This project originates from a prestigious design competition held by Universitas Brawijaya, aimed at developing a comprehensive Hotel and Business Center Complex. The core spirit of the design initiative is to cultivate an entrepreneurial spirit, sharpen practical skills, and bridge the gap between academic theory and real-world business practice for the Universitas Brawijaya (UB) community. Crucially, the final design for the Hotel and Business Center Area is mandated to function as a Revenue Generating Activity (RGA), aligning with UB's broader vision, mission, and business unit plan. This orientation focuses on meeting the demand for dedicated spaces encompassing business operations, student accommodation, MICE (Meeting, Incentive, Convention, and Exhibition) facilities, and hospitality/tourism accommodations, all within the strategic location of the Universitas Brawijaya Campus on Jalan Veteran, Malang.

The proposed design, named Purwa Arga, is deeply rooted in Brawijayan values—fostering life, nurturing potential, maintaining harmony, and perpetuating culture. The project site is substantial, encompassing approximately 4,915 m² dedicated to the hotel and an additional 18,130 m² for the broader business area, which includes store areas, an auditorium, and both male and female student housing. The total planned floor area for the entire complex is an impressive 93,820m². This significant development translates the Javanese philosophy of gemah ripah loh jinawi, toto tentrem kerto raharjo (a prosperous, fertile, and peaceful land with orderly, balanced, and sustainable governance) into an architectural language that is structured, balanced, and enduring.

Architecturally, Purwa Arga's design draws inspiration from its context and local heritage. The site's location in the southeast of the main campus area symbolizes renewal, which is reflected in the building's massing that harmonizes with the rhythm of the surrounding mountains. The primary design technique utilizes a stacking and interlocking construction method, directly inspired by the ancient architecture of Javanese kingdoms. By seamlessly integrating local values, the natural context, and a form developed from traditional Javanese spatial philosophy, Purwa Arga aims to create a holistic learning and business environment. It is designed to be a sustainable and integral space where life can flourish comprehensively, supporting both the educational and entrepreneurial goals of the Universitas Brawijaya community.