Design Assembly (PT Solusi Desain Indonesia)

What Design Assembly (PT Solusi Desain Indonesia) does

Design Assembly (legally registered as PT Solusi Desain Indonesia) is a Bali-based architecture and interior design studio founded in 2015 that specializes in concept-led hospitality and residential projects in tropical climates. The studio operates with a compact team of approximately 10 professionals led by Principal Tim Caston and Creative Director Amber Johnsey, delivering work that integrates vernacular architectural reinterpretation, sustainable construction methods, and local craftsmanship. Its portfolio spans private residences, boutique hotels, restaurants, beach clubs, and wellness spaces, with project scales ranging from 150m² compact venues to 7,000m² large-scale hospitality flagships across Indonesia and the UK.

The studio follows a structured four-stage engagement model (Defining the Direction, Developing the Design, Resolving for Construction, Realising the Project) and serves enterprise clients including hospitality groups (Mandala Group, Mexicola Group, Locavore), private residential developers, and boutique resort operators. Revenue derives primarily from professional architecture and interior design fees, augmented by an in-house residential development arm (Suku Houses, The Kaba-Kaba Project) where the studio designs, develops, and sells/brokers properties directly. Key technical differentiators include tropical climate-responsive design (passive cooling, deep overhangs, cross ventilation), sustainable materials (Greensense concrete, recycled timbers, Shou Sugi Ban cladding), and an extended network of local makers and contractors across Bali and Indonesia.

Geographically, the studio maintains its primary operations in North Kuta, Bali with a secondary presence in London, and has expanded project delivery into Lombok and Flores. Customer acquisition occurs primarily through website contact, Instagram presence, and direct outreach, with a horizontal segmentation approach spanning hospitality and residential sectors. The company is privately held, founder-led, and operates without external institutional investment.

Name

Design Assembly (PT Solusi Desain Indonesia)

Legal name

PT Solusi Desain Indonesia

Website

https://wearedesignassembly.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Design Assembly is a Bali-based architecture and interior design studio founded in 2015, specializing in concept-led hospitality and residential projects in tropical climates across Southeast Asia, serving boutique hotel operators, resort developers, and private residential clients with a compact 10-person team.

Ownership category

akta.pro rank

Product category

Architecture and Interior Design Services

NAICS

Interior Design Services (54141), Architectural Services (54131)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industries

Hospitality & Entertainment Venue Construction (IMAFACAC), Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE)

Keywords

• Architecture design services
• Hospitality interior design
• Tropical residential architecture
• Boutique hotel design
• Sustainable construction design

Headquarters

HQ city

Bali

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Architectural Design Services: Full-service architecture and interior design engagements from concept through to construction delivery, serving private clients, hospitality operators, and developers across Southeast Asia.
2. In-house Residential Development: First-party residential development projects designed and developed by the studio, such as Suku Houses and The Kaba-Kaba Project, where they develop and sell/broker the properties.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Design Assembly provides concept-led architecture and interior design services for hospitality venues (boutique hotels, resorts, restaurants, beach clubs, bars, wellness spaces) and private residences in tropical climates. Engagements run through a four-stage process from direction-setting and brief development to design development, construction documentation, and on-site realisation. The studio also occasionally develops and sells its own residential projects (e.g., Suku Houses, The Kaba-Kaba Project), with work primarily across Bali, Lombok and Flores and a UK support presence.

Product overview

Design Assembly (PT Solusi Desain Indonesia) is a concept-led architecture and interior design studio specialising in hospitality and residential projects in tropical climates. Founded in 2015 and operating across Southeast Asia with a UK presence, the studio does not offer a software product but delivers architectural and design services through a structured four-stage approach: defining direction, developing design, resolving for construction, and realising the project. Their portfolio spans private residences, boutique hotels, restaurants, beach clubs, wellness spaces, and villa resorts across Bali, Lombok, and Flores. Key projects include Luma Restaurant (hospitality), Bagheera Villa (residential), Boni Beach Resort (hospitality), Mandala The Oasis (residential), The Kaba-Kaba Project (residential development), Lombok Villa Resort (hospitality), Tropicola Beach Club (hospitality), Ulu Cliffhouse (hospitality), and design services for hospitality and residential architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Architecture and Interior Design Services Concept-led architecture and interior design services for hospitality and residential clients in tropical climates, delivered through a four-stage process: 01 Defining the Direction (site analysis, brief development), 02 Developing the Design (architecture, interiors, materiality), 03 Resolving for Construction (coordination, detailing, material specification), and 04 Realising the Project (construction supervision). Scope covers spatial strategy, design development, construction documentation and on-site realisation support for private clients, hospitality operators and developers.
• In-House Residential Development (Suku Houses and The Kaba-Kaba Project) In-house residential development projects designed, developed and sold/brokered by the studio, combining the firm's design expertise with property development. Includes Suku Houses (small residential development in Berawa, Canggu, with crafted interiors and locally sourced materials, ~200m² per plot) and The Kaba-Kaba Project (a four-family-home rural Bali development with a 20-metre natural pool, gym, sauna, yoga space and produce garden across 1,671m² of built area and 2,918m² of landscaped grounds).

