HBA set to fulfill local market needs
CREATING DISTINCT landmark interior designs for the world’s most luxurious hotels is what Hirsch Bedner Associates (HBA) has been up to over the last 50 years, and where it continues to fully excel today.
As a world leader in hospitality design, HBA has remained keenly attuned to the pulse of the ever changing industry trends governed by today ’s sophisticated traveler, thus allowing it to stay relevant despite the influx of new firms and the stiff competition.
“We actually just passed our 50th anniversary. However, we don't feel like it. On the contrary, we feel like a vibrant 25 year old (company) that continues to be the world’s market leader and the largest hospitality interior design firm,” said HBA Chief Executive Officer René Gross Kaerskov.
“We remained focus on what we do best, which is designing hotels, from the five-star to the limited service hotels, to the largest casinos, cruise ships, and even small dining rooms. Anything that’s got to do with enhancing the interior design of a property, we will do it—even residential projects and clubhouses,” Kaerskov shared.
International presence
A long proven story of huge success, HBA was created in 1965 by Howard Hirsch in his desire to make the world understand the value and role of proper planning and interior design in the overall success of a singular structure.
Initially, HBA’s works were focused only in designing hotels and restaurants in the United States. Word, however, got around quickly about the genius minds behind the firm and it didn't take long for the company to start working on projects out of their typical scope.
Thus, in the last 50 years, the company has expanded to international markets including Hong Kong, London, Singapore, Dubai, Shanghai, Delhi, Beijing and Melbourne, among others.
Its depth of experience and detailed industry knowledge, which have enabled the company to effectively identify interior design trends, make definitive predictions about new directions and innovations, and influence design standards at a global level.
“Hotel design has always been the thrust of HBA. But by remaining committed to our ultimate objective that which to add and enhance one brand’s value we have managed to evolve from being an American company to becoming a global leader in hospitality design,” Kaerskov related.
“We have evolved from being an American company to being a global brand, we are present in almost every area where our services are needed. We are global, but we also aim to be local, meaning we bring to the table global strategy, philosophy and design then combine it with that distinct local flavor of where the client originates. In essence its global service combined with local knowledge, a local touch,” Kaerskov further explained.
Philippine presence
More recently, HBA has sought to cement its presence in the Philippines with the opening of an office at the Bonifacio Global City in Taguig. The said office serves as a testament to the long-standing and thriving relationship HBA has had with the country and the Filipinos in particular.
“Being that HBA is such a global company, we have always had a diverse team, which included many team members from the Philippines working in our U.S. offices. This has proven to be such a success that in 2008 we opened a production office in Clark, Pampanga. Since then, we were able to regularly tap local talent and this is also what made us realize that there’s actually a market here in the Philippines to service and thus we pursued opening a Manila office,” Kaerskov said.
He added: “There’s always enthusiasm about working in the Philippines. It’s always been a market that HBA has pursued and the opening of our office at the Fort and the Shangri-La Hotel at the Fort is a testament to that.”
HBA’s projects in the country included the Manila Diamond Hotel, the Pan Pacific Hotel, Intercon Manila, and the most recent of which would be Shangri-La at The Fort. At the helm of the Philippine operations is HBA Director Norman Agleron, who makes sure that HBA will continue to grow and service the needs of every discerning client here.
“Hospitality design covers a broad spectrum and that’s what makes our work at HBA exciting. Hospitality design encompasses hotels, resorts and everything in between and this is what makes the Philippines a perfect area to tap talents. Our designers in Manila have great technical and creative skills which is crucial as HBA tries to fulfil the need of every HBA client around the world,” Agleron related.
“We don’t follow or go by a standard design philosophy because we believe that every place and every client is different. Every hotel guest is different so if we follow just one style, our clients will easily get tired of what we offer. That’s why when you look at HBA we are not one firm we are actually hundred small firms that operate with different styles,” Kaerskov added.
Expertise offering
HBA believes that as the local economy continues to grow and pique the interest of investors and travelers, the company is well poised to offer its expertise and services to help bolster the already growing interest of many individuals in the country.
According to Kaerskov, HBA takes its global expertise and brings it to the Philippines then combine it with a local touch, adding that “we look at the Philippines and we see how things are happening including the projects that are being developed.”
“HBA started and defined the interior design industry. The approach that we take to the overall design of a structure is what sets us apart. From the concept down to the planning, we make sure that we are already involved,” Agleron claimed.
“It is in the planning where you see the difference between the excellent designer and just somebody who picks the furniture. The excellence of the planning of the inside of the building is what really matters,” Kaerskov explained.
Kaerskov further added: “The market has changed a lot… and their demands go beyond the building plan. The market has become more appreciative of a good interior design especially now that they realized that the Philippines has got an international audience and has become a destination—thus the need to step up the game.”
In the end, Kaerskov said that the commitment HBA can make to the Philippine market is that HBA would be here to stay not only to tap potential talents, but more so to help the country further sustain the interest of the international market through its world class structures.
“Our biggest commitment is that we are going to stay in the Philippines. We are definitely committed to staying here because we believe in the Philippine market. We really want to be involved in making the Philippines a top of mind destination. With our entry, we hope to make the Philippines a truly exciting hospitality destination. We are here to raise the bar by offering and bringing to the table the world’s best designs,” Kaerskov concluded.