Michelin Stars sparkle atop Bangkok’s ‘vertical’ resort

Digital Marketing / Website / Film Production

Few settings are more glamorous than the world’s highest open-air bar. ‘Sky Bar’ feels like a movie set because it was: key scenes from Hollywood’s Hangover 2 were filmed 63-storeys up atop Bangkok’s ‘lebua at State Tower’, a unique collection of luxury suites, 5-star bars, exclusive clubs, and Michelin-starred restaurants. 

There you’ll see the city’s skyline glittering, world travellers mingling, and the haute monde of the Thai capital dancing, drinking, and dining beneath the stars. By any standard of travel luxury, the energy at lebua is as thrilling as its soaring vertical layout. 

On one floor you can watch a 3-star Michelin Chef performing epicurean magic; on another you can sip from a crystal flute in a champagne bar with exclusive labels found nowhere else in Asia. A floor below, a whiskey bar features lebua’s own patiently aged vintage. And so it goes floor-by-floor, venue-by-venue, a total of thirteen elegant and romantic settings adding up to the World Travel Awards’ ‘Asia Leading Luxury All-Suite Hotel’ four years running.

The Challenge

Wallop was invited to solve two challenges for lebua: first, establish it as a local prestige venue for Bangkok’s local glitterati and second, make it a global destination for luxury tourists.

We responded by asking, ‘could experiential dining options be leveraged to fill lebua’s luxury suites’? Could Michelin-starred restaurants find a local audience in a city of 7 million people that boasts 11,000 restaurants


The website had to reflect the higher levels of affluence needed to draw international guests and dining connoisseurs. lebua was a venue where the brightest of dreams come true yet the website’s imagery was selectively dark and dated. The ‘thrills’ which targeted foreign and local ‘dreamers’ needed greater amplification. More direct international bookings for luxury suites was a key objective, as were greater restaurant reservations from Bangkok high-lifers. How then to pull the world’s most affluent customers through its lustrous brass doors? How to situate its restaurants to compete with the best in the world?