Hilton’s first LXR Collection property in Southeast Asia combines wellbeing, culture and community
Hong Kong, 19 December, 2023 – Eight unveiled their work for Umana Bali, a luxury tropical getaway at the island’s southernmost tip at Ungasan. Anchored by a brand positioning inspired by Bali’s ancient philosophy of wellbeing, Tri Hita Karana, and its three core pillars of Nature, People, and Spirituality, the guest experience is meaningful, holistic, and bespoke. A brand transformation project three years in the making, Eight worked closely with Hilton and owner PT Surya Semesta Internusa Tbk to develop the narrative of a contemporary sanctuary that captures the essence of Bali's rich cultural heritage while offering an indulgent and memorable escape to modern luxury travellers.
Imagining a contemporary expression of time-honoured Balinese traditions, Eight has woven a narrative for the 72-villa haven that promotes harmony between gods, humans, and nature as a foundation of wellbeing and peace, and an ethos delivering moments far beyond the typical resort destination. Authenticity and respect for the community underscores the overall experience, from the interior design and partnerships with local artisans to wellness and adventure offerings.
The name and visual identity draws from the beauty of the resort’s surroundings, using natural and soothing colours like moss and terracotta. Umana is a play on the Balinese word “uma”, meaning “rice paddy”, expressed in an organic and free-flowing typeface reminiscent of the cascading terraces of Bali. As part of Hilton’s LXR Hotels & Resorts, the clifftop resort boasts bespoke service and one-of-a-kind experiences that highlights the connection with the land on which Umana luxuriates.
In addition to the overarching brand identity, Eight has also created a system for Umana's amenities and crafted unique visual identities for specialty restaurants Oliverra and Commune as well as the Pad Pool Bar and Mer Lounge within the resort. Slated to launch in April 2024 and blending Miami-inspired design influences with fresh Peruvian flavours, the surfside Uma Beach Club is the ultimate beach retreat set against the backdrop of Melasti Beach's clear turquoise waters and soaring limestone cliffs.
“Umana Bali embodies the spirit of Bali with a contemporary hospitality offering rooted in local culture and guided by a profound respect for the local community,” said Bjorn Fjelddahl, Partner, Eight. “It was great to be part of such a talented team in creating a luxury hotel brand combining wellbeing, culture and a deep sense of place.”