Ros Banksia-Smith
Creative Partner · Design & Brand
“True luxury is coherence — when purpose, people, and place speak the same language.”
Where creative authority meets operational intelligence.
Banksia Collective is a private advisory bringing property, hospitality and design into one room.
We work with owners, operators, and the principals who stand behind distinctive assets — quietly, at close range, on a small number of mandates.
The practice is designed to serve the asset and the people responsible for it — not the transaction.
Why Banksia Exists
Agents represent the listing. Banksia represents the asset and the people behind it.
Most luxury property is presented as a transaction. That framing misses the design intelligence, the operating story, and the intent of the people who built it.
We sit on the principal's side of the table — owner, buyer, developer, or operator — and work the position from there. The register stays small so the standard stays consistent.
The Partnership
Design and strategy, in one room.
Ros Banksia-Smith leads the creative and design intelligence. Jerome Fletcher leads strategy, structure, and operations. The practice is built on the way the two disciplines behave together on real assets.
Jerome Fletcher
Strategic Partner · Structure & Operations
“Structure turns vision into something people can trust, follow, and grow from.”
Selected Design Legacy — Ros Banksia-Smith
A body of design work carried into the practice.
Fellow, Design Institute of Australia. Advisory Board Member, Asia Design Communication Platform & Awards (AADA). Winner, Asia’s Best Hospitality Interior Design 2024 and Asia’s Best Retail Interior Design 2024 — AADA Awards.
Author of COURAGE — I Have Chosen Life and Life Has Chosen Me.
All projects listed above sit under the Selected Design Legacy — Ros Banksia-Smith. They pre-date Banksia Collective and are not represented as Banksia Collective engagements.
Jerome Fletcher — Strategic Practice
Strategy, structure, operations, and cross-border work.
Jerome works across strategy, structure, and operations for property, hospitality, and cross-border ventures. His historical leadership experience includes senior operational roles at the University of Southern California and the Keck School of Medicine, where he supported strategic planning and institutional operations at scale — a foundation carried into the way Banksia handles complex, multi-party mandates today.
The Banksia Name
The meaning behind the name.
Copy for this section is to be provided by the partners.
Principles
How the practice behaves.
- Clarity over decoration.
- Credibility over marketing.
- Trust over conversion pressure.
- Honest attribution.
- Confidentiality protected.
Selected Recognition
AADA Awards, 2024.
- Winner — Asia’s Best Hospitality Interior Design 2024 (AADA Awards)
- Winner — Asia’s Best Retail Interior Design 2024 (AADA Awards)
- Fellow — Design Institute of Australia
- Advisory Board Member — Asia Design Communication Platform & Awards
How We Work
How Banksia works.
Banksia is engaged privately. Each relationship begins with a conversation and progresses only when the brief is right for the asset and the people involved.
- 01
Introduction
A private conversation to understand the asset, the owner's position, and the intended outcome.
- 02
Strategic Review
Design, hospitality, commercial, and capital lenses applied to the brief — current position, upside, and how it should be presented.
- 03
Repositioning
Layout, FF&E, brand voice, and presentation refined so the asset reads as it should to the right principal or operator.
- 04
Discreet Introduction
Considered introductions to qualified principals, operators, and design partners. Always private. Never listed.
Human restoration and retreat programming may be developed in association with The Framework Hub.
Begin a Conversation
When the brief is right, we respond.
Every engagement begins with a private note. A partner will respond personally.