A decade of HBA Manila: Leading the transformation of the Philippine hospitality design landscape
As it celebrates its 10th year in the Philippines, HBA Manila Design Office, the Philippine arm of international design powerhouse HBA, continues to thrive amid the numerous changes, challenges and resurgences seen over the past years.
To mark this milestone, the group hosted an intimate thanksgiving get together, attended by the HBA Manila team, key clients, and industry partners.
HBA partner Norman Agleron—who has led the Manila office since its inception—reflects on the trailblazing trends, groundbreaking projects, and visionary creatives that have shaped the industry. He also discussed their response to global challenges, while looking ahead to the future of Philippine hospitality design.
Notable highlights for Agleron include the design awards and recognitions HBA received for some of its Philippine projects, such as Casa Buenas, Hotel Okura, Radisson Red, and Holiday Inn Cebu.
“Our design philosophy of shaping emotions through design manifests in the spaces we create. For instance, at Casa Buenas, we used Filipino architectural heritage and traditions as inspiration to translate the interior elements into a modern yet nostalgic environment that complements the guests’ dining experience,” Agleron shared.
“One of the key lessons we’ve learned as a business is the importance of understanding not only the client’s vision but also the target market and positioning of each project—while still taking into account practical considerations, such as construction budgets, that don’t hinder our ability to design unique and memorable guest experiences,” he added.
Although unforeseen events and changes have challenged the team, the HBA Manila Design Office continues to look forward to the next 10 years with optimism and enthusiasm.
“We look forward to working on more landmark projects that will elevate the Philippines on the global hospitality map,” Agleron said.
The public, he added, can look forward to new hotel openings in the coming years, especially in the resort segment as they will continue to evolve and expand as a hospitality design powerhouse.
The market can also expect more holistic design solutions as the team will actively integrate services from HBA’s other divisions, including architecture, landscape design, lighting design, graphics, branding, art consultancy, specialty F&B, and residential services that will enhance the full hotel guest experience.
“Over the last 10 years, our portfolio has grown from Metro Manila to other major destinations like Bohol, Boracay, Cebu, Clark, Davao, and Zamboanga. In the next decade, HBA’s brand of design will extend even further across the Philippine archipelago,” Agleron said.
“We believe the Philippines is a hidden gem in the global tourism industry. With increasing numbers of travelers discovering the beauty of our shores and the unique Filipino brand of hospitality, the demand for world-class hotels and resorts in the country will only continue to grow,” he concluded.
