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A cozy airline lounge area with modern seating, elegant decor, and artistic ceiling installations, creating an inviting and sophisticated atmosphere for relaxation.
Designing Identities That Resonate Beyond Time and Place

Strategy and
design in the same
conversation

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HBA Strategy uniquely embeds strategic advisory within one of the world’s leading hospitality design firms. With 1,500 professionals across 24 offices, we transform brand vision into built reality, guiding hospitality brands, tourism authorities and destination developers from insight through strategy, design and delivery. Our interdisciplinary capability ensures there are no hand‑offs, no dilution of intent and no boundary between strategic insight and built experience.

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Sagewood Hotel, South Korea

Services

Tsugaike Village, Hakuba Valley branding materials include a key visual featuring an aerial view of a skier in a red jacket moving through a snowy forest. Snow-laden trees create a serene, wintry landscape, casting long shadows.

Discovery and immersion

Strategic consulting begins with deep market intelligence. We conduct comprehensive research; competitive analysis, market positioning, stakeholder interviews, and trend mapping, to uncover opportunities and define strategic direction that drives measurable business impact.

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Strategic positioning

We define your brand architecture; vision, story, mission, and personality, and create positioning frameworks for powerful differentiation. We provide advisory on your brand portfolio, placemaking, and expansion. The result is a strong, ownable market position.

Luxurious lounge with two textured armchairs, a floor lamp, and a soft landscape mural depicting trees and a stream. Cozy, elegant ambiance.

Brand development

Strategy becomes tangible through integrated brand development. We build your brand identity, including logo, visual language, naming, and tagline. We create guidelines covering usage and signature assets, and roll out applications from collateral to signage and guest touch points.

Luxurious resort spa interior with arched golden doorways and marble walls. A person in a white robe walks through the opulent, serene hallway.

Activation and stewardship

We craft your communications strategy and messaging, planning campaigns and all digital and offline brand activation, website, social, brochures, and brand video. We plan the launch, and provide ongoing stewardship. The outcome is a brand that is launched, engaged, and managed for long-term relevance.

HBA Strategy's Projects

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HBA Strategy team

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Patrick Asmar Global Creative Director HBA Strategy, HBA Dubai
Strategy | Dubai

Patrick Asmar
Global Creative Director
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Joanna Martinet, Global Strategy Director, HBA Strategy, Dubai
Strategy | Dubai

Joanna Martinet
Global Strategy Director
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Cosme Ghizzo
Strategy | Hong Kong

Cosme Ghizzo
Creative Director

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Jon Guerra
Strategy | Los Angeles

Jon Guerra
Creative Director
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HBAStrategy-HK_Gad-Nunez
Strategy | Hong Kong

Gad Nunez
Director, Global

Perspectives

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Interior-Design_HBA-100-Giants_March-2026-1
Awards & Accolades
23.03.26

HBA retains #1 ranking – Interior Design’s 2026 Top 100 Giants Hospitality List
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Awards & Accolades
15.12.25

HBA listed on Forbes’ America’s Top Hospitality Architects & Designers 2026
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Awards & Accolades
23.01.26

Fairmont Breakers Long Beach named 2025 Gold Key Awards Finalist
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HBA newly appointed partners in 2026 (all men) are shown in a 2x2 grid. They are dressed in smart-casual outfits, exuding professionalism and confidence. Neutral backgrounds enhance their focus.
Press Release
21.05.26

HBA appoints four new partners across three continents, reinforcing the firm’s global leadership in hospitality and lifestyle design
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HBA-Portrait-Christin-Castillo
Events
29.04.26

Christin Castillo, Principal at HBA Bali & HBA Jakarta, speaks at the 2026 edition of IFFINA +, powered by imm cologne
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Media
18.04.26

KUMIKI collection by Giorgetti, as featured in Condé Nast Traveler’s Milan Design Week round-up
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Modern living room with beige Giorgetti Kumiki armchairs, a marble coffee table, and a view of a lush garden through large windows, creating a serene ambiance.
Media
17.04.26

Wallpaper* spotlights KUMIKI, HBA’s second design collaboration for Giorgetti
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01-HBA-Alejandra de Cordoba Estepa-Portrait
Awards & Accolades
16.04.26

