#LOFFtalk with Justin Chen and Javier Perez, the mastermind behind ELSE Kuala Lumpur
ELSE is the newest hotel to open in the heart Kuala Lumpur. In anticipation of its launch in the coming July, we caught up with Justin Chen and Javier Perez to learn more about their project of reimaging the heritage Lee Rubber Building.
Tell us more about the idea and the beginning of Else, Kuala Lumpur.
Justin Chen (JC): Javier and I have known each other for many years but never had the right project to partner on. When the idea of a hotel emerged, with our distinct backgrounds, it was the perfect opportunity to team up, and, in many ways, Javier and I are both part of Else’s target demographic.
We are looking to welcome guests seeking a travel experience outside of the usual chain hotels. We believe that our guests are multi-modal, they are seeking a sense of disconnect and connection at the same time, they are travelling for business and leisure reasons, and they want to rest and be stimulated.
We carried this into the design of the building and space – contrasting old and new, social, and private, light, and heavy. We had to strike a fine balance between preservation and making the space relevant to our present time.
Why did you pick Kuala Lumpur as the next destination for Else?
JC: I’ve always felt that the experience of Kuala Lumpur as a city for the tourist is so different from the local’s experience. We were partly excited and also inspired by the local creative community and felt we had to share this with more people, to give visibility to what was happening.
Javier Perez (JP): Prior to traveling to KL to view our site, I had never visited Malaysia, nor was it on my radar. Ultimately, the creative energy that was bubbling over the city and the freedom of expression that can be shared through architecture, food, hospitality and experiences provided the energy and a youthful mindset that was difficult to ignore.
What’s your prime consideration when reinterpreting Lee Rubber Building into Else?
JC: When we started our search for a site in KL, we looked first for a site that could help tell the story of KL, a city that we felt was filled with unrecognized potential. When we stumbled across the Lee Rubber Building in a faded dilapidated condition located in Chinatown, it spoke to us immediately of old Kuala Lumpur and having been the premises of the Lee Rubber Company, one of the most prominent entrepreneurs in Malaysia’s history.
To be graced with the opportunity to work off a canvas has been a privilege. Yet more than the space, my hope is that our guests resonate with the ethos and hospitality that we aim to deliver. The architecture may be what draws them in, but our thoughtful hospitality is what we hope they take away with them.
With all the new cafes and restaurants popping up in the surrounding area, are you concerned about the gentrification of Chinatown?
JC: Back when we began scouting for a site in 2015, the Petaling Street area was still relatively sleepy. We definitely saw the potential in the area and were led by the belief that over time, every city tends to see a revitalization of its old downtown core.
But we honestly did not expect the speed at which the area has developed in the last couple of years. It stands as a testament to the latent creativity and entrepreneurship of Malaysians.
The fact that new developments have continued in the neighbourhood even during this pandemic has been one of the encouraging highlights of the last two years. Chinatown has its own vibrancy, colours, and textures, so walking through our thresholds should transport our guests into another dimension of their overall travel experience.
How do you plan to "embrace the culture and community of Chinatown"?
JP: We love the unique culture of Chinatown and its heritage so deeply entrenched. This is what drew us here and we are pleased that the evolution continues. With restaurants, bars, and other entertainment venues flourishing, we see this as just the beginning and have great expectations of our neighbourhood and community.
We want to be part of this community and demonstrate that Else will add value to the district and the city overall. Coming in as “outsiders”, our hope is to forge great relationships with the hood's pioneers, trendsetters, and mainstays.
What plans do you have for Else as a cultural hub? What kind of activations are planned?
JC: We would like to receive metropolitan, global citizens, someone who lives their life in different modes and we hope Else can provide a place that recognizes those needs. We are aiming to provide a wellness–centric space amid our busy lives; that at the same time is plugged into the local pulse of the city.
The property also needs to remain relevant and develop over time, whether it’s in its usage, programming, art, or food offerings. The property has given us this great canvas to express the Else brand, and we hope to layer changes when it comes to the concepts in the property as a canvas, we hope to layer changes and evolve as time passes.
Design-wise, what’s the story behind the collaboration with Studio Bikin?
JC: Having trained as an architect myself, I’ve been a fan of Studio Bikin’s work for quite some time. Singapore might be blessed as a global city with lots of exposure to international trends and ideas, but it has come at some expense of having a strong local identity in the work produced there. Somehow, they have managed to keep a distinctly Malaysian aesthetic in their work while applying a modern aesthetic which is wonderful.
Developing Else as a brand, we have constantly been navigating the themes of duality and balance. We wanted to give this expression in our physical property and Studio Bikin was able to translate this for us.
How did you curate the restaurants Else?
Two distinct dining areas have well thought out to fit into the guests' lifestyles. We aim for the spaces to feel contemporary, fun, and buzzy. They also have been centred around the elements of anticipation and intimacy as we hope to retain our guests.
Raw Kitchen Hall: It is an extension of its sister brand in Singapore, the restaurant is a casual-chic spot that stays true to the luxury of comfort food done well. Diners can select from Asian to Mediterranean flavours, with modern and familiar classics.
The Yellow Fin Horse: The spectacular wood-fired restaurant forges International and South-East Asian flavours with contemporary authenticity.
With quite a restrictive space area, how did you plan for the wellness facilities at Else? What are the factors taken into consideration?
JC: Travel has become a way for many to disconnect and gain fresh perspectives on themselves and the world. We were inspired to design a space that is personal and intimate. We stayed away from being corporate as it didn’t fit with the brand. Studio Bikin has successfully designed wellness – centric space throughout the property that will allow guests to enjoy privacy and re-centre.
We are all seeking some deeper meaning to what we do and hence also seek to find more authentic experiences in our travels.
How do you think the past two years have reshaped the hospitality industry and what’s your take on the post pandemic challenges?
JC: We always started Else with the intention of building a hospitality and lifestyle brand & collective. I believe that any business and especially a hotel will be ever-evolving and long-term endeavor, and so our priority is to serve out our mission in KL to lay down the right foundation.
Ironically, we have found that the pandemic has only reinforced and strengthened our conviction on the intentions behind the hotel. From the need to cater to mindfulness and a more holistic approach to wellbeing, to also providing a transportive experience when one travels.
Name three things you love the most about Else, Kuala Lumpur.
JC&JP: Being able to work with and access the talent and creativity in Malaysia have been so refreshing and encouraging.
How the presence and history of the building have been softened to become inviting for an array of communities to enjoy. The beauty that those who knew it prior can reminisce and marvel at its evolution and those encountering it for the first time can let a curious imagination run wild.
Architecturally how we reimagined the internal space with the voids throughout the building bringing light and transparency through the middle of the building. Also allowing for air to circulate through the space.
Ironically, we have found that the pandemic has only reinforced and strengthened our conviction on the intentions behind the hotel. From the need to cater to mindfulness and a more holistic approach to wellbeing, to also providing a transportive experience when one travels.
What else is happening at Else?
JC: Our hope is to take the Else brand to other markets, but this will be driven first by whether we feel we can make an impact in those places. Our first project may be expressed in a hotel property, but we keep an open mind about what form future projects may take, whether it might be retail, F&B, or something entirely different.
