The afternoon tea spread at The Peninsula Boutique and Cafe, served in the brand’s signature Page Bear tableware. (PHOTO PROVIDED TO CHINA DAILY)

The Peninsula Hotel lobby’s afternoon tea draws a bevy of local and international fans eager to soak in the ambience.  Here tunes played by a balcony string quartet bounce off the elegant cornices. Yet many of today’s social media influencers and Instagrammers may respectfully deem this decades-long tradition passé. 

With the hospitality industry battered by the pandemic, hoteliers are eager to attract new audiences through shares and likes. The Peninsula is the latest luxury hotel to indulge influencers with a new concept targeting a younger market.

 This year Peninsula Merchandising launched The Peninsula Boutique and Café, offering patrons one more afternoon tea option. Three times the size of its former incarnation, the store is the Hong Kong-based hotelier’s flagship.

There are plenty of selfie spots in the space, with a dark and moody ambience courtesy of the architecture and interior design firm Conran & Partners. Balancing traditional and innovative motifs, The Peninsula’s signature green color was used on plush banquets and carpets in the café and on the fronts of display stands in the boutique. The sparkle of champagne-hued metals in pendant lamps and display shelving reinforce the hotel’s glamor.

“The combination of contemporary colors and details give the open plan interior a distinctive, modern edge and offsets the more classical elements, which appeals to the social media-savvy crowd,” explains Guy Riddell, Peninsula Merchandising’s general manager. 

The store focuses on movement between three zones — retail, café and Assouline book corner, with each offering its own photogenic ambience and dedicated entries. Previously spatial restrictions meant that the boutique offered a limited product range and was predominantly a retailer. Now interactive and socially engaging chocolate tastings, tea tastings and other personalized services encourage visitors to immerse themselves in a curated Peninsula afternoon.

Peninsula Merchandising’s General Manager Guy Riddell shows off the new look of The Peninsula Boutique and Cafe. (PHOTO PROVIDED TO CHINA DAILY)

For those who wish to share their experience of the hotel with friends and family, The Iconic Collection offers souvenirs such as postcards, tote bags, magnets, mugs and other items emblazoned with nostalgic images from the hotel’s early years. 

“Another new signature item is the 3D-printed Page Hat Chocolates inspired by our pages (welcoming staff members),” notes Riddell. 

An on-site barista specializing in coffee art adds to a menu featuring The Peninsula’s signature tea blends and a tray of treats. Delicate finger sandwiches and miniature pastries join favorites such as scones with jam and clotted cream. The picturesque combination is the stuff of Instagram dreams. Many patrons frequenting the café enjoy taking selfies with the tea set as much as tasting the pastries — perhaps more. 

“Ever since opening, we have seen a steady increase in the number of followers across our social media platforms,” reveals Riddell. “Our soft serve ice cream parfaits are a big hit and have been named one of the best in town. Guests love our unique Page Hat and Page Bear tablewares and happily share their experiences on social media platforms. In response to their requests, these wares are now available for sale.”

Hot on the heels of its success, Peninsula Merchandising plans to roll out its boutique concept within its key properties. “As for food and beverage offerings, each city will have its own signature items in addition to the classics,” notes Riddell. “In Japan, for example, mango pudding is the top seller. And we will continue to explore new locations to expand our portfolio.” 

Riddell is surprised at how popular the more contemporary afternoon tea offering at The Peninsula has become, saying, “We never thought that our 25-seat café would have a fan base already.”