Construction Week Property Architects’ Hall of Fame recognises Alejandra de Cordoba Estepa, Principal of Architecture EMEA at HBA, among top 25 architects in the Middle East
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Insights
15.04.26

Archibuild Magazine profiles Gerard Lee, Partner at Light Directions, on what hospitality design needs today
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Awards & Accolades
10.04.26

HBA named Finalist in design et al 20th Anniversary Accolade Awards Design
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Events
31.03.26

Chris Godfrey, Co-CEO at HBA delivers a keynote at Interior Design Forum 2026 in Shanghai
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Perspectives-residential-robbreport
Media
31.03.26

HBA Residential shares how wellness is redefining ultra-luxury residential design in Miami
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JoonSuh-Suk
Media
19.03.26

HBA and Hyundai E&C set a new standard for luxury residential in Apgujeong District 3, Seoul
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Media
11.03.26

A conversation with Katie Earl on The Delmore: designing a masterpiece
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Joris-Angevaare
Events
10.03.26

Joris Angevaare, Partner at StudioHBA, speaks at AHICE Global Hotel Industry Conferences South East Asia 2026
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perspectives-01-HBA-Lesha-Fernando
Media
03.03.26

Lesha Fernando, Associate at HBA Dubai, on good hospitality design, responsible leadership, and enduring legacy
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Media
16.02.26

Mathew Lui, Partner at HBA Hong Kong, recognised in Home Journal’s Top 50 2026
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HBA-The-Delmore-Residences-Miami-USA
Media
05.02.26

Prime Resi showcases oceanfront interiors at HBA Residential’s The Delmore
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View from below of a futuristic building featuring a transparent rooftop pool with a swimmer. Framed by white structures and palm trees, under a clear blue sky.
Insights
16.01.26

Branded Living: a global shift in how we design, aspire and belong
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HBA-Sofitel-New-York-Penthouse-Living-Room
Media
05.01.26

Sleeper Magazine spotlights Art Deco interiors at Sofitel New York
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Perspectives-01-HBA-Portrait-Chris-Godfrey
Media
25.12.25

Co-CEO Chris Godfrey on HBA bringing global hospitality design to South Korea’s high-end housing
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Perspectives-Andrew-Moore
Media
23.12.25

HBA Partner and President, Middle East & KSA, Andrew Moore on adapting hotel designs for branded residences
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Events
12.12.25

Abhishek Mathur, Partner at Studio HBA, moderates The Festival of Architecture and Interior Designing in Mumbai
Expertise Strategy

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An industry-defining hospitality interior design practice, shaping unforgettable spaces for the world's most iconic brands

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Luxurious hotel lobby with high wooden ceilings, plush seating, and warm lighting. A large, textured wall art centerpiece adds elegance. Cozy and inviting.

A consultancy redefining how stories are told through art. We curate art as experience - global in perspective, bespoke in execution, and rooted in narrative.

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Large wall artwork of a woman’s profile with red dragon motifs, paired with a blue sculptural figure wearing a red blindfold at Park Hyatt Suzhou.

A global architecture practice, delivering transformative design solutions of lasting quality for a diverse range of clients

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Exterior of AREIC Tower, featuring a modern high-rise building with lush greenery on balconies, adjacent to a busy bridge at sunset. The sky is a gradient of pink and purple hues, creating a tranquil yet vibrant atmosphere.

A dedicated digital design studio elevating design through digital innovation

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Elegant modern architecture with tall arches and illuminated interiors reflected in a tranquil pool; desert landscape visible in the background.

A strategy-driven, immersive food & beverage studio, creating and delivering exceptional, market defining restaurant and bar concepts

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Sophisticated private club bar with velvet stools, gold accents, and intricate lighting. A server in motion enhances the elegant, lively ambiance.

Elevating the brand experience through distinctive graphics signage and wayfinding

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A lift car designed with moody lighting, and a tapestry-like art piece

A globally acclaimed landscape practice, redefining the future of design with visionary landscape architecture and master planning

View Coopers Hill
Modern hotel building courtyard with geometric shrub patterns on white gravel. Warmly lit windows line the three-story structure, creating a serene evening ambiance.

A leading leisure-focused interior design practice, creating immersive integrated resorts and vibrant entertainment venues

View HBA Leisure
A luxurious hotel lobby featuring a grand chandelier, elegant arched design elements, and rich red accents, complemented by a central table adorned with flowers, creating a sophisticated and welcoming ambiance.

