Concept, site programming and feasibility

Year: 2019

Client: PT Belitung Puri Lestari

Belitung is an island on the east coast of Sumatra, Indonesia in the Java Sea.  The island is historically known for tin mining – the name ‘Billiton’ of the mining conglomerate BHP Billiton comes from Belitung as the original dutch company was founded on this island in 1860. 

Tanjung Kelayang Special Economic Zone (SEZ) is 324Ha area zoned for specialty tourism development, which broke ground in 2016.  A series of projects including multiple resorts and marine and forest reserve are in various stages of planning and development. First major project, 180-room Sheraton Belitung Resort opened in Sept. 2020. Since 2019, a comprehensive branding, product development and feasibility work described below are on-going on EcoBeach site and surrounding islands.

Concept development & positioning

Concept development for EcoBeach site and surrounding Kepayang Islands as natural, sustainability-focused, handmade retreats. Brand identity creation using three product and service pillars of heritage, sustainability and innovation.

Site programming, architectural concept

Expert creative advice for site programming, architectural/design concepts, product and service standards.


Feasibility study incl. 10-year financial projections, IRR, NPV analysis.

On my first encounter with EcoBeach, I thought of White Beach on Boracay or the less crowded versions in Cebu and its surrounding islands for sand so fine it squeaks under your feet as you walk. Then there’s granite rock formations look like something from The Flintstones, perhaps reminding of Seychelles.

Engage Normal for your site programming and feasibility

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