diff --git a/src/main/asciidoc/mediatypes.adoc b/src/main/asciidoc/mediatypes.adoc
index e9907719..070f93d9 100644
--- a/src/main/asciidoc/mediatypes.adoc
+++ b/src/main/asciidoc/mediatypes.adoc
@@ -14,6 +14,114 @@ and most widely adopted hypermedia media types adopted when not discussing speci
 
 It was the first spec-based media type adopted by Spring HATEOAS.
 
+[[mediatypes.hal.models]]
+=== Building HAL representation models
+
+As of Spring HATEOAS 1.1, we ship a dedicated `HalModelBuilder` that allows to create `RepresentationModel` instances through a HAL-idiomatic API.
+These are its fundamental assumptions:
+
+1. A HAL representation can be backed by an arbitrary object (an entity) that builds up the domain fields contained in the representation.
+2. The representation can be enriched by a variety of embedded documents, which can be either arbitrary objects or HAL representations themselves (i.e. containing nested embeddeds and links).
+3. Certain HAL specific patterns (e.g. previews) can be directly used in the API so that the code setting up the representation reads like you'd describe a HAL representation following those idioms.
+
+Here's an example of the API used:
+
+[source, java]
+----
+// An order
+var order = new Order(…); <1>
+
+// The customer who placed the order
+var customer = customer.findById(order.getCustomerId());
+
+var customerLink = Link.of("/orders/{id}/customer") <2>
+  .expand(order.getId())
+  .withRel("customer");
+  
+var additional = …
+
+var model = HalModelBuilder.halModel(order)
+  .preview(new CustomerSummary(customer)) <3>
+  .forLink(customerLink) <4>
+  .embed(additional) <5>
+  .link(Link.of(…, IanaLinkRelations.SELF));
+  .build();
+---- 
+<1> We set up some domain type. In this case, an order that has a relationship to the customer that placed it.
+<2> We prepare a link pointing to a resource that will expose customer details
+<3> We start building a preview by providing the payload that's supposed to be rendered inside the `_embeddable` clause.
+<4> We conclude that preview by providing the target link. It transparently gets added to the `_links` object and its link relation is used as the key for the object provided in the previous step.
+<5> Other objects can be added to show up under `_embedded`.
+The key under which they're listed is derived from the objects relation settings. They're customizable via `@Relation` or a dedicated `LinkRelationProvider` (see <<server.rel-provider>> for details).
+
+[source, json]
+----
+{
+  "_links" : {
+    "self" : { "href" : "…" }, <1>
+    "customer" : { "href" : "/orders/4711/customer" } <2>
+  },
+  "_embedded" : {
+    "customer" : { … }, <3>
+    "additional" : { … } <4>
+  }
+}
+----
+<1> The `self` link as explicitly provided.
+<2> The `customer` link transparently added through `….preview(…).forLink(…)`.
+<3> The preview object provided.
+<4> Additional elements added via explicit `….embed(…)`.
+
+In HAL `_embedded` is also used to represent top collections.
+They're usually grouped under the link relation derived from the object's type.
+I.e. a list of orders would look like this in HAL:
+
+[source, json]
+----
+{
+  "_embedded" : {
+    "orders : [
+      … <1>
+    ]
+  }
+}
+----
+<1> Individual order documents go here.
+
+Creating such a representation is as easy as this:
+
+[source, java]
+----
+Collection<Order> orders = …;
+
+HalModelBuilder.emptyHalDocument()
+  .embed(orders);
+----
+
+That said, if the order is empty, there's no way to derive the link relation to appear inside `_embedded`, so that the document will stay empty if the collection is empty.
+
+If you prefer to explicitly communicate an empty collection, a type can be handed into the overload of the `….embed(…)` method taking a `Collection`.
+If the collection handed into the method is empty, this will cause a field rendered with its link relation derived from the given type.
+
+[source, java]
+----
+HalModelBuilder.emptyHalModel()
+  .embed(Collections.emptyList(), Order.class);
+  // or 
+  .embed(Collections.emptyList(), LinkRelation.of("orders"));
+----
+
+will create the following, more explicit representation. 
+
+[source, json]
+----
+{
+  "_embedded" : {
+    "orders" : []
+  }
+}
+----  
+
 [[mediatypes.hal.configuration]]
 === Configuring link rendering
 
diff --git a/src/main/java/org/springframework/hateoas/mediatype/hal/HalModelBuilder.java b/src/main/java/org/springframework/hateoas/mediatype/hal/HalModelBuilder.java
new file mode 100644
index 00000000..b49eeda0
--- /dev/null
+++ b/src/main/java/org/springframework/hateoas/mediatype/hal/HalModelBuilder.java
@@ -0,0 +1,375 @@
+/*
+ * Copyright 2020 the original author or authors.
+ *
+ * Licensed under the Apache License, Version 2.0 (the "License");
+ * you may not use this file except in compliance with the License.
