A Boulevard of Green Township
Altea Boulevard is a 75-hectare township in Cibubur designed around the balance between urban living and natural surroundings. With 27% of its land dedicated to green areas, the development reflects a long-term commitment to sustainable planning and community wellbeing. Newman translated this vision into a cohesive signage system for the Marketing Village that guides and elevates the surrounding environment.
Client
PT Ruby Karya Sejahtera (Astraland)
Status
Completed – 2024
Discipline
Signage & Placemaking
Location
Cibubur, Indonesia
We began with a strategic approach to signage placement, followed by concept development and detailed shop drawing preparation. The system spans multiple areas within the township — from exterior identification and wayfinding across the Altea Complex and Rivara Cluster, to interior and exterior signage within the Marketing Gallery and Show Houses.
Afterwards, the process continued with an architectural reading. The buildings carry a composed rhythm of earthy palettes and precise lines, creating a structured yet welcoming atmosphere.
From this foundation, the signage adopts a squarish geometry that mirrors the development’s architectural composition. Clean edges and subtle linear details reinforce the calm structure present throughout the space.
Materiality plays a defining role in maintaining cohesion. Exterior signage combines beige-toned granite with stainless steel finished in champagne gold. To tie the brand identity into the spatial experience, a leaf pattern derived from the Altea logo is subtly embedded across selected surfaces.
At the lower-level ID, exterior markers, and marketing village outdoor signage, a front-lit system was applied to ensure visibility from a distance. The illumination enhances legibility while allowing the forms to stand out clearly within the environment — especially during evening hours — without overpowering the architectural character.
Unlike the exterior signage, the interior of the Marketing Village required a subtler response. Here, Newman introduced a backlit signage system. The illumination is softer and more controlled, allowing each element to remain distinct without interfering with indoor activities. The result is a signage presence that stands out with clarity, yet settles comfortably within the interior environment.
Spanning exterior wayfinding for the Altea Complex and Rivara Cluster, as well as interior and exterior signage for the Marketing Gallery and Show Houses, the system responds to varied spatial conditions while maintaining a unified visual language.
Through consistent form, proportion, and material alignment, the signage becomes an architectural extension — guiding movement, reinforcing identity, and completing the spatial narrative of Altea Boulevard.