A transformative lighting design studio, crafting bespoke light solutions that elevate spatial character

View Light Directions
Elegant modern hotel lounge with circular seating and a round table, enclosed by wood paneling. A striking chandelier hangs above, illuminating the space warmly.

A specialised procurement consultancy, delivering exceptional FF&E and OS&E solutions that consistently elevate guest experiences

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Elegant living room with sage green armchairs, beige sofa, and modern decor. Open double doors lead to another room, creating an airy, sophisticated feel.

A dynamic product design studio, crafting innovative interior product ranges that redefine style and functionality

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Luxurious living room with red walls, a sleek modern sideboard with dark wood finish, a navy sofa adorned with orange pillows and a throw, elegant lighting, and marble stairs. Sophisticated and warm.

A visionary resort design studio, ideating bespoke, luxurious resort properties that redefine global elegance and exclusivity

View HBA Resort
An aerial view of an idyllic tropical resort shows thatched-roof bungalows on stilts, connected by winding wooden walkways over a clear turquoise ocean surrounding a lush green island.

A world-class residential design practice, crafting distinctive and extraordinary homes for discerning private clients

View HBA Residential
Luxurious lounge with two textured armchairs, a floor lamp, and a soft landscape mural depicting trees and a stream. Cozy, elegant ambiance.

A forward-thinking strategy studio, crafting iconic brand experiences and bringing them to life through emotive design

View HBA Strategy
A cozy airline lounge area with modern seating, elegant decor, and artistic ceiling installations, creating an inviting and sophisticated atmosphere for relaxation.
Luxurious hotel lobby with high wooden ceilings, plush seating, and warm lighting. A large, textured wall art centerpiece adds elegance. Cozy and inviting.
Large wall artwork of a woman’s profile with red dragon motifs, paired with a blue sculptural figure wearing a red blindfold at Park Hyatt Suzhou.
Exterior of AREIC Tower, featuring a modern high-rise building with lush greenery on balconies, adjacent to a busy bridge at sunset. The sky is a gradient of pink and purple hues, creating a tranquil yet vibrant atmosphere.
Elegant modern architecture with tall arches and illuminated interiors reflected in a tranquil pool; desert landscape visible in the background.
Sophisticated private club bar with velvet stools, gold accents, and intricate lighting. A server in motion enhances the elegant, lively ambiance.
A lift car designed with moody lighting, and a tapestry-like art piece
Modern hotel building courtyard with geometric shrub patterns on white gravel. Warmly lit windows line the three-story structure, creating a serene evening ambiance.
A luxurious hotel lobby featuring a grand chandelier, elegant arched design elements, and rich red accents, complemented by a central table adorned with flowers, creating a sophisticated and welcoming ambiance.
Elegant modern hotel lounge with circular seating and a round table, enclosed by wood paneling. A striking chandelier hangs above, illuminating the space warmly.
Elegant living room with sage green armchairs, beige sofa, and modern decor. Open double doors lead to another room, creating an airy, sophisticated feel.
Luxurious living room with red walls, a sleek modern sideboard with dark wood finish, a navy sofa adorned with orange pillows and a throw, elegant lighting, and marble stairs. Sophisticated and warm.
An aerial view of an idyllic tropical resort shows thatched-roof bungalows on stilts, connected by winding wooden walkways over a clear turquoise ocean surrounding a lush green island.
Luxurious lounge with two textured armchairs, a floor lamp, and a soft landscape mural depicting trees and a stream. Cozy, elegant ambiance.
A cozy airline lounge area with modern seating, elegant decor, and artistic ceiling installations, creating an inviting and sophisticated atmosphere for relaxation.

Studio locations

Atlanta

Bali

Bangkok

123 Bangkok Street

Beijing

Clark

Dubai

Guangzhou

Ho Chi Minh City

Level 7, Alpha Tower 1,
151-153 Nguyen Dinh Chieu,
District 3, HCMC, Vietnam

Hong Kong

Jakarta

London

Los Angeles

Los Angeles Info

Madrid

Manila

Miami

Miami Info

Mumbai

New Delhi

New York

Riyadh

San Francisco

Seoul

Shanghai

Shenzhen

Singapore

135 Cecil Street

Units #01/02/03-01

Singapore 069536

Tokyo
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