+ * You may obtain a copy of the License at
+ *
+ *      https://www.apache.org/licenses/LICENSE-2.0
+ *
+ * Unless required by applicable law or agreed to in writing, software
+ * distributed under the License is distributed on an "AS IS" BASIS,
+ * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+ * See the License for the specific language governing permissions and
+ * limitations under the License.
+ */
+package org.springframework.hateoas.mediatype.hal;
+
+import lombok.RequiredArgsConstructor;
+
+import java.util.ArrayList;
+import java.util.Collection;
+import java.util.List;
+
+import org.springframework.hateoas.CollectionModel;
+import org.springframework.hateoas.EntityModel;
+import org.springframework.hateoas.Link;
+import org.springframework.hateoas.LinkRelation;
+import org.springframework.hateoas.Links;
+import org.springframework.hateoas.MediaTypes;
+import org.springframework.hateoas.RepresentationModel;
+import org.springframework.hateoas.server.core.EmbeddedWrapper;
+import org.springframework.hateoas.server.core.EmbeddedWrappers;
+import org.springframework.lang.Nullable;
+import org.springframework.ui.Model;
+import org.springframework.util.Assert;
+
+import com.fasterxml.jackson.annotation.JsonUnwrapped;
+
+/**
+ * Builder API to create complex HAL representations exposing a HAL idiomatic API. It's built around the notion of a the
+ * representation consisting of an optional primary entity and e set of embeds. There's also explicit API for common HAL
+ * patterns like previews contained in {@literal _embedded} for links present in the representation.
+ *
+ * @author Greg Turnquist
+ * @author Oliver Drotbohm
+ * @since 1.1
+ */
+public class HalModelBuilder {
+
+	private static final LinkRelation NO_RELATION = LinkRelation.of("___norel___");
+
+	private final EmbeddedWrappers wrappers;
+
+	private Object model;
+	private Links links = Links.NONE;
+	private final List<Object> embeddeds = new ArrayList<>();
+
+	private HalModelBuilder(EmbeddedWrappers wrappers) {
+		this.wrappers = wrappers;
+	}
+
+	/**
+	 * Creates a new {@link HalModelBuilder}.
+	 *
+	 * @return will never be {@literal null}.
+	 */
+	public static HalModelBuilder halModel() {
+		return new HalModelBuilder(new EmbeddedWrappers(false));
+	}
+
+	/**
+	 * Creates a new {@link HalModelBuilder} using the given {@link EmbeddedWrappers}.
+	 *
+	 * @param wrappers must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 */
+	public static HalModelBuilder halModel(EmbeddedWrappers wrappers) {
+
+		Assert.notNull(wrappers, "EmbeddedWrappers must not be null!");
+
+		return new HalModelBuilder(wrappers);
+	}
+
+	/**
+	 * Creates a new {@link HalModelBuilder} with the given entity as primary payload.
+	 *
+	 * @param entity must not be {@literal null}.
+	 * @return
+	 */
+	public static HalModelBuilder halModelOf(Object entity) {
+		return halModel().entity(entity);
+	}
+
+	/**
+	 * Creates a new {@link HalModelBuilder} without a primary payload.
+	 *
+	 * @return
+	 */
+	public static HalModelBuilder emptyHalModel() {
+		return halModel();
+	}
+
+	/**
+	 * Embed the entity, but with no relation.
+	 *
+	 * @param entity
+	 * @return
+	 */
+	public HalModelBuilder entity(Object entity) {
+
+		Assert.notNull(entity, "Entity must not be null!");
+
+		if (model != null) {
+			throw new IllegalStateException("Model object already set!");
+		}
+
+		this.model = entity;
+
+		return this;
+	}
+
+	/**
+	 * Embed the entity and associate it with the {@link LinkRelation}.
+	 *
+	 * @param entity must not be {@literal null}.
+	 * @param linkRelation must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 */
+	public HalModelBuilder embed(Object entity, LinkRelation linkRelation) {
+
+		Assert.notNull(entity, "Entity must not be null!");
+		Assert.notNull(linkRelation, "Link relation must not be null!");
+
+		this.embeddeds.add(wrappers.wrap(entity, linkRelation));
+
+		return this;
+	}
+
+	/**
+	 * Embeds the given entity into the {@link RepresentationModel}.
+	 *
+	 * @param entity must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 */
+	public HalModelBuilder embed(Object entity) {
+
+		Assert.notNull(entity, "Entity must not be null!");
+
+		this.embeddeds.add(wrappers.wrap(entity));
+
+		return this;
+	}
+
+	public HalModelBuilder embed(Collection<?> collection) {
+
+		return embed(collection, Void.class);
+	}
+
+	public HalModelBuilder embed(Collection<?> collection, Class<?> type) {
+
+		if (!collection.isEmpty()) {
+
+			EmbeddedWrapper wrapper = wrappers.wrap(collection);
+
+			return wrapper == null ? this : embed(wrapper);
+		}
+
+		if (Void.class.equals(type)) {
+			return this;
+		}
+
+		return embed(wrappers.emptyCollectionOf(type));
+	}
+
+	/**
+	 * Embeds the given collection in the {@link RepresentationModel} for the given {@link LinkRelation}. If the
+	 * collection is empty nothing will be added to the {@link RepresentationModel}.
