A reflective practice, a thinking studio
Established in 1996, MAPS is a global design practice led by its principals Tan Hock Beng and Maria Hartati. With projects currently spanning some 93 cities across 29 countries, MAPS has earned an international reputation for its ability to generate transformative experiences for varied cultural contexts. The practice demonstrates a keen emphasis on hospitality projects, working with top luxury hotel operators like Hyatt, Hilton, Six Sense, Marriott, Accor, Shangri-La, Leela, Pan Pacific, InterContinental, Oberoi and Padma.
Journeys without maps
The name MAPS was derived from principal and founder Tan Hock Beng’s design ateliers “Journeys without Maps” at the School of Architecture, National University of Singapore, where he taught during the early 90s. Hock Beng told us that he often “encouraged students to explore without a map. It’s not about having a fixed destination. Der We gist das Ziel - the journey is the destination.” He believes that the design process is about exploration - always something different—something new.
And something new was what Hock Beng was seeking for MAPS. For 29 years, the logo mark supported what was a modest need for representation. Though Hock Beng was always sure of what the practice stood for, how it can be visually brought out remains an open-ended conversation, which Aquí is honoured to have been part of.
A series of evolving journeys
“By inclination, we firmly believe that creating architecture is like a series of wonderfully malleable journeys through different phases,” as articulated in MAPS’ design philosophy.
The essence of a journey that we really wanted to capture was the ambiguity of endings and beginnings. This visually translated into intentional gaps in the logo wordmark, a symbol of openings, alluding to the concept of exploration without a destination. Every customised stroke suggests no two journeys are the same, reflecting the personalised and tailored approach that MAPS embraces in architecture. To honour the integrity of the original logo, we preserved its simplicity and introduced a bit of wonder by adding subtle details.
With its handwritten characteristics and refined silhouette, the typeface Gotu lends itself to a logo that needs to reflect understated luxury rooted in tradition, which captures the transformative and enduring legacy that MAPS continues to build today.
MAPS plays a huge role in journeying with clients. Its colours like a trusted companion: quiet yet contrasting, empathetic yet firm. Deep Taupe and Ivory Mist are subtle on their own, yet commanding together. Tide and Platinum, expressions of poise and precision.
A living showcase
In a serendipitous way, the website was designed as a map itself. You are taken into a different realm, welcomed by an animation that traces the graceful sketching of Hock Beng that then takes form. Revelation in a matter of seconds, what follows is a clear identity statement and tactile visuals that establish presence and character in a firm and direct approach.
Free from conventional constraints, the web design experiments with proportion and spatial composition to create a living and harmonious showcase of the practice’s work. Navigation remains intentionally simple - not in a way that dilutes the immersive experience, but one that encourages exploration without a fixed destination. Carefully curated, the content serves to be efficient in giving visitors a clear sense of what to expect from MAPS. Interactive elements - sectional navigation, project listings, and interactive map - invites and equips one to engage deeper.
