As the first voco hotel in East Malaysia, voco Kuching repositions a familiar city property as a more contemporary destination for both travellers and locals.

LEVELS developed the F&B strategy, concepts, branding, and collateral for two of the hotel’s key venues: LUMA and AM/PM. The ambition was simple: create outlets with enough character to stand on their own, rather than relying on the hotel above them.

LUMA is the hotel’s signature all-day dining restaurant, shaped around the story of a Kuching local returning home after travelling the world. Global influences are filtered through Sarawakian ingredients, flavours, and hospitality, with a series of open kitchens bringing energy and theatre into the dining room. Its most playful feature is “Noodles on Tap”, a custom broth-dispensing system allowing freshly prepared broths to be dispensed through a draft system that brings both efficiency and a sense of playfulness to the dining room.

AM/PM takes a different approach. By day, it is a relaxed third-wave café designed for meetings, coffee runs, and casual catch-ups. By night, it shifts into a discreet cocktail lounge with a more intimate mood. One venue, two personalities, and a reason to return after dark.

Together, the concepts give voco Kuching a food and beverage identity that feels connected to the city, commercially relevant, and distinctly its own.