+	 *
+	 * @param collection must not be {@literal null}.
+	 * @param relation must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 * @see #embed(Collection, LinkRelation, Class)
+	 */
+	public HalModelBuilder embed(Collection<?> collection, LinkRelation relation) {
+
+		Assert.notNull(collection, "Collection must not be null!");
+		Assert.notNull(relation, "Link relation must not be null!");
+
+		EmbeddedWrapper wrapper = wrappers.wrap(collection, relation);
+
+		return wrapper == null ? this : embed(wrapper);
+	}
+
+	/**
+	 * Initiates the setup of a preview given the current payload. Clients have to conclude the setup calling any of the
+	 * {@link EntityPreviewBuilder#forLink(Link)} methods. As an example, the call chain of:
+	 *
+	 * <pre>
+	 * ….preview(…).forLink("…", "relation")
+	 * </pre>
+	 *
+	 * will result in the link added to the representation and an embedded being registered for the link's relation:
+	 *
+	 * <pre>
+	 * {
+	 *   "_links" : {
+	 *     "relation" : { … }
+	 *   },
+	 *   "_embedded" : {
+	 *     "relation" : …
+	 *   }
+	 * }
+	 * </pre>
+	 *
+	 * @param entity
+	 * @return will never be {@literal null}.
+	 */
+	public PreviewBuilder preview(Object entity) {
+
+		Assert.notNull(entity, "Preview entity must not be null!");
+
+		return link -> this.previewFor(entity, link);
+	}
+
+	/**
+	 * Starts a preview setup for the given {@link Collection} as preview.
+	 *
+	 * @param collection
+	 * @return will never be {@literal null}.
+	 * @see #preview(Object)
+	 */
+	public PreviewBuilder preview(Collection<?> collection) {
+
+		Assert.notNull(collection, "Preview collection must not be null!");
+
+		return link -> this.previewFor(collection, link);
+	}
+
+	/**
+	 * Starts a preview setup for the given {@link Collection} as preview falling back to the given type if the
+	 * {@link Collection} is empty.
+	 *
+	 * @param collection must not be {@literal null}.
+	 * @param type must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 * @see #preview(Object)
+	 */
+	public PreviewBuilder preview(Collection<?> collection, Class<?> type) {
+
+		Assert.notNull(collection, "Preview collection must not be null!");
+		Assert.notNull(type, "Type must not be null!");
+
+		return link -> this.previewFor(type, link);
+	}
+
+	/**
+	 * Add a {@link Link} to the whole thing.
+	 * <p/>
+	 * NOTE: This adds it to the top level. If you need a link inside an entity, then use the {@link Model.Builder} to
+	 * define it as well.
+	 *
+	 * @param link must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 */
+	public HalModelBuilder link(Link link) {
+
+		this.links = links.and(link);
+
+		return this;
+	}
+
+	/**
+	 * Adds a {@link Link} with the given href and {@link LinkRelation} to the {@link RepresentationModel} to be built.
+	 *
+	 * @param href must not be {@literal null}.
+	 * @param relation must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 */
+	public HalModelBuilder link(String href, LinkRelation relation) {
+		return link(Link.of(href, relation));
+	}
+
+	/**
+	 * Adds the given {@link Link}s to the {@link RepresentationModel} to be built.
+	 *
+	 * @param links must not be {@literal null}.
+	 * @return will never be {@literal null}.
+	 */
+	public HalModelBuilder links(Iterable<Link> links) {
+
+		this.links = this.links.and(links);
+
+		return this;
+	}
+
+	/**
+	 * Transform the entities and {@link Link}s into a {@link RepresentationModel}. If there are embedded entries, add a
+	 * preferred media type of {@link MediaTypes#HAL_JSON} and {@link MediaTypes#HAL_FORMS_JSON}.
+	 *
+	 * @return will never be {@literal null}.
+	 */
+	public RepresentationModel<?> build() {
+		return new HalRepresentationModel<>(model, CollectionModel.of(embeddeds), links);
+	}
+
+	/**
+	 * A common usage of embedded entries are to define a read-only preview. This method provides syntax sugar for
+	 * {@link #embed(Object, LinkRelation)}.
