Brand Experience

Year: On-going

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, designed literates and with a 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 sprit 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 zero-waste practices, sensory deprivation wellness program and permanent art collections, Normal . is executing a series of experiential programming throughout 2023 to the target community on and off the island 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

Normal . adopts Seven-stages of Guest Journey as the framework to translate Brand Identity into Spatial Programming.  

7 Stages of Guest Journey . a Normal methodology

Seven-stages of Guest Journey is adopted as the framework for guest interaction with design.

Each space that guest interacts with is conceived as unfolding of social sequence from Arrival to the Living room to the intimate enclaves for gathering.

For each of the 7 stages, Signature Space and Signature Element are proposed.  They serve as blueprint for design consultant as well as operator to carry out their respective work.

Pathways . a Normal methodology

Once the blueprint for space is developed, those spaces now need activating.  Normal . defines that final step of Brand Experience development is Experiential Programming.

Normal . employs Pathways – lens through which you see each property to stand up its unique positioning on the common foundation of Brand Identity. 


As for our criteria, the projects that present a bit of radicality are eligible.               

Marcio Kogan on how he selects projects


Engage Normal to discover your brand identity

%d bloggers like this: