Interior Photo by Ernest Theofilus | Profile Photo Courtesy of Maja Family
Maja Family marks its entrance into a new decade with PLAATS, a boutique hotel in Bandung. Founder Benny R. Gautama reflects on nearly two decades building the Maja Family portfolio. Amidst his busy days as a businessman, family remains at the top of Benny's priorities. His wife, Gadis Tunggadewi, also plays an important role in running the business, ensuring the high quality of F&B across the properties and curating the aesthetics of the brands under Maja Family.
Looking back at nearly 20 years, how would you describe the evolution of Maja Family?
We started with a simple F&B business in Bandung, without knowing how the journey would unfold. From there, we expanded into hotels, then wellness through yoga and padel, and more recently retail. What began in Bandung has grown into a presence across Jakarta and Bali as well.
Our portfolio today looks quite different from what we imagined 18 years ago. But what matters most isn't the number of businesses or locations—it's the people, relationships, and communities built along the way. At the heart of it all is our belief that Maja Family should be a "Home For Everyone." As we near this milestone, I see it less as a destination and more as a pause to appreciate the journey and look forward to what's next.
What has been the key to Maja Family's enduring appeal?
I believe it comes down to evolving without losing our identity. We've never chased trends—instead, we focus on understanding how people live and what brings them together. Many who supported us early on have grown with us and become part of the Maja Family itself. Staying authentic while having the courage to evolve is what allows something to become part of people's lives, not just a passing moment.
What's your vision as Maja Family enters its third decade?
We want to grow with purpose—becoming an ecosystem of experiences across hospitality, wellness, F&B, and retail. Some of our best chapters weren't planned; they emerged from curiosity and willingness to try something new. Our ambition isn't simply to grow bigger, but to become more meaningful. If we stay true to that spirit, I believe our next decade can be our most exciting yet.
Why did you choose the name “PLAATS” for the hotel, and what does it represent to you?
“PLAATS” is taken directly from the Dutch word meaning “a place” or “a specific spot.” We chose it because the name reflects the feeling we hope guests experience upon arrival: a sense of being in the right place and fully present in the moment.
For us, PLAATS is more than a physical destination. It is a space to pause, reconnect, and experience a feeling of belonging, an intentional place away from the noise and distractions of everyday life.
PLAATS seems to reimagine the conventional idea of a hotel stay. What do you hope guests will feel, experience, or do differently when they stay at PLAATS?
Drawing from its name, PLAATS is intended to be a place where guests can escape from their daily tasks, routines, and distractions. Through thoughtful interiors and carefully considered facilities, we hope to encourage guests to slow down, reset, and reconnect with themselves.
More than simply providing a place to stay, PLAATS invites guests to experience a different rhythm, one that allows space for rest, reflection, curiosity, and inspiration. We hope they leave feeling refreshed and perhaps see their everyday surroundings with a renewed perspective.
What led you to collaborate with FFFAAARRR on PLAATS, and what did you hope the design team would bring to the project?
We wanted FFFAAARRR to bring their unconventional way of thinking to PLAATS. Their boundless approach to design, combined with an unapologetic architectural expression, felt like the right fit for the project.
We were drawn to their ability to challenge convention, experiment with unexpected ideas, and create spaces that feel both distinctive and deeply considered. We hoped they would bring a strong point of view to PLAATS, one that would push the project beyond a conventional hotel experience and give it a bold, memorable identity.
PLAATS incorporates Indonesian artworks, locally crafted pieces, and sustainable and upcycled materials. How did you engage with local artists, makers, and material suppliers, and how did their stories and perspectives shape the identity of the hotel?
Intentional, meaningful touchpoints could only be achieved through a humble and collaborative approach.
We invited like-minded Indonesian artists, makers, and material suppliers into the process from the beginning, sharing our vision and remaining in close contact throughout the design and implementation stages.
Rather than treating local craftsmanship as decoration, we sought to understand the stories, techniques, and values.