Quantifiable outcome

• Delivered private residences, boutique hotels, restaurants and mixed-use hospitality spaces since 2015 with new collaborations expanding into additional regions
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Locavore Hospitality GroupcoreStrategic or Co-development Partner · 1 January 2022Club Soda Bar concept developed for Locavore hospitality group in Canggu, Bali. The 150m² venue combines bar, distillery and yakitori grill designed for the hospitality group.
• Mexicola GroupcoreStrategic or Co-development Partner · 1 January 2018Tropicola Beach Club developed for Mexicola Group as large-scale 7,000m² beachfront venue in Seminyak. Studio translated creative concept into buildable project, leading design development and construction supervision.
• Bali Landscape CompanyminorStrategic or Co-development PartnerCollaborated for landscape design on Bagheera Villa project in Pererenan, Bali. The landscape design was developed in partnership to create outdoor spaces integrated with the architectural vision.
• Mandala PlacescoreStrategic or Co-development PartnerCollaboration with Mandala Places on Mandala The Oasis villa project in Canggu, following successful completion of Ulu Cliffhouse. Interior design was developed by the in-house team at Mandala Places with artwork commissioned by Jake Ross and x_y_o_k_i_i_x and lighting by Studio Nimmersatt.
• The Mandala GroupcoreStrategic or Co-development PartnerEarly residential collaboration on Mandala Townhouses - four three-bedroom townhouses in Berawa. Studio handled architectural planning and design while client led interior design and construction.
• Shed (London-based interior design studio)coreStrategic or Co-development PartnerUlu Cliffhouse adaptation project where original concept was developed by Shed. Studio adapted and refined design to suit local climate, site conditions and construction context while aligned with original vision.
• Agency XminorStrategic or Co-development PartnerCreative studio Agency X conceived the Club Soda bar concept, with Design Assembly collaborating closely throughout design development and interior fit-out process.
• Various craftspeople and makers across BalicoreStrategic or Co-development PartnerExtended network of specialist makers and contractors across Bali and Indonesia for furniture, fittings, lighting, metalwork, signage and custom detailing. Includes fabricators for Tropicola venue and local producers for Ulu Cliffhouse.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• WOHA Architects: Singapore-based established practice widely recognized for tropical sustainable architecture and hospitality projects across Southeast Asia. Much larger scale and broader geographic reach, but comparable tropical-climate design DNA and ESG positioning.
• Studio Mumbai: Internationally recognized architecture and design practice with deep expertise in craft, local materials, and contextual tropical/temperate design. Comparable craftsmanship ethos and human-centered approach, but operates at significantly larger scale and global reputation.
• Park + Associates: Singaporean architectural firm with hospitality and residential work across Southeast Asia. Overlapping client segment (boutique hotels and luxury residences) but operating at significantly larger scale than Design Assembly.
• Tom Dixon Studio: London-based design brand spanning furniture, lighting, and interior design with strong hospitality presence. Comparable in concept-led design approach and hospitality client base, though with a much larger product portfolio and brand recognition.

Emerging players

• Shed: London-based interior design studio that collaborated with Design Assembly on Ulu Cliffhouse. Comparable in creative vision and hospitality focus, but operates from UK rather than tropical Southeast Asia, with a smaller built portfolio.

Direct peers

• DIA Architects: Bali-based architecture studio with comparable hospitality and residential portfolio across Indonesia. Direct competitor for tropical boutique design commissions in the same Bali market.
• Daniel Boddam: Australia-based architect with significant Bali and tropical hospitality portfolio. Comparable target client (boutique hospitality operators) and design philosophy emphasizing climate-responsive tropical architecture.
• Inspiral Architects: Bali-based architecture practice delivering hospitality and residential projects across Indonesia. Direct competition for tropical boutique hospitality design mandates in the same geographic market.
• Studio Esteta: Bali-anchored design studio with portfolio spanning hospitality, residential, and interior projects in Southeast Asia. Comparable in scale, aesthetic orientation, and regional client base.
• Alexis Dornier: Bali-based architecture studio specializing in tropical hospitality and residential projects. Highly comparable to Design Assembly in client base (boutique Indonesian hospitality), geographic focus (Bali/Lombok), and tropical-climate design approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wearedesignassembly
• LinkedInlinkedin.com/company/we-are-design-assembly

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Design Assembly (PT Solusi Desain Indonesia)