Creative Concept & Brand Experience Design

Year: 2021

Client: 1000 Island Hotels & Resorts

1000 Island Hotels & Resorts owns, develops and manages luxury hospitality projects. It successfully launched its flagship property Woods At Sasan, a sustainability and wellness retreat built on 8-acre mango orchard, near Gir Forest National Park, a wildlife sanctuary for Asiatic lions in Gujarat, western India. Now, 1000 Island is embarking on a new development of 40-unit luxury residences in the adjacent site to Woods at Sasan.

Normal . developed a community wellness-focused residence brand and experience design based on the creative concept, flow. Flow concept aims achieve residence space planning in which deliberate sequence of private spaces for refuge are modulated by public spaces for shared experiences.  In the private residences and public spaces, respectively, we opened up indoor spaces while providing shelter and protection in outdoors.

Based on this creative concept, a continuous flow of spatial experiences were proposed throughout the public and private spaces of the residence. Normal’s proprietary methodology of Seven-stages of Guest Journey was applied to identify a number of Signature Spaces and Elements that brings brand experiences to life.

Brand Identity

Normal undertakes a deeply collaborative process with its client to articulate who we are, what we are about and why we exist to find the brand’s purpose, positioning and expression. In our path to discovering brand identity, we bring together key stakeholders for ‘Igniting Purpose’ workshop.

You can download a sample summary of the methodology here.

Creative Concept – f l o w

Often, building or space is designed by star architect or designer but it is devoid of life and soul, even worse, events take place which detract from the original beauty it was meant to create.  Creative direction of programming experiences – humanisation of space – is what makes a space alive and, ultimately, beautiful.  It’s about what goes where and what happens there.

The concept flow aims to achieve residence space planning in which deliberate sequence of private spaces of refuge are modulated by public spaces for shared experiences. In private residences and communal spaces, respectively, we opened up indoor spaces while providing shelter and protection in outdoors.

Brand Experience

Programming brand experience (BE) is what makes a venue immersive and experiential.  Normal adopts Seven-stages of Guest Journey approach to BE development.  BE serves as the blueprint for design consultant as well as operator to carry out their work.

For the residence project, continuous flow of spatial experiences were proposed throughout the public and private spaces. A number of Signature Spaces and Elements were proposed including In-residence wellness sanctuary, Community wellness center, Public space in the woods etc.


Envisioning the future is a never-ending obligation that requires us to be fully alive in the present as well as conjuring up the past.               

Jean Nouvel on Modernity


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