Sheraton Brings ‘Gatherings’ to Greater China

Sheraton Unveils New Program in China

Sheraton Hotels and Resorts has launched the ‘Gatherings by Sheraton’ brand program in Greater China. This initiative begins with an exciting collaboration with The ‘Genius Mom’, a public welfare project organized by the China Women’s Development Foundation. Under the theme ‘Celebrate Life’s Moments at Sheraton’, nearly 400 pieces of crafts inspired by intangible cultural heritage will be showcased in the lobbies of nearly 100 Sheraton hotels nationwide. This program invites guests and visitors to appreciate these curated displays of Chinese culture.

In 2023, Sheraton Hotels launched its Gatherings by Sheraton program in the United States, aimed at helping guests and locals connect with the inspiring stories and cultures of communities worldwide. This initiative encourages travellers to enrich their experiences. Since its debut, Sheraton hotels globally have hosted various weekly events that offer moments of enrichment, renewal, and local storytelling. By introducing the ‘Celebrate Life’s Moments’ program in Greater China, Sheraton Hotels continues strengthening its commitment to becoming ‘The World’s Gathering Place.’

“As the most global brand within Marriott Bonvoy’s portfolio, Sheraton Hotels has set out to become ‘The World’s Gathering Place,’ a vision that inspires each property to create unparalleled spaces where guests from all corners of the globe can converge and forge meaningful connections,” said Betty Tian, Vice President, Marketing, Communications, Premium & Select Brands, Greater China.

“We are delighted to collaborate with The ‘Genius Mom’ project to transform the lobbies of Sheraton hotels across Greater China to showcase Chinese culture, connect guests through craftsmanship and forge deeper connections with each destination.”         

Under the ‘Celebrate Life’s Moments at Sheraton’ theme, the collaboration with The ‘Genius Mom’ project brings together cultural artworks from four major regions across China, all inspired by a common element of traditional symbols of blessings. 

• Cloth-paste paintings, which originated in the art of the northern nomadic tribes of Hebei Province, are a uniquely modern interpretation of Manchu patchwork techniques. Skilled artisans utilize fabrics, sponges, and needlework to convey joy and auspicious wishes through colourful, exquisite, and intricate works.
• In Guizhou Province, Feng Xiang Dyeing is a treasured art form of the Bouyei ethnic group. This dyeing technique is part of a broader tradition of Bouyei textile craftsmanship. It features simple yet dignified colour schemes with classical and elegant patterns, which serve as a medium to convey good wishes and fond emotions to relatives and close friends.
• Guangxi Zhuang Embroidery, featuring vivid natural totems and exquisite craftsmanship, depicts dancing butterflies and auspicious lions.
• Hubei Xilan Kapu, a colourful brocade art from the Tujia ethnic group, weaves happiness and good wishes with ancient techniques.    

"We are delighted to collaborate with Sheraton Hotels for  The 'Genius Mom’ project, which supports local craftswomen in showcasing a priceless cultural heritage through their skills and wisdom,” said Nan Jing, Assistant Secretary-General, China Women's Development Foundation.

“This partnership, which reflects Sheraton’s brand positioning of being deeply connected with local communities, will provide us with a platform to showcase the beauty of Chinese heritage handicrafts and enrich travellers’ journeys while empowering and promoting the creativity and potential of local craftswomen.”

The campaign "Celebrate Life’s Moments" features themed art exhibitions in collaboration with The Genius Mom, showcasing the beauty of Chinese heritage crafts. These exhibitions will be displayed in the lobbies of nearly 100 Sheraton hotels nationwide until March 31, 2025. Guests will be able to appreciate the charm and stories behind these captivating artworks and participate in interactive experiences that highlight local intangible cultural heritage crafts.