SofeaRose
A proposed hospitality expression inspired by the Malaysian fashion house’s craft, culture, quiet elegance and nature-led design language.
Coming soon
Immersa Group Berhad · Kuala Lumpur
Creating worlds.
Crafting experiences.
A portfolio of distinctive dining destinations rooted in the spirit of Malaysia.
DiscoverThe Group
01Hospitality becomes unforgettable when every detail belongs to the story.
Immersa Group creates thematic restaurant concepts where cuisine, atmosphere and service move as one. From Kuala Lumpur, we shape destinations designed to be felt, remembered and returned to — and we transform underused land into worlds that honour what already grows there.
Our approach
Concept. Place. Taste. Theatre.
Our Portfolio
Five elements.
Infinite worlds.
Each Immersa concept begins with a force of nature, interpreted through taste, atmosphere and human connection.
01
Trees
02
Earth
03
Space
04
Fire
05
Water
Smoked Kingdom
A premium smoked-beef barbecue experience grounded in the patient craft of slow-cooked, pit-smoked meats.
Skydinning 118
A rooftop dining experience across Levels 15 and 16 of Wangsa 118, framed by open sky and panoramic Kuala Lumpur views.
ASAP & SOUL
An open-air campfire barbecue experience where guests gather around the flame and grill shared selections together.
To Be Revealed
A new world is taking shape through fluidity, reflection and movement. The next Immersa experience is coming soon.
Coming soonCase Studies
03Loading site plan
Case Study 01 · Fire
ASAP & SOUL — Kuala Ampang
At 17, Jalan Ampang Ulu 3, ASAP & SOUL turns an urban outdoor setting into a relaxed, late-night campfire barbecue experience built around gathering and live flame.
Outdoor setting
Open-air seating, gravel ground, warm hanging lights and sheltered areas create the easy atmosphere of a campfire gathering within the city.
Natural inspiration
Fire shapes the setting and the meal: glowing grills, smoke and open heat translate the elemental idea into a direct, social dining ritual.
Guest experience
Guests grill their own selections around the fire, choosing from barbecue sets and à la carte dishes designed for groups, conversation and late-night dining.
Asset transformation
The plan demonstrates Immersa’s light-touch approach: retain the open ground, organise dining beneath a light canopy, and use fire courts and planting to define the experience.
Further case studies — SofeaRose, Smoked Kingdom and Skydinning 118 — will be published as each world is documented.
Asset Transformation
Underused land holds worlds waiting to be awakened.
Through strategic partnerships, we take underused land and transform it into open-air dining worlds shaped by its natural elements — living rooms beneath the trees and sky. We build lightly, so the beauty already there is never lost, only announced.
01
Partner
We align with landowners and strategic partners who see the potential in what stands idle.
02
Read the land
We study the trees, water, terrain and light that already define the place.
03
Awaken
We craft an elemental world that amplifies the site's natural character instead of replacing it.
A case in imagination
Where great trees stand, we do not clear them — we light them. A canopy of lanterns suspended through the branches turns an overlooked grove into a declared wonder.
Our Philosophy
04We don’t simply design restaurants. We choreograph how a place makes you feel.
01
Story first
Every destination begins with a clear narrative that guides each choice.
02
All the senses
Food, light, sound and texture come together as one considered experience.
03
Rooted in place
Our Malaysian perspective gives every world its distinctive sense of belonging.
Enter our world