Syrco BASÈ
A contemporary expression of Indonesian terroir by chef Syrco Bakker.
The Brief.
Led by two-Michelin-starred Dutch-Indonesian chef Syrco Bakker, the brief centred on introduding KU Atelier, Syrco BASÈ’s private chef’s counter and creative lab, positioning it as a platform for education, experimentation, and meaningful hospitality-led engagement with media and industry; launching the IDR 850K tasting menu as a more accessible entry point to the Syrco BASÈ experience; and continuing to build long-term international visibility across Australia and Asia.
At the same time, the brand sought to deepen its reputation for sustainability, traceability, and narrative-led dining.
The Tactics.
The campaign was built around experience-led storytelling, selective media placement, and aligned collaborations.
Many of these experiences were anchored within KU Atelier, allowing guests to engage directly with Syrco Bakker and his team through live cooking, ingredient storytelling, and garden-led narratives. Each event began with a guided walk through the regenerative gardens, followed by a considered tasting designed to balance accessibility, precision, and seasonality.
To introduce the 850K menu, a series of intimate preview dinners and hospitality events were hosted for regional and international media, hospitality leaders, and tastemakers.
International media outreach remained ongoing throughout the period, with pitching focused on Syrco Bakker’s Michelin background, Indonesian heritage, and the restaurant’s TNT ethos — Traceability, Nature, Transparency. Editorial relationships were actively managed to align hosted visits with key travel windows and on-the-ground activations, while early groundwork was laid for Australian guest chef collaborations and festival participation in 2026.
The Results.
High-impact placements included Travel + Leisure SEA (print and online), Urban List, Escape (print and online), DestinAsian, Honeycombers, Bali Bible, Escape, and Luxurious Magazine, alongside long-lead editorial, podcast features, and regional press across Australia and Asia.
Hospitality events hosted within KU Atelier received consistently strong feedback from media and industry leaders, with particular praise for the storytelling, pacing, and intimacy of the experience.
