The project was led by Creative Director Alexander de la Haye Davies, alongside Edwin Tedjokusumo, Jason Frederick, and Rachman Reilly. Drawing on over two decades of creative leadership in Indonesia, the team brought deep cultural understanding and regional insight to the process, shaping a multi layered brand rooted in Indonesias regal past and forward looking design philosophy.

The identity system is inspired by the storied heritage of Indonesias royal palaces, known as keraton, and reinterprets these traditions through a modern hospitality lens. The visual language includes a refined logo and elegant monogram, supported by a rich and expressive material palette featuring Tanamera Rouge, Javanese Gold, and contemporary interpretations of Lurik textiles traditionally worn by palace guards.

The brand architecture extends through The Lounge and The Club, a private members space with its own distinctive insignia, patterns, and storytelling. Photography and graphic treatments blend posterised royal imagery with modern candid compositions, creating a layered and immersive expression of luxury that is both culturally rooted and globally relevant.

Every detail was meticulously developed, from the confident and charismatic tone of voice to the bespoke patterns, brass textures, and heritage typography. The result is a brand that embodies a stately yet modern Indonesian spirit, bringing legacy to life through a living and breathing narrative space where heritage meets hospitality.