Adelahaye Strategic Branding continues to redefine luxury hospitality through its engagement with leading hotel corporations, including Hyatt’s prestigious Unbound Collection and Plaza Indonesia Group. As part of this ongoing commitment, Adelahaye has led the iconic rebranding and relaunch of Keraton at The Plaza, a landmark property in Jakarta that has been repositioned as an unparalleled all-club hotel experience.

With its prime location in the heart of the city, Keraton at The Plaza required a bold and immersive brand strategy to differentiate itself in Jakarta’s competitive luxury hospitality market. Adelahaye worked closely with Hyatt and Plaza Indonesia Group to develop a brand identity that transcends traditional expectations, curating a refined and deeply personal guest experience that extends across every touchpoint.

Adelahaye’s approach to the Keraton rebranding was driven by a deep understanding of the hotel’s rich heritage and contemporary aspirations. Drawing inspiration from Indonesia’s royal palaces, the brand narrative was carefully crafted to evoke a sense of prestige and exclusivity. The design concept merges classic Indonesian craftsmanship with modern aesthetics, incorporating locally sourced materials, traditional accents, and a sophisticated service philosophy to create a sanctuary in the heart of Jakarta.

The all-club concept ensures that every guest receives a heightened level of personalization and access, offering exclusive privileges such as private dining, a cocktail bar, a cigar lounge, and intimate social spaces. The Club experience is inspired by the gathering halls and social spaces of Java’s historic palaces, where nobility would meet to engage in intellectual discussions, culinary indulgence, and refined entertainment. This concept extends beyond physical spaces, infusing the brand’s tone of voice and visual identity with an air of refinement and understated luxury.

The rebranding effort implemented by Adelahaye introduced a distinctive and cohesive brand identity. Key elements include a primary logo and monogram (Cypher) inspired by traditional Javanese motifs, a sophisticated mix of deep jewel tones and muted neutrals drawn from Indonesian textiles and palace interiors, and a carefully selected balance of classical serif fonts with contemporary sans-serifs for both elegance and readability. Modernized Keraton patterns and textures have been incorporated across hotel collaterals, signage, and digital platforms, reinforcing the refined yet immersive experience. Photography and visual storytelling play a crucial role in the brand’s narrative, with carefully curated imagery showcasing the hotel’s architecture, bespoke service, and distinguished social atmosphere.

Personalized service is at the heart of the Keraton experience. Every interaction is carefully curated to mirror the discreet yet deeply attentive service once reserved for Javanese royalty. The team’s service philosophy embraces a sense of familiarity and genuine hospitality while maintaining the highest levels of sophistication and discretion, ensuring guests feel like esteemed members of an exclusive society. Every detail, from the curated in-room amenities to the meticulously designed guest journey, has been tailored to create moments of true indulgence and cultural connection.

Beyond the transformation of Keraton at The Plaza, Adelahaye Strategic Branding is actively engaged in shaping high-level hospitality brands on a global scale. Current projects include collaborations with JDV by Hyatt(www.jdvhotels.com), Andaz (www.andaz.com), and Plataran Group in Indonesia (www.plataran.com). These partnerships reflect Adelahaye’s commitment to crafting immersive brand experiences that resonate with diverse audiences, blending authenticity with innovation.

To bring the brand to life, Adelahaye executed a multi-faceted brand activation strategy. This included a refined social media presence, engaging storytelling, and the creation of a visually compelling website that encapsulates the Keraton experience.

For more information, reservations, and exclusive experiences, visit the official Keraton at The Plaza website: www.keratonattheplaza.com
Follow the hotel’s journey on social media.

Adelahaye Strategic Branding specializes in high-impact brand strategies and immersive hospitality experiences. For inquiries regarding branding services, collaborations, or consultations, please reach out:

• Website: www.adelahaye.com
• Email: enquiries@adelahaye.com

By seamlessly integrating branding into the guest experience, Adelahaye has reinforced Keraton at The Plaza’s position at the top of Jakarta’s hospitality landscape. The hotel now stands as an emblem of refined luxury, setting a new benchmark for the industry while maintaining a connection to its storied past.

This project further solidifies Adelahaye’s expertise in developing transformative brand strategies for high-end hospitality ventures. As the firm continues to collaborate with globally renowned hotel groups, its vision for creating impactful, experience-driven brands remains at the forefront of the industry.