Just in time for its parent company Filinvest’s 70th anniversary, Chroma Hospitality, renowned for Crimson Hotels & Resorts and Quest Hotels, introduces a proudly local brand with a bold new voice. The Grafik Hotel Collection is a thoughtfully designed, deeply rooted, and emotionally resonant hotel experience that invites guests to do more than just a simple check-in but also encourages them to live boldly, vividly.
From the pine-cloaked hills of Baguio to the sun-drenched shores of Moalboal, Grafik’s upcoming destinations promise beyond a place to stay; a story to be lived, layered in local culture, crafted experiences, and a creative sense of place.
Meaningful and experiential design
At the heart of Grafik is a purpose-driven ethos: that great travel is great storytelling. Every element—from interior textures to curated experiences—is designed to reflect the spirit of its setting. Each property champions three guiding pillars: Design, Destination, and Differentiation.
The design is intentional, expressive, and locally inspired, drawing from the colors of coral reefs, the patterns of indigenous crafts, or the textures of urban streets. Properties become canvases where architecture and emotion converge.
Grafik also places its properties in destinations rich with narrative, be it the artsy buzz of a city neighborhood or the quiet magic of a coastal village. As the brand notes, Grafik lives in many forms, each tailored for the curious traveler.
And it’s that sense of curiosity, of seeking the soul of a place, that sets Grafik apart. Every stay is a sensory encounter with local stories of a weaving tradition, a fisherman’s tale, or a scent carried by the wind.
Signature experiences that speak
Grafik’s concept comes to life through its signature touchpoints and expressions that make each visit unforgettable. Chapter One, held on May 20 at Whitespace in Makati, was the welcome ritual that set the tone for a journey of meaning and introspection. The event was a prelude to a gentle immersion into the heart of every destination.
Colourful Cuisines, Grafik’s culinary philosophy, celebrates Filipino heritage through refined, locally sourced menus. Dishes are crafted not just to feed but to evoke memory, emotion, and connection.
Curious Collections, a rotating display of locally made objects, gives guests a tactile sense of community spirit, making each visit a tribute to local creativity.
Urban pulse, coastal calm, and stripped-back luxury
The Grafik Hotel Collection introduces three unique sub-brands under one value: Grafik City energizes the soul with its dynamic, creative urban vibe. It’s the heartbeat of culture and connection.
Grafik Resort offers sanctuary in nature—where time slows, and senses awaken.
Grafik Nude, perhaps the boldest of the trio, strips away the excess. Raw and immersive, it embraces simplicity as the ultimate luxury. Each speaks a different language, yet all are united by Grafik’s signature voice which is authentic, vibrant, and emotionally grounded.
Celebrating a decade of Chroma Hospitality
The launch of Grafik marks an important milestone for Chroma Hospitality, which celebrates its 10th anniversary this year. Backed by Filinvest Hospitality, Chroma has steadily carved a name in the Philippine hospitality landscape by curating memorable guest experiences that blend local pride with global standards.
From the refined elegance of Crimson to the accessibility of Quest, and now, the soulful storytelling of Grafik, Chroma continues to innovate with purpose by being a place where stories begin.
As the world evolves in saturated sameness, Grafik dares to be different, not for the sake of novelty but for the love of depth and for being where travel is a return to meaning. Every chapter of it begins with a place but ends with a transformation.
And as Grafik opens its doors in Baguio and Moalboal, it also opens hearts to feeling more, seeing deeper, and living vividly.
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