+	 *
+	 * @param entity
+	 * @param link
+	 * @return
+	 */
+	private HalModelBuilder previewFor(Object entity, Link link) {
+
+		link(link);
+		embed(entity, link.getRel());
+
+		return this;
+	}
+
+	@RequiredArgsConstructor
+	private static class HalRepresentationModel<T> extends EntityModel<T> {
+
+		private final T entity;
+		private final CollectionModel<?> embeddeds;
+
+		public HalRepresentationModel(@Nullable T entity, CollectionModel<T> embeddeds, Links links) {
+
+			this.entity = entity;
+			this.embeddeds = embeddeds;
+
+			add(links);
+		}
+
+		/*
+		 * (non-Javadoc)
+		 * @see org.springframework.hateoas.EntityModel#getContent()
+		 */
+		@Nullable
+		@Override
+		public T getContent() {
+			return entity;
+		}
+
+		@JsonUnwrapped
+		public CollectionModel<?> getEmbeddeds() {
+			return embeddeds;
+		}
+	}
+
+	public interface PreviewBuilder {
+
+		/**
+		 * Concludes the set up of a preview for the given {@link Link}.
+		 *
+		 * @param link must not be {@literal null}.
+		 * @return will never be {@literal null}.
+		 * @see HalModelBuilder#preview(Object)
+		 */
+		HalModelBuilder forLink(Link link);
+
+		/**
+		 * Concludes the set up of a preview for the {@link Link} consisting ot the given href and {@link LinkRelation}.
+		 *
+		 * @param href must not be {@literal null}.
+		 * @param relation must not be {@literal null}.
+		 * @return will never be {@literal null}.
+		 * @see HalModelBuilder#preview(Object)
+		 */
+		default HalModelBuilder forLink(String href, LinkRelation relation) {
+			return forLink(Link.of(href, relation));
+		}
+	}
+}
diff --git a/src/main/java/org/springframework/hateoas/server/core/WebHandler.java b/src/main/java/org/springframework/hateoas/server/core/WebHandler.java
index e058eb8c..b5d5f5b7 100644
--- a/src/main/java/org/springframework/hateoas/server/core/WebHandler.java
+++ b/src/main/java/org/springframework/hateoas/server/core/WebHandler.java
@@ -377,6 +377,10 @@ public class WebHandler {
 
 			value = ObjectUtils.unwrapOptional(value);
 
+			// Try to lookup ConversionService from the request's context
+
+			// Guard with ….canConvert(…)
+			// if not, fall back to ….toString();
 			Object result = CONVERSION_SERVICE.convert(value, typeDescriptor, STRING_DESCRIPTOR);
 
 			if (result == null) {
diff --git a/src/test/java/org/springframework/hateoas/MappingTestUtils.java b/src/test/java/org/springframework/hateoas/MappingTestUtils.java
index 3d3e44c1..0dd6307a 100644
--- a/src/test/java/org/springframework/hateoas/MappingTestUtils.java
+++ b/src/test/java/org/springframework/hateoas/MappingTestUtils.java
@@ -51,6 +51,10 @@ public class MappingTestUtils {
 		return mapper;
 	}
 
+	public static ContextualMapper createMapper(Class<?> context) {
+		return createMapper(context, it -> {});
+	}
+
 	public static ContextualMapper createMapper(Class<?> context, Consumer<ObjectMapper> configurer) {
 
 		ObjectMapper mapper = defaultObjectMapper();
diff --git a/src/test/java/org/springframework/hateoas/mediatype/hal/HalModelBuilderUnitTest.java b/src/test/java/org/springframework/hateoas/mediatype/hal/HalModelBuilderUnitTest.java
new file mode 100644
index 00000000..2ff98aa6
--- /dev/null
+++ b/src/test/java/org/springframework/hateoas/mediatype/hal/HalModelBuilderUnitTest.java
@@ -0,0 +1,370 @@
+/*
+ * Copyright 2020 the original author or authors.
+ *
+ * Licensed under the Apache License, Version 2.0 (the "License");
+ * you may not use this file except in compliance with the License.
+ * You may obtain a copy of the License at
+ *
+ *      https://www.apache.org/licenses/LICENSE-2.0
+ *
+ * Unless required by applicable law or agreed to in writing, software
+ * distributed under the License is distributed on an "AS IS" BASIS,
+ * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+ * See the License for the specific language governing permissions and
+ * limitations under the License.
