Keraton at The Plaza, Jakarta, represents the first ultra luxury hotel in Southeast Asia under Hyatt’s prestigious Unbound Collection. ADELAHAYE was appointed as branding and creative partner to reimagine and elevate the identity of this landmark property. Our brief was to develop a timeless yet contemporary brand that not only reflected the storied heritage of Indonesia’s royal palaces, known as keraton, but positioned the hotel as a distinguished and culturally resonant destination within Jakarta’s saturated luxury hospitality market.

What sets this project apart is the depth of cultural understanding and regional insight our team brought to the table. With over two decades of creative leadership in Indonesia, Creative Director Alexander de la Haye Davies, together with team members Edwin Tedjokusumo, Jason Frederick, and Rachman Reilly, crafted a multi layered brand rooted in Indonesia’s regal past and forward looking design philosophy. Our approach paid homage to the island nation’s mystical traditions while aligning seamlessly with the modern urban traveler’s expectations.

The identity system includes a refined logo, elegant monogram (cypher), and rich material palette featuring Tanamera Rouge, Javanese Gold, and contemporary reinterpretations of Lurik textiles worn by palace guards. The brand architecture extends through “The Lounge” and “The Club,” a private members’ area with its own unique insignia, patterns, and storytelling. Photography and graphic treatments blend posterised royal imagery with modern candid compositions, articulating an immersive, luxurious and culturally layered experience.

Every detail, from the tone of voice (confident, charismatic, dignified) to the visual language (bespoke patterns, brass textures, heritage typography), was meticulously developed to reflect a stately yet modern Indonesian spirit. This was not just about visual elegance but about creating a living, breathing narrative space where heritage meets hospitality. The result is a compelling brand that brings legacy to life and redefines what a city centre luxury hotel can be, not only in Jakarta, but across Southeast Asia.

Keraton at The Plaza now stands as a testament to Indonesian excellence and the rich storytelling potential of place based branding. Through our work, the hotel has been transformed into a symbolic and sensory destination, rooted in history, alive in the present, and ready to inspire the future.