LEBUA AT STATE TOWER
DESIGNING A NEW LANGUAGE FOR AN ICON.
Lebua at State Tower is more than a hotel—it is a vertical destination. Rising above Bangkok beneath its unmistakable golden dome, the landmark brings together hospitality, fine dining, nightlife, and extraordinary views within a single architectural experience.
Our challenge was to create a new design language for an established icon—one that could bring clarity and coherence to the entire journey while preserving the grandeur, theatricality, and sense of arrival that have always defined Lebua.
OUR APPROACH
We reimagined the brand identity and environmental graphics as one continuous journey—from street to sky. From the street entrance and lobby to the restaurants, bars, and destinations above, every touchpoint becomes part of a connected spatial narrative.
A refined logo, entrance signage, information walls, wayfinding, and directory systems were developed in dialogue with the architecture, interiors, and landscape. Working alongside our design partners, we balanced modernist clarity with the building’s neoclassical character and dramatic sense of scale—creating a contemporary expression that feels unmistakably Lebua at every level.
DESIGN SCOPE
Brand Identity · Logo Design · Creative Direction · Environmental Graphic Design · Signage & Wayfinding · Directory System · Art Direction · Spatial Brand Experience
COLLABORATORS
TLTD / Thitipan Piamsai & Teerapat Chitramaikul — Landscape
C&C / Chananun & Chanaichon Theeravanvilai — Architecture & Interiors
