Year: 2023 – 2024
Client: Capella Hotels Group
Capella Hotel Group is the wholly owned hospitality subsidiary of Pontiac Land, a privately-owned luxury real estate developer, and proprietor of numerous accolades including No. 2 Best Hotel Brand in the World (Travel + Leisure) two years running in 2020 and 2021. Capella Hotel Group launched the Patina brand in 2021 for a new generation of travellers who are creative, design literate and have penchant for fostering deeper connections with the world around them. The inaugural property opening in Fari Islands in the Maldives is a dazzling new addition in the Indian Ocean that personifies the independent mind and spirit at its core. With additional destinations of Ubud, Osaka and Sanya in the horizon, Patina brand is set to defy the status quo in the otherwise all too predictive premium lifestyle hotel sector.
Normal . has been selected to supercharge Patina Maldives Brand Experience and take what is already a destination of wondrous depth to new levels of immersive experience. Building on Patina brand’s new age, experiential luxury programs such as permanent art collections, renewal focused self-care and circular economy practices, Normal . executed a series of experiential programming throughout 2023/24 to bring Patina Brand Experiences to life.
Normal . Brand Experience
Increasingly, modern travellers expect more from luxury lifestyle products; they seek immersive experiences to engage with brands.
In close consultation with the client, Normal applied the New Life Habits framework to build our Patina Brand Experience. How we can unlearn old ways and acquire new habits was the organising ethos in this brand experience programming.
Read in Wallpaper* our Founder, Jinou Park’s interview on how this framework helped take what is already a destination of wondrous depth to new levels of immersive experience at Patina Maldives.
Experience As Healing
Throughout 2023, Normal . lead creative direction for a series of Experiential Programming for Patina Maldives.
The first event of its kind was called Experience as Healing held on June 2-3, 2023.
For a short weekend in June 2023, Normal brought together a group of leaders in the fields of nutritional psychology, health-tech and esoteric practices and headed to Fari Islands, one of the most beautiful, inspired places in the Indian Ocean, to explore new ideas about transformative powers of healing arts and sciences.
Cosmopolitan Ocean
Indian Ocean trade networks linked Europe, Africa, the Middle East, India, and China, fostering material, intellectual, and cultural exchanges. This cosmopolitan world is not only a story of cities but the sea itself.
Normal . directed Cosmopolitan Ocean and invited artists, healers, and entertainers to reimagine a festival, building a metaphorical bridge between the globalised communities of today and ancient Indian Ocean. A four-day festival of arts, music and new knowledge celebrated the legacy and future of oceanic cosmopolitanism.
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As for our criteria, the projects that present a bit of radicality are eligible.
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Marcio Kogan on how he selects projects
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