The St. Regis Bar Hong Kong wanted to launch a distinctive new cocktail collection that would captivate guests and stand out in Hong Kong’s competitive luxury bar scene. The brief called for a menu that went far beyond a traditional drink list — one that would tell a compelling story connecting the heritage of Hong Kong and New York while delivering a memorable, interactive, and highly shareable guest experience.

Building on the client’s creative concept “Tickets to Ride on Trains & Trams”, DASH reinterpreted and fully executed the idea as a luxurious, playable board game. Inspired by the historic train and tram routes linking the two legendary cities, we designed a complete premium set housed in an elegant wooden box, complete with an intricately illustrated game board, custom train and tram game pieces, dice, and a full series of beautifully designed stamp-style cocktail cards.

Each of the sixteen original cocktails is represented as a unique “station” on the board, with elegant illustrations and storytelling that capture the unique character, history, and energy of iconic locations from Hong Kong and New York. From the sophisticated colour palette and refined typography to the premium materials and meticulous attention to detail, the final design creates a refined yet playful experience that guests can literally play while discovering new cocktails.

This immersive St. Regis Bar Hong Kong creative drink menu successfully brings the client’s vision to life through exceptional design execution and experiential storytelling.