brand."  

Beyond the extensive range of restaurants and amenities, 1880 Hong Kong and 1880 SOCIAL also strive to deliver a wide range of events and community activities. These include thought-provoking talks, parties, film festivals, music performances, immersive experiences and more, all designed to bring people together, foster community engagement, and stimulate the intellect and senses. 

Nicholson said he’s constantly looking for events that he thinks resonate well with people, “And I love it when we hold events that are very surprising that people wouldn't normally hold. And we do a lot of fun stuff, but we do a lot of serious stuff."

He recalled hosting a talk on the Hamas-Israel conflict, which invited speakers from the Jewish community in Singapore, the Arab community and international guests, and everyone expressed emotional perspectives in a respectful and courteous way.  

"That's what gets me really excited. When you bring people who have different perspectives together, and you're not making them agree, but you're just asking them to understand and learn a little bit about it, why do you think differently? For me, it's a really wonderful thing to do. That's what I love to do,” he added. 

“We envisioned an identity for 1880 SOCIAL that embodies the dynamic interplay of work and play within the space. Through punctuations and letterforms, notes and chords, steps and routines, we have created layers of innovative graphics and pattern sets that represent the rhythm and flow of life in this multi-purpose campus where conversations spark, ideas flourish, and a diverse community comes together,” said Jeremy Tan, creative director, Anak.

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