+ */
+package org.springframework.hateoas.mediatype.hal;
+
+import static org.assertj.core.api.AssertionsForClassTypes.*;
+import static org.springframework.hateoas.IanaLinkRelations.*;
+import static org.springframework.hateoas.MappingTestUtils.*;
+import static org.springframework.hateoas.mediatype.hal.HalModelBuilder.*;
+
+import lombok.AllArgsConstructor;
+import lombok.Data;
+import lombok.Getter;
+import lombok.Value;
+import net.minidev.json.JSONArray;
+
+import java.util.Collections;
+import java.util.List;
+import java.util.Map;
+import java.util.TreeMap;
+import java.util.stream.Collectors;
+
+import org.junit.jupiter.api.BeforeEach;
+import org.junit.jupiter.api.Test;
+import org.springframework.hateoas.EntityModel;
+import org.springframework.hateoas.IanaLinkRelations;
+import org.springframework.hateoas.Link;
+import org.springframework.hateoas.LinkRelation;
+import org.springframework.hateoas.MappingTestUtils.ContextualMapper;
+import org.springframework.hateoas.RepresentationModel;
+import org.springframework.hateoas.mediatype.MessageResolver;
+import org.springframework.hateoas.server.core.EvoInflectorLinkRelationProvider;
+
+import com.fasterxml.jackson.annotation.JsonIgnore;
+import com.fasterxml.jackson.annotation.JsonInclude;
+import com.fasterxml.jackson.core.JsonProcessingException;
+import com.fasterxml.jackson.databind.ObjectMapper;
+import com.fasterxml.jackson.databind.SerializationFeature;
+import com.jayway.jsonpath.DocumentContext;
+import com.jayway.jsonpath.JsonPath;
+
+/**
+ * @author Greg Turnquist
+ * @author Oliver Drotbohm
+ */
+@SuppressWarnings("null")
+public class HalModelBuilderUnitTest {
+
+	private static final Link JOHN_SMITH_SELF = Link.of("/people/john-smith");
+	private static final Link ALAN_WATTS_SELF = Link.of("/people/alan-watts");
+
+	private static final LinkRelation ILLUSTRATOR_REL = LinkRelation.of("illustrator");
+	private static final LinkRelation AUTHOR_REL = LinkRelation.of("author");
+
+	private ObjectMapper mapper;
+	private ContextualMapper contextualMapper;
+
+	@BeforeEach
+	void setUp() {
+
+		this.mapper = new ObjectMapper();
+		this.mapper.registerModule(new Jackson2HalModule());
+		this.mapper.setHandlerInstantiator(new Jackson2HalModule.HalHandlerInstantiator(
+				new EvoInflectorLinkRelationProvider(), CurieProvider.NONE, MessageResolver.DEFAULTS_ONLY));
+		this.mapper.enable(SerializationFeature.INDENT_OUTPUT);
+
+		this.contextualMapper = createMapper(getClass());
+	}
+
+	@Test // #864
+	void embeddedSpecUsingHalModelBuilder() throws Exception {
+
+		RepresentationModel<?> model = halModel() //
+				.embed(halModel() //
+						.entity(new Author("Alan Watts", "January 6, 1915", "November 16, 1973")) //
+						.link(ALAN_WATTS_SELF) //
+						.build(), AUTHOR_REL)
+				.embed(halModel() //
+						.entity(new Author("John Smith", null, null)) //
+						.link(JOHN_SMITH_SELF) //
+						.build(), ILLUSTRATOR_REL)
+				.link(Link.of("/books/the-way-of-zen")) //
+				.link(Link.of("/people/alan-watts", AUTHOR_REL)) //
+				.link(Link.of("/people/john-smith", ILLUSTRATOR_REL)) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model))
+				.isEqualTo(contextualMapper.readFile("hal-embedded-author-illustrator.json"));
+	}
+
+	@Test // #864
+	void previewForLinkRelationsUsingHalModelBuilder() throws Exception {
+
+		RepresentationModel<?> model = halModel() //
+				.link("/books/the-way-of-zen", IanaLinkRelations.SELF) //
+				.preview(halModel() //
+						.entity(new Author("Alan Watts", "January 6, 1915", "November 16, 1973")) //
+						.link(ALAN_WATTS_SELF) //
+						.build())
+				.forLink(Link.of("/people/alan-watts", AUTHOR_REL)) //
+				.preview(halModel() //
+						.entity(new Author("John Smith", null, null)) //
+						.link(JOHN_SMITH_SELF) //
+						.build()) //
+				.forLink(Link.of("/people/john-smith", ILLUSTRATOR_REL)).build();
+
+		assertThat(this.mapper.writeValueAsString(model))
+				.isEqualTo(contextualMapper.readFile("hal-embedded-author-illustrator.json"));
+	}
+
+	@Test // #864
+	void renderSingleItemUsingHalModelBuilder() throws Exception {
+
+		RepresentationModel<?> model = halModel() //
+				.entity(new Author("Alan Watts", "January 6, 1915", "November 16, 1973")) //
+				.link(ALAN_WATTS_SELF) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model)).isEqualTo(contextualMapper.readFile("hal-single-item.json"));
+	}
+
+	@Test // #864
+	void renderSingleItemUsingDefaultModelBuilder() throws Exception {
+
+		RepresentationModel<?> model = halModel()//
+				.entity(new Author("Alan Watts", "January 6, 1915", "November 16, 1973")) //
+				.link(ALAN_WATTS_SELF) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model)) //
+				.isEqualTo(contextualMapper.readFile("hal-single-item.json"));
+	}
+
+	@Test // #864
+	void renderCollectionUsingDefaultModelBuilder() throws Exception {
+
+		Link authorsLink = Link.of("http://localhost/authors", LinkRelation.of("authors"));
