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Zentara Headquarters
Zentara Headquarters
South Tangerang City, Banten, Indonesia
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Zentara Headquarters
South Tangerang City, Banten, Indonesia
The Zentara Headquarters at BAIC Tower in Serpong, Tangerang, is a 550 sqm workplace designed by INSADA Integrated Design Team. The project explores the relationship between a highly technical security-oriented workplace and a more relaxed, hospitality-driven executive environment.
Established in 1990, INSADA is an Indonesian architecture and interior design practice with more than three decades of experience across corporate, commercial, hospitality, healthcare, residential, and mixed-use projects. For Zentara, this experience informed an interior strategy that considers technology, workplace performance, brand identity, and user experience as interconnected elements of the architectural environment.
Two Spatial Characters
The project is organized around two contrasting spatial identities.
The first is the operational core, comprising the reception, Security Operations Center (SOC), War Room, and private acoustic booths. These spaces adopt a futuristic visual language inspired by the landscape of Mars. Brushed metal, crimson surfaces, glass, and integrated lighting establish a precise and technologically driven atmosphere.
The second is the executive zone, conceived more like a private members’ club. Dark timber, marble, leather, textured fabrics, and warm ambient lighting create a significantly softer environment for executive meetings, dining, entertainment, and client hospitality.
Rather than separating these identities completely, the design establishes visual and material connections between them, allowing the workplace to transition progressively from high-intensity operational spaces to more intimate environments.
The Operational Core
The reception introduces the project’s Mars-inspired language through a large crimson feature wall incorporating a high-definition terrain graphic. A custom brushed-metal reception desk with integrated lighting sits against textured acoustic panels, while warm wood-grain flooring introduces a contrasting tactile quality.
The Security Operations Center forms the functional heart of the workplace. Custom angular command desks are arranged to optimize sightlines toward the main video wall, while a large diffused ceiling plane provides controlled ambient illumination suitable for prolonged screen-based work.
Timber framing around the ceiling light introduces warmth into an otherwise technical environment. Full-height glass partitions maintain visual connections between the SOC and adjacent meeting spaces while providing acoustic separation.
The adjacent War Room provides a more formal setting for strategic discussions. A substantial timber conference table, integrated power and connectivity, and high-backed leather seating establish a focused meeting environment. Its transparent relationship with the SOC reinforces the connection between strategic decision-making and day-to-day security operations.
Private acoustic booths provide an alternative workspace for calls and focused communication. Red acoustic fabric, integrated desks, and ergonomic seating continue the project's visual language while addressing the practical acoustic requirements of an active workplace.
The Executive Environment
A deliberate change in atmosphere occurs as the workplace transitions toward the executive lounge.
The lounge takes its cues from hospitality interiors rather than conventional corporate offices. A backlit marble bar forms the focal point, complemented by warm timber, leather seating, and integrated display cabinetry.
Above, a dark coffered ceiling incorporates mirror elements and concealed perimeter lighting. The combination of layered lighting, reflective surfaces, and darker materials creates a more intimate atmosphere and establishes a clear distinction from the brighter operational areas.
Deep leather sofas, textured armchairs, and stone coffee tables provide a relaxed setting for informal meetings and social interaction. The space can therefore function as both an executive retreat and a hospitality environment for clients and business partners.
The private executive suite continues this language through custom timber ceilings, acoustic wall treatments, integrated audio equipment, and a large white marble table capable of functioning as both a dining and meeting surface.
Materiality as a Connector
Material selection plays an important role in connecting the project's contrasting environments.
Metal, glass, crimson surfaces, and integrated lighting establish the technological character of the operational areas, while timber, marble, leather, and warm illumination introduce a more tactile and residential quality in the executive spaces.
These materials are not used simply as decorative finishes. They help define different levels of activity, privacy, and atmosphere throughout the workplace.
The resulting interior avoids a single, uniform corporate aesthetic. Instead, the office becomes a sequence of environments, each responding to a specific operational or social function while maintaining a coherent overall identity.
A Workplace Between Technology and Hospitality
The Zentara Headquarters demonstrates how a specialized workplace can accommodate highly technical operations while still providing spaces centered around comfort, hospitality, and human interaction.
The project’s primary design strategy is therefore not the pursuit of a single visual identity, but the creation of spatial contrast. The intensity of the SOC and War Room is balanced by the warmth of the executive lounge, while visual connections, consistent detailing, and material transitions maintain continuity throughout the office.
For INSADA, the project represents an approach to contemporary workplace design in which technology, brand identity, functionality, and human experience are treated as equally important components of the interior architecture.
