Year: 2021
Client: The Frechman, France / Singapore
Cap Karoso is a new-age luxury residence and resort making big waves in off-the-grid island of Sumba, Indonesia. Handmade, Local and Regenerate are the building blocks of Cap Karoso brand experience. Exploration for Sumba starts in everything the guests see, touch and feel as indigenous Sumbanese architecture, design, craft and sustainable farming envelopes the whole experience. Cap Karoso was founded by Fabrice and Evguenia Ivara, two globe-trotting, ethically-minded French adventurers. The couple say that they have “set out to protect Sumba’s natural treasures, and respectfully share them with like-minded explorers”.
Normal . created Cap Karos Brand Identity as a pioneering island getaway with meaningful community engagement and sustainability at its heart. The eco-conscious haven will offer 47 rooms and 20 villas, which are also available for private buyers, and a three-hectare organic farm.
At the center of the brand identity was a concept of hiper-local which is a luxe launchpad for exploration and immersion into far-flung destinations. The essence of the brand was as more than just a hotel, but rather new community hub in which art, craft, culture and knowledge programs provide a platform to explore and restore the world we inhabit.
Conservation Manifesto positioning
Our differentiation strategy for Cap Karoso was based on Conservation Manifesto positioning. Cap Karoso is more than just a hotel, but rather hiper-local community hub where indigenous art, craft, culture and knowledge programs provide a platform to conserve and restore the world we inhabit.
Art, Design and Culture
Cap Karoso was conceived as a place for creators and explorers to meet, connect and contribute to its mission to be a platform for exploration and restoration of the world we inhabit.
Chefs, artists, musicians and agricultural experts visit the resort for short residencies, sharing their talent with the guests and constantly reinventing the Cap Karoso experience.
Sustainability at the heart of the brand
Sumba Island is a delicate ecosystem made up of farmland, forest, seaside terrain and coral reef. Every detail of Cap Karoso has been meticulously considered to preserve this fragile environment and rehabilitate damaged areas.
The resort practices removal of non-indigenous weed species, careful and water-conscious selection of landscape plants, and use of an eco-friendly water treatment system.
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The more externally chaotic the world becomes, the more we need sound internal logic.
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Chip Conley on Emotions
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