+
+		RepresentationModel<?> model = halModel() //
+				.embed( //
+						halModel() //
+								.entity(new Author("Greg L. Turnquist", null, null)) //
+								.link(Link.of("http://localhost/author/1")) //
+								.link(authorsLink) //
+								.build())
+				.embed( //
+						halModel() //
+								.entity(new Author("Craig Walls", null, null)) //
+								.link(Link.of("http://localhost/author/2")) //
+								.link(authorsLink) //
+								.build())
+				.embed( //
+						halModel() //
+								.entity(new Author("Oliver Drotbohm", null, null)) //
+								.link(Link.of("http://localhost/author/3")) //
+								.link(authorsLink) //
+								.build())
+				.link(Link.of("http://localhost/authors")) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model))
+				.isEqualTo(contextualMapper.readFile("hal-embedded-collection.json"));
+	}
+
+	@Test // #864
+	void renderCollectionUsingHalModelBuilder() throws Exception {
+
+		RepresentationModel<?> model = halModel() //
+				.embed( //
+						halModel() //
+								.entity(new Author("Greg L. Turnquist", null, null)) //
+								.link(Link.of("http://localhost/author/1")) //
+								.link(Link.of("http://localhost/authors", LinkRelation.of("authors"))) //
+								.build())
+				.embed( //
+						halModel() //
+								.entity(new Author("Craig Walls", null, null)) //
+								.link(Link.of("http://localhost/author/2")) //
+								.link(Link.of("http://localhost/authors", LinkRelation.of("authors"))) //
+								.build())
+				.embed( //
+						halModel() //
+								.entity(new Author("Oliver Drotbohm", null, null)) //
+								.link(Link.of("http://localhost/author/3")) //
+								.link(Link.of("http://localhost/authors", LinkRelation.of("authors"))) //
+								.build())
+				.link(Link.of("http://localhost/authors")) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model))
+				.isEqualTo(contextualMapper.readFile("hal-embedded-collection.json"));
+	}
+
+	@Test
+	void progressivelyAddingContentUsingHalModelBuilder() throws JsonProcessingException {
+
+		HalModelBuilder halModelBuilder = halModel();
+
+		assertThat(this.mapper.writeValueAsString(halModelBuilder.build()))
+				.isEqualTo(contextualMapper.readFile("hal-empty.json"));
+
+		halModelBuilder //
+				.entity(halModel() //
+						.entity(new Author("Greg L. Turnquist", null, null)) //
+						.link(Link.of("http://localhost/author/1")) //
+						.link(Link.of("http://localhost/authors", LinkRelation.of("authors"))) //
+						.build());
+
+		assertThat(this.mapper.writeValueAsString(halModelBuilder.build()))
+				.isEqualTo(contextualMapper.readFile("hal-one-thing.json"));
+
+		halModelBuilder //
+				.embed(new Product("Alf alarm clock", 19.99), LinkRelation.of("product")).build();
+
+		assertThat(this.mapper.writeValueAsString(halModelBuilder.build()))
+				.isEqualTo(contextualMapper.readFile("hal-two-things.json"));
+	}
+
+	@Test // #193
+	void renderDifferentlyTypedEntities() throws Exception {
+
+		RepresentationModel<?> model = emptyHalModel() //
+				.embed(new Staff("Frodo Baggins", "ring bearer")) //
+				.embed(new Staff("Bilbo Baggins", "burglar")) //
+				.embed(new Product("ring of power", 999.99)) //
+				.embed(new Product("Saruman's staff", 9.99)) //
+				.link(ALAN_WATTS_SELF) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model)) //
+				.isEqualTo(contextualMapper.readFile("hal-multiple-types.json"));
+	}
+
+	@Test // #193
+	void renderExplicitAndImplicitLinkRelations() throws Exception {
+
+		Staff staff1 = new Staff("Frodo Baggins", "ring bearer");
+		Staff staff2 = new Staff("Bilbo Baggins", "burglar");
+
+		RepresentationModel<?> model = halModel() //
+				.embed(staff1) //
+				.embed(staff2) //
+				.embed(new Product("ring of power", 999.99)) //
+				.embed(new Product("Saruman's staff", 9.99)) //
+				.link(ALAN_WATTS_SELF) //
+				.embed(staff1, LinkRelation.of("ring bearers")) //
+				.embed(staff2, LinkRelation.of("burglars")) //
+				.link(Link.of("/people/frodo-baggins", LinkRelation.of("frodo"))) //
+				.build();
+
+		assertThat(this.mapper.writeValueAsString(model))
+				.isEqualTo(contextualMapper.readFile("hal-explicit-and-implicit-relations.json"));
+	}
+
+	@Test // #175 #864
+	void renderZoomProtocolUsingHalModelBuilder() throws JsonProcessingException {
+
+		Map<Integer, ZoomProduct> products = new TreeMap<>();
+
+		products.put(998, new ZoomProduct("someValue", true, true));
+		products.put(777, new ZoomProduct("someValue", true, false));
+		products.put(444, new ZoomProduct("someValue", false, true));
+		products.put(333, new ZoomProduct("someValue", false, true));
+		products.put(222, new ZoomProduct("someValue", false, true));
+		products.put(111, new ZoomProduct("someValue", false, true));
+		products.put(555, new ZoomProduct("someValue", false, true));
+		products.put(666, new ZoomProduct("someValue", false, true));
+
+		List<EntityModel<ZoomProduct>> productCollectionModel = products.keySet().stream() //
+				.map(id -> EntityModel.of(products.get(id), Link.of("http://localhost/products/{id}").expand(id))) //
+				.collect(Collectors.toList());
+
+		LinkRelation favoriteProducts = LinkRelation.of("favorite products");
+		LinkRelation purchasedProducts = LinkRelation.of("purchased products");
+
+		HalModelBuilder builder = halModel();
+
+		builder.link(Link.of("/products").withSelfRel());
+
+		for (EntityModel<ZoomProduct> productEntityModel : productCollectionModel) {
+
+			ZoomProduct content = productEntityModel.getContent();
+
+			if (content.isFavorite()) {
+
+				builder.embed(productEntityModel, favoriteProducts) //
+						.link(productEntityModel.getRequiredLink(SELF).withRel(favoriteProducts));
+			}
+
+			if (content.isPurchased()) {
+
+				builder.embed(productEntityModel, purchasedProducts) //
+						.link(productEntityModel.getRequiredLink(SELF).withRel(purchasedProducts));
+			}
+		}
+
+		assertThat(this.mapper.writeValueAsString(builder.build()))
+				.isEqualTo(contextualMapper.readFile("zoom-hypermedia.json"));
+	}
+
+	@Test
+	void addsTypedEmptyCollection() throws Exception {
+
+		RepresentationModel<?> model = halModel() //
+				.embed(Collections.emptyList(), Author.class) //
+				.build();
+
+		DocumentContext context = JsonPath.parse(mapper.writeValueAsString(model));
+
+		assertThat(context.read("$._embedded.authors", JSONArray.class).isEmpty()).isTrue();
+	}
+
+	@Test
+	void addsEmptyCollectionForLinkRelation() throws Exception {
+
+		RepresentationModel<?> model = halModel() //
+				.embed(Collections.emptyList(), LinkRelation.of("authors")) //
+				.build();
+
+		DocumentContext context = JsonPath.parse(mapper.writeValueAsString(model));
+
+		assertThat(context.read("$._embedded.authors", JSONArray.class).isEmpty()).isTrue();
+	}
+
+	@Value
+	@AllArgsConstructor
+	static class Author {
+
+		private String name;
+		@Getter(onMethod = @__({ @JsonInclude(JsonInclude.Include.NON_NULL) })) private String born;
+		@Getter(onMethod = @__({ @JsonInclude(JsonInclude.Include.NON_NULL) })) private String died;
+	}
+
+	@Value
+	@AllArgsConstructor
+	static class Staff {
+
+		private String name;
+		private String role;
+	}
+
+	@Value
+	@AllArgsConstructor
+	static class Product {
+
+		private String name;
+		private Double price;
+	}
+
+	@Data
+	@AllArgsConstructor
+	static class ZoomProduct {
+
+		private String someProductProperty;
+		@Getter(onMethod = @__({ @JsonIgnore })) private boolean favorite = false;
+		@Getter(onMethod = @__({ @JsonIgnore })) private boolean purchased = false;
+	}
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-embedded-author-illustrator.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-embedded-author-illustrator.json
new file mode 100644
index 00000000..6b26ee82
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-embedded-author-illustrator.json
@@ -0,0 +1,33 @@
+{
+  "_embedded" : {
+    "author" : {
+      "name" : "Alan Watts",
+      "born" : "January 6, 1915",
+      "died" : "November 16, 1973",
+      "_links" : {
+        "self" : {
+          "href" : "/people/alan-watts"
+        }
+      }
+    },
+    "illustrator" : {
+      "name" : "John Smith",
+      "_links" : {
+        "self" : {
+          "href" : "/people/john-smith"
+        }
+      }
+    }
+  },
+  "_links" : {
+    "self" : {
+      "href" : "/books/the-way-of-zen"
+    },
+    "author" : {
+      "href" : "/people/alan-watts"
+    },
+    "illustrator" : {
+      "href" : "/people/john-smith"
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-embedded-collection.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-embedded-collection.json
new file mode 100644
index 00000000..a2007858
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-embedded-collection.json
@@ -0,0 +1,40 @@
+{
+  "_embedded" : {
+    "authors" : [ {
+      "name" : "Greg L. Turnquist",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/author/1"
+        },
+        "authors" : {
+          "href" : "http://localhost/authors"
+        }
+      }
+    }, {
+      "name" : "Craig Walls",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/author/2"
+        },
+        "authors" : {
+          "href" : "http://localhost/authors"
+        }
+      }
+    }, {
+      "name" : "Oliver Drotbohm",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/author/3"
+        },
+        "authors" : {
+          "href" : "http://localhost/authors"
+        }
+      }
+    } ]
+  },
+  "_links" : {
+    "self" : {
+      "href" : "http://localhost/authors"
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-empty.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-empty.json
new file mode 100644
index 00000000..ffcd4415
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-empty.json
@@ -0,0 +1 @@
+{ }
