22/07/2025
“Life is not meant to be ordinary.”
Meet Alex Stellar — designer and creative strategist shaping the aesthetic and depth of SŌZŌ.
We spoke with Alex about how he joined the team, what SŌZŌ means to him, and the kind of reality we’re building together.
- Hi Alex, tell us — how did you become part of the SŌZŌ team?
Two years ago, I came to Bali for the first time, preparing for a trek around Annapurna.
I already knew Katya and her project, YourTop, through Instagram. We were both living in Ubud. One day, she invited me over — and that’s when we realized how much we had in common.
At some point, she shared her idea: to create a place where people can live through the best moments of their lives.
It deeply resonated with me — perfectly aligned with my life philosophy.
We decided the time had come to bring this ambitious project to life. The right people and resources were already around us.
- What makes SŌZŌ unique?
The people.
Behind every project and product are human beings. It’s the synergy of their qualities, experience, and mindset that crystallizes into physical form.
SŌZŌ is built by people with a unique vision.
We’re shaping a reality we want to live in ourselves — one without compromises in comfort, simplicity, care. Everything is focused on the quality of human experience and deep personal growth.
This project raises the bar for what comfort, hospitality, and multidimensional development can be.
From architecture to atmosphere, every element supports holistic growth. Even the land itself helps — here, you’re literally standing in balance between two archetypal forces: fire and water.
That returns you to yourself.
To a state of stillness — where true growth begins.
- What does SŌZŌ mean to you personally?
It’s a chance to create what others haven’t dared to imagine.
SŌZŌ is a meeting point of industries and philosophies — all designed to help people feel what it’s like to live in full abundance and pleasure.
Life is not meant to be ordinary.
People get used to what surrounds them — the objects, the spaces.
We want to change that.
Every space, every person, every event can become a vivid experience that stays with you and calls you back again and again.
- What do you want someone to feel when they first walk into SŌZŌ?
I want them to feel the care and attention we’ve put into every centimeter of this place — every surface, every interaction.
And I want each guest to leave as someone new.
More alive. More real.
- What’s the philosophy behind SŌZŌ’s design?
The core idea is for design to be a quiet companion in everyday life.
We aim for our guests to feel wonder even in the simplest moments.
Every sensory layer — smell, air temperature, lighting — is part of that.
All of it plays a key role in the memories people take with them.
You’ve worked with global brands. How is it different to build something with soul?
Even in corporate settings, I’ve always tried to create with soul — I guess I just don’t know how to do it any other way.
In big companies, you're bound by vertical structures and strict protocols. In theory, they improve efficiency. But in the creative world, they often get in the way.
- Is there a design detail that feels especially meaningful to you?
A lot of brands compete by making design louder — more eye-catching — to stand out.
In that race, they often lose sight of what matters: design stops being a helper to the human.
For me, good design is the one you don’t notice, but you feel it’s helping.
Helping you do things easier, faster, more intuitively.
It could be something simple — opening a door, turning on a light or faucet.
It might sound strange, but my favorite design detail is the one that feels like it’s not even there.
