Dean Winter grew up in the English countryside of Norfolk, far from the bright lights of Hong Kong where he spent most of the last two decades. But his itch for travel started in his youth. “My father’s career in the travel industry sparked my curiosity for global connections, while my mother – an incredible cook to this day – taught me the essence of hospitality. Their influence shaped my path and inspired me to create meaningful experiences for others, just as they did for me,” says the Managing Director of Swire Hotels.
The hospitality group has two brands: Premium contemporary brand EAST and the luxury range, The House Collective, which comprises The Upper House in Hong Kong, The Middle House in Shanghai, and The Temple House in Chengdu. Both brands belong to Swire Hotels that operates under Swire Properties – a subsidiary of the Swire Group conglomerate started by John Swire in the 18th century as a modest Liverpool textile trading company.
After hotel studies in Oxford Brookes University and stints in London luxury hotels, Winter moved to Asia, working in F&B management at Mandarin Oriental Hotel Group. He joined Swire Hotels in 2006 in a development role before becoming The Upper House’s general manager in 2008, where he had a hand in shaping the hotel that has been ranked among the top five of the World’s 50 Best Hotels in the past two years.
(Related: Time to head EAST on your next Hong Kong visit)
“From the very beginning, we wanted to do something quite different,” says Winter. He was adamant to avoid the “rigid protocols” and “somewhat predictable and mechanical” experiences he noticed in luxury hospitality then. “We envisioned a ‘house’, not just a hotel – a place where guests feel truly at ease the moment they step through the doors, greeted not by ‘staff’ but by individual personalities,” states Winter. That meant cultivating an internal culture where staff feel empowered to be their true selves.
Beyond the people, Winter shares that hospitality is also about thinking differently, inspiring creativity and building connections that are effortless yet unforgettable. This extends to The House Collective’s design-focused spatial experiences. For example at The Middle House, the arrival sequence starts with the sparkle of a magnificent Murano glass chandelier that augments the gloss of bamboo-like wall tiles in the foyer. In the guestrooms, hardwood floors and etched timber platforms evoke a crafted sensibility while soft textiles channel the comforts of a refined apartment.
“Each city we enter is rich, layered, and far from homogeneous. It’s always fascinating to see how designers take that complexity and make it their own by blending local influences with their own stories. Lissoni was deeply inspired by the idea of an encounter between Italy and Shanghai – celebrating the mutual respect for craftsmanship. His vision explores cultural motifs like the significance of ceramic and bamboo while playing with light, allowing it to glow softly through screens throughout the House to create a very particular, special kind of place,” says Winter.
Every detail is considered to ensure the best guest encounters. In The Upper House, the hotel team worked with interior designer André Fu to design a rain shower [area in the bathroom] that feels more spacious by removing the door. “The result is a seamless, airy experience without worrying about the splashes,” says Winter. “Every element reflects a spirit of generosity, exemplified by the creation of the largest entry-level rooms in the city.”
The House Collective’s attentive rulebook was ahead of the times when it was written. “What might have once been considered ‘luxury’ may now be considered baseline, while other aspects may no longer be environmentally responsible,” says Winter. For example, rather than just simple massages in hotel spas, guests now look for “immersive, restorative experiences that nurture the mind, body and soul.”
Staying ahead of the competition, The House Collective partnered with FAMILY FORM to bring infrared workout sessions to a hotel community eager to explore the latest in wellness innovation. Founded by Hong Kong entrepreneurs Lindsay Jang and Helen Kim, it was introduced into The Middle House this May.
The next few years will see even more exciting adventures for the brand, with new properties opening in Shenzhen (2027), Xi’an (2028) and Tokyo (2029). Japanese architect Shigeru Ban and Australian interior design firm LAYAN are designing the House in Xi’an while Büro Ole Scheeren, which is behind the DUO skyscrapers in Singapore, is designing the Shenzhen House.
(Related: Staying fit wherever you are)
“We give our designers the freedom to interpret each city through their own unique lens while weaving in local influences. One thing’s certain – every House has its own personality and distinct style that’s been a signature across our brand,” emphasises Winter. “For our Tokyo House, we’re teaming up with Snøhetta – an internationally renowned Norwegian firm known for designing spaces that blend conceptual form with nature. We can’t wait to see how they bring the House into the vibrant Shibuya district.”
Designed by André Fu, The Upper House juxtaposes intimacy and drama
The Temple House embraces its location with a restored Qing Dynasty heritage building as the entrance
The Middle House in Shanghai's JIng'an district, designed by PIero Lissoni of LIssoni & Partners, interprets traditional Chinese materials through his refined lens
The upcoming 'House' in Xi'an, China is located within the Small Wild Goose Pagoda historical and cultural zone, and is part of Swire Properties' upscale mixed-use development Taikoo Li Xi'an
The upcoming yet-to-be-named 'House' in Tokyo will be part of a prestigious mixed-used project by Tokyu Corporation and Tokyu Department Store (together, Tokyu Group), and L Catterton Real Estate (“LCRE”); it is situated on the site of Tokyu Department Store's flagship store near Shibuya
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