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-explicit-and-implicit-relations.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-explicit-and-implicit-relations.json
new file mode 100644
index 00000000..70acc1c1
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-explicit-and-implicit-relations.json
@@ -0,0 +1,34 @@
+{
+  "_embedded" : {
+    "burglars" : {
+      "name" : "Bilbo Baggins",
+      "role" : "burglar"
+    },
+    "staffs" : [ {
+      "name" : "Frodo Baggins",
+      "role" : "ring bearer"
+    }, {
+      "name" : "Bilbo Baggins",
+      "role" : "burglar"
+    } ],
+    "ring bearers" : {
+      "name" : "Frodo Baggins",
+      "role" : "ring bearer"
+    },
+    "products" : [ {
+      "name" : "ring of power",
+      "price" : 999.99
+    }, {
+      "name" : "Saruman's staff",
+      "price" : 9.99
+    } ]
+  },
+  "_links" : {
+    "self" : {
+      "href" : "/people/alan-watts"
+    },
+    "frodo" : {
+      "href" : "/people/frodo-baggins"
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-multiple-types.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-multiple-types.json
new file mode 100644
index 00000000..81114f05
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-multiple-types.json
@@ -0,0 +1,23 @@
+{
+  "_embedded" : {
+    "staffs" : [ {
+      "name" : "Frodo Baggins",
+      "role" : "ring bearer"
+    }, {
+      "name" : "Bilbo Baggins",
+      "role" : "burglar"
+    } ],
+    "products" : [ {
+      "name" : "ring of power",
+      "price" : 999.99
+    }, {
+      "name" : "Saruman's staff",
+      "price" : 9.99
+    } ]
+  },
+  "_links" : {
+    "self" : {
+      "href" : "/people/alan-watts"
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-one-thing.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-one-thing.json
new file mode 100644
index 00000000..58b55554
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-one-thing.json
@@ -0,0 +1,11 @@
+{
+  "name" : "Greg L. Turnquist",
+  "_links" : {
+    "self" : {
+      "href" : "http://localhost/author/1"
+    },
+    "authors" : {
+      "href" : "http://localhost/authors"
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-single-item.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-single-item.json
new file mode 100644
index 00000000..73acd096
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-single-item.json
@@ -0,0 +1,10 @@
+{
+  "name" : "Alan Watts",
+  "born" : "January 6, 1915",
+  "died" : "November 16, 1973",
+  "_links" : {
+    "self" : {
+      "href" : "/people/alan-watts"
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-two-things.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-two-things.json
new file mode 100644
index 00000000..5c551103
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/hal-two-things.json
@@ -0,0 +1,17 @@
+{
+  "name" : "Greg L. Turnquist",
+  "_links" : {
+    "self" : {
+      "href" : "http://localhost/author/1"
+    },
+    "authors" : {
+      "href" : "http://localhost/authors"
+    }
+  },
+  "_embedded" : {
+    "product" : {
+      "name" : "Alf alarm clock",
+      "price" : 19.99
+    }
+  }
+}
diff --git a/src/test/resources/org/springframework/hateoas/mediatype/hal/zoom-hypermedia.json b/src/test/resources/org/springframework/hateoas/mediatype/hal/zoom-hypermedia.json
new file mode 100644
index 00000000..e567ca98
--- /dev/null
+++ b/src/test/resources/org/springframework/hateoas/mediatype/hal/zoom-hypermedia.json
@@ -0,0 +1,94 @@
+{
+  "_embedded" : {
+    "favorite products" : [ {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/777"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/998"
+        }
+      }
+    } ],
+    "purchased products" : [ {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/111"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/222"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/333"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/444"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/555"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/666"
+        }
+      }
+    }, {
+      "someProductProperty" : "someValue",
+      "_links" : {
+        "self" : {
+          "href" : "http://localhost/products/998"
+        }
+      }
+    } ]
+  },
+  "_links" : {
+    "self" : {
+      "href" : "/products"
+    },
+    "purchased products" : [ {
+      "href" : "http://localhost/products/111"
+    }, {
+      "href" : "http://localhost/products/222"
+    }, {
+      "href" : "http://localhost/products/333"
+    }, {
+      "href" : "http://localhost/products/444"
+    }, {
+      "href" : "http://localhost/products/555"
+    }, {
+      "href" : "http://localhost/products/666"
+    }, {
+      "href" : "http://localhost/products/998"
+    } ],
+    "favorite products" : [ {
+      "href" : "http://localhost/products/777"
+    }, {
+      "href" : "http://localhost/products/998"
+    } ]
+  }
+}