Raffles Hotels & Resorts required a globally consistent design guidelines that could unify its growing portfolio while respecting the individuality of each property. The challenge was to translate the brand’s heritage, luxury positioning and guest experience into a clear, scalable system.

True luxury for Raffles is rooted in heritage, craftsmanship, and a sense of place. The opportunity was to create guidelines that balanced timeless brand values with contemporary expectations, ensuring every property could express both consistency and local character.

Develop a comprehensive set of Design Essentials that defined the visual, verbal, and experiential elements of the Raffles brand. By establishing seven core principles and detailed guidelines, the framework enabled designers and stakeholders to deliver cohesive luxury experiences worldwide.

The solution was an elegant, tactile keepsake that housed the Design Essentials in a format worthy of the brand itself. Through refined materials, thoughtful detailing and structured content, the guidelines became both a practical tool and a lasting expression of Raffles’ luxury.

Challenge

Our Challenge was to design a showroom communicating the vision of the development while delivering a uniquely memorable and aspirational visitor experience. The brief required an informative space with a connection to place, lifestyle & community.

Insight

Cradled in the contours of its namesake landmark, Round Mountain development offers a return to a simpler, richer way of life. The timeless beauty of the Australian landscape entwines with the community with the promise of a life lived in harmony with nature.

Strategy

Rather than adopting a conventional, display-led showroom typology, the Round Mountain showroom reimagines the space as an experiential journey, an extension of home that feels both inviting and aspirational, rather than commercial or transactional

Design

The design draws directly from its natural surroundings. Colour becomes the emotional and spatial thread, translating the shifting greens, warm earth tones, and filtered light of the landscape into a calm, layered interior that shapes and connects both buildings.

● 01Unifying the Look & Feel

By unifying seven guidelines, through a consistent visual style and tone of voice, we ensured all elements that create the Raffles experience were communicated to each destination. The volumes covered Design, Well-Being, Art, Styling, Spa, Ceremonies and
Construction Renovation Standards.

● 02 Content through Insight

First, we produced content for each of the Raffles design guidelines. Developed with contemporary insights that were then interwoven with the storied history of Raffles. Each of the seven guidelines were then produced with a consistent design language, with a focus on clarity along with a refinement that befits the brand.

● 03 Elegance & Ceremony

The functional packaging carries a touch of ceremony as the lid of the casing is lifted, revealing the seven volumes inside. Gold foil detailing furthers the theme of understated elegance. The solid keepsake is intended to be kept as both a practical and aesthetic object on the shelf at every Raffles concierge.

● 04 Bound by The Raffles Palm

Inside, the books are bound together by the iconic Raffles Palm, with each individual cover carrying a unique emboss. Giving a textural and tactile quality, the pattern reflects the individuality of each book while being part of the collective whole that creates the Raffles luxury experience.

05Client Testimonial

"A New Legacy encapsulated Raffles heritage with a cleaner, simpler elegance which carries Raffles into the future. The process of working together was not only enriching for the development of the Raffles identity and narrative, but also refreshingly enjoyable because the creative solutions delivered were beyond our expectations. We now use ‘Raffles Design Essentials' as a benchmark briefing creative work for Luxury & Premium brands."

Federico ToresiGlobal Vice President Design, Accor

Taking inspiration from the storied history of Raffles, we created a set of Design Essentials that define the Raffles luxury experience.

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Client
Frasers Property

Scope of work
Creative Direction, Customer Journey, Interior Design,
Custom Furniture Design, Space Planning, Wayfinding

Collaborators
Architecture: Rothelowman
Landscape Design: Lat 27
Joinery & Fit Out: Ferrier, Arc & Ithic
Graphics: The Property Agency
Illustration: Paper Hands
Animation: Smith Brothers

A neighbourhood set in stone, The Quarry is Brisbane's most elevated and celebrated new development. A project of unique regeneration, with 100,000 subtropical trees replanted into the site and tiered ridges providing dramatic vantage points of the landscape.

A New Legacy were commissioned to enhance the visitor experience within the main architectural pavilion and sales centre.

Our aim throughout was to develop a strong sense of connection with the local environment, achieved through spatial installations that link the architecture, brand and landscape design and provide an inspired customer journey through the two architectural pavilions.

1/7
Overview

By unifying seven guidelines, through a consistent visual style and tone of voice, we ensured all elements that create the Raffles experience were communicated to each destination.

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2/7
Inspiration Gallery

First, we produced content for each of the Raffles design pillars. Developed with contemporary insights that were interwoven with the storied history of Raffles.

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Within the 'Inspiration Gallery', mobile oversized picture frames are staggered to provide a meandering visual journey for the visitor, encouraging exploration at an individual pace and orientation.

The panels can also be configured to create a variety of unique spaces, becoming a circular meeting area or linear room divide.

Materials such as reeded glass allow the natural light of the site through and provide a layered aesthetic with planting and graphic design woven seamlessly together

3/7
Wonderwall

The functional packaging carries a touch of ceremony as the lid of the casing is lifted, revealing the seven books inside.

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The back drop to the ‘inspiration gallery’ is a full height digital 'Wonderwall', which plays a meditative scene hand sketched by local artist Paper Hands.

The animation describes the local flora and fauna coming to life and populating The Quarry, complete with birdsong and water sounds which carry through the pavilion.

4/7
Life Elevated

Inside, the books are bound together by the iconic Raffles Palm, with each cover carrying a unique emboss.

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The 'Life Elevated' space is defined through a central circular screen, layered with timber slats and a full height linen curtain for varying degrees of privacy during sales meetings.

Visitors are immersed in the aesthetic of an elevated lifestyle, through curation of locally crafted furniture and design classics.

"A New Legacy encapsulated Raffles heritage with a cleaner, simpler elegance which carries Raffles into the future"

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Client Testimonial

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"Over two years A New Legacy proposed, evolved and crafted ideas that elevated the experience, before seamlessly bringing it to life with our team of local makers.

All of our sales team want to work at the new space, which is a huge indication of its success and uniqueness.

A New Legacy were a pleasure to work alongside, and with no egos involved we were able to create something beautiful together"

Raffles Design Essentials

Defining Luxury for a Landmark Brand

Taking inspiration from the storied history of Raffles, we created a set of Design Essentials that define the Raffles luxury experience.