Hirsch Bedner Associates (HBA), a leading global hospitality design practice, celebrates its tenth anniversary in Indonesia. The firm’s local portfolio spans high-end hotels, resorts, private residences, dining venues, and commercial spaces, with notable projects including Regent Bali Canggu, Sari Pacific Jakarta, and Episode Hotel Gading Serpong.
These projects integrate distinct regional cultures, showcasing HBA’s ability to blend local heritage with modern hospitality and commercial space design. The firm’s Indonesian practice avoids a rigid signature style, instead letting local context dictate every detail.
HBA’s Design Approach
HBA’s designers contribute to local destinations across Java, Sumatra, Borneo, Bali, Nusa Tenggara, and Maluku, as well as export regional narratives and craft techniques to international developments across Asia, Europe, and the Middle East. This approach has allowed the firm to establish a strong presence in the region.
The design team’s work on Regent Bali Canggu, for example, celebrates contemporary beachfront luxury through the lens of Indonesian fashion and artisanal craftsmanship. The resort’s architecture and interior design feature regional textiles, bespoke patterns, and rich teak wood, alongside hand-chiselled stone murals and locally woven fabrics.
Notable Projects
The landmark Sari Pacific Jakarta underwent an interior transformation by HBA, acting as a narrative bridge between old Batavia and modern Jakarta. The lobby and public spaces feature architectural elements inspired by traditional Betawi heritage, including reinterpreted classic Betawi batik patterns and geometric shapes.
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Episode Hotel Gading Serpong, situated in a rapidly urbanising commercial satellite city, uses interior architecture to reanchor the modern building to its local cultural heritage. The hotel’s design incorporates structural weaving techniques, raw natural timbers, and woven rattan finishes, referencing Baduy handicraft traditions and Peranakan residential architecture.
Expanding HBA’s Reach
HBA’s work in Indonesia has evolved from a modest five-person setup in Jakarta to a multidisciplinary creative collective exceeding 100 designers across dual studios in Jakarta and Bali. The firm will host an intimate gathering on Thursday, 1 October 2026, at the Fairmont Jakarta to celebrate its tenth anniversary.
The evening will bring together senior executives, industry leaders, and design partners for panel discussions exploring strategic advisory roles and the evolving definition of luxury. As HBA continues to shape Jakarta and Bali’s luxury travel design scene, its commitment to integrating local cultures and contexts remains a key aspect of its design approach.
Noema Resort, located in the coastal enclave of Pererenan, Bali, is another example of HBA’s work in the region. The resort is built around the concept of slow living and spatial immersion in nature, featuring architectural minimalism and a restrained palette of raw, natural materials.
The design of BAIC Tower in Tangerang demonstrates HBA’s ability to apply hospitality-driven design principles to commercial office environments. The interiors were conceived around the concept of an “urban forest”, with a central double-height lobby anchored by giant sculptural metal trees that stretch from floor to ceiling, serving as both visual centerpieces and structural expressions. To complement these organic tree forms, HBA installed a ripple-metal ceiling and a waved 3D metal fin backdrop behind the main reception desk, designed to evoke the fluid movement of a cascading waterfall.
