As part of the recently launched campaign in Indonesia, whisky brand The Singleton held an event titled “Unlearn the Rules.” Leon Gunawan, the entrepreneur behind De La House was the host and shared the key successes of the space that offers a hybrid hang out spot concept that raises the bar in the hospitality industry.
Leon Gunawan noted that he is constantly in search of the next best thing. Not entirely satisfied when he finds it, he continues exploring uncharted areas (or “unlearned” areas) to expand his business. The successful entrepreneur owns some of the city’s popular hang out spots including Parc19, Leon, Goldstein, Twenty-Fifth and Roosevelt, as well as a radio station and a number of musical events
“Unlearning the Rules requires a certain will to dismiss the normal ways of doing things, different to what we have learned, opening up a world of opportunities for our personal journey. It takes courage to question the conventional ways of everything we have learned and be open to the possibilities in one’s path,” Gunawan said.
De La House also plans to establish a lifestyle establishment that combines entertainment with sports. In the future, the “Unlearned” Session which integrates the brand’s global campaign “Unapologetically Enjoyed” will features a number of creative personalities such as Max Mandias from Burgreens, William Utomo, the founder of IDN Times, Nadya ‘Nadcil’ Nattassya and others. The Singleton also encourages its consumers to experiment and discovering the flavour of Single Malt Scotch Whisky, by mixing it with new flavours and letting go of convention.