The result is a workplace that reflects Zentara’s identity as a technology and security-focused company while providing an environment capable of supporting focused operations, executive decision-making, collaboration, and hospitality.
Established in 1990, INSADA is an Indonesian architecture and interior design practice with more than three decades of experience across corporate, commercial, hospitality, healthcare, residential, and mixed-use projects. For Zentara, this experience informed an interior strategy that considers technology, workplace performance, brand identity, and user experience as interconnected elements of the architectural environment.
Two Spatial Characters
The project is organized around two contrasting spatial identities.
The first is the operational core, comprising the reception, Security Operations Center (SOC), War Room, and private acoustic booths. These spaces adopt a futuristic visual language inspired by the landscape of Mars. Brushed metal, crimson surfaces, glass, and integrated lighting establish a precise and technologically driven atmosphere.
The second is the executive zone, conceived more like a private members’ club. Dark timber, marble, leather, textured fabrics, and warm ambient lighting create a significantly softer environment for executive meetings, dining, entertainment, and client hospitality.
Rather than separating these identities completely, the design establishes visual and material connections between them, allowing the workplace to transition progressively from high-intensity operational spaces to more intimate environments.
The Operational Core
The reception introduces the project’s Mars-inspired language through a large crimson feature wall incorporating a high-definition terrain graphic. A custom brushed-metal reception desk with integrated lighting sits against textured acoustic panels, while warm wood-grain flooring introduces a contrasting tactile quality.
The Security Operations Center forms the functional heart of the workplace. Custom angular command desks are arranged to optimize sightlines toward the main video wall, while a large diffused ceiling plane provides controlled ambient illumination suitable for prolonged screen-based work.
Timber framing around the ceiling light introduces warmth into an otherwise technical environment. Full-height glass partitions maintain visual connections between the SOC and adjacent meeting spaces while providing acoustic separation.
The adjacent War Room provides a more formal setting for strategic discussions. A substantial timber conference table, integrated power and connectivity, and high-backed leather seating establish a focused meeting environment. Its transparent relationship with the SOC reinforces the connection between strategic decision-making and day-to-day security operations.
Private acoustic booths provide an alternative workspace for calls and focused communication. Red acoustic fabric, integrated desks, and ergonomic seating continue the project's visual language while addressing the practical acoustic requirements of an active workplace.
The Executive Environment
A deliberate change in atmosphere occurs as the workplace transitions toward the executive lounge.
The lounge takes its cues from hospitality interiors rather than conventional corporate offices. A backlit marble bar forms the focal point, complemented by warm timber, leather seating, and integrated display cabinetry.
Above, a dark coffered ceiling incorporates mirror elements and concealed perimeter lighting. The combination of layered lighting, reflective surfaces, and darker materials creates a more intimate atmosphere and establishes a clear distinction from the brighter operational areas.
Deep leather sofas, textured armchairs, and stone coffee tables provide a relaxed setting for informal meetings and social interaction. The space can therefore function as both an executive retreat and a hospitality environment for clients and business partners.
The private executive suite continues this language through custom timber ceilings, acoustic wall treatments, integrated audio equipment, and a large white marble table capable of functioning as both a dining and meeting surface.
Materiality as a Connector
Material selection plays an important role in connecting the project's contrasting environments.
Metal, glass, crimson surfaces, and integrated lighting establish the technological character of the operational areas, while timber, marble, leather, and warm illumination introduce a more tactile and residential quality in the executive spaces.
These materials are not used simply as decorative finishes. They help define different levels of activity, privacy, and atmosphere throughout the workplace.
The resulting interior avoids a single, uniform corporate aesthetic. Instead, the office becomes a sequence of environments, each responding to a specific operational or social function while maintaining a coherent overall identity.
A Workplace Between Technology and Hospitality
The Zentara Headquarters demonstrates how a specialized workplace can accommodate highly technical operations while still providing spaces centered around comfort, hospitality, and human interaction.
The project’s primary design strategy is therefore not the pursuit of a single visual identity, but the creation of spatial contrast. The intensity of the SOC and War Room is balanced by the warmth of the executive lounge, while visual connections, consistent detailing, and material transitions maintain continuity throughout the office.
For INSADA, the project represents an approach to contemporary workplace design in which technology, brand identity, functionality, and human experience are treated as equally important components of the interior architecture.
The result is a workplace that reflects Zentara’s identity as a technology and security-focused company while providing an environment capable of supporting focused operations, executive decision-making, collaboration, and hospitality.
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