Latest Creation – HASA House opens in Shanghai
An urban wellness and lifestyle destination in Xuhui, branded by Thread Design from name to signage.
HASA House held its grand opening in 8 June 2026 at Lane 56, No. 22 Donghu Road, in Shanghai’s Xuhui District. Thread Design created the brand, from naming and brand architecture through to wayfinding, menus, wall graphics and guidelines.
The brief started with a question: where do you go in a city like Shanghai to take a break and just be yourself? The HASA team called their answer an “Oasis in the City”, a place built around three things: Work Out, Eat Well, Hang Out.
One house, several rooms
We built the brand as a house with distinct rooms. Each sub-brand shares the house-shaped HASA monogram but has its own colour, character and voice:
- HASA Active, the fitness programme and class memberships
- HASA Kitchen, wholesome food for a life in motion, in deep burgundy with a fennec fox at the table
- HASA Groove, a vinyl-forward cocktail bar in burnt orange, with an owl on the decks
- HASA Collective, the lifestyle retail range
- HASA Circle, the membership and rewards programme that ties it all together
Everything runs bilingually in Chinese and English, from menus and packaging to the member app and printed magazine.
An oasis you can walk through
In the building, brass house-shaped icons handle wayfinding, and wall graphics of palms, dunes and low sun carry the oasis idea through in terracotta and sand. On the counter, it continues across cups, sandwich wraps, menus and bags.
Our Scope? brand architecture, creative strategy, naming, visual identity, brand applications, menu strategy, menu design, signage and wayfinding, wall graphics, brand guidelines.
A full case study is coming soon. In the meantime, follow @hasahouse_ on Instagram.
