We make each moment matter. We care about what matters.
For eight years, LUX* had been a single brand company. Based in Mauritius, they had grown an incredible group of luxury resorts across the world. When we created SALT for the same management group, calling the group the name of one hotel in its now growing portfolio no longer worked. The management company was moving from Mauritius to Singapore. Change was happening. But what was the group growing into? What was it going to be called? What were its values? And how did we embed change across the business to make everyone own it?
Define the new management company that would operate a portfolio of brands, including LUX*, SALT, Tamassa and SOCIO. One that would represent the hotel brands it operated and give those at group level a purpose and a set of values that were true to what they delivered every day.
LUX* Resorts and Hotels brand had built a global reputation for disrupting expectations of the resort experience. They had done this with innovative thinking and curating and caring about the tiniest details. Their global expansion and the quality of properties they manage reflected their success. We wanted to take what they had achieved in LUX* and build on it. So, we created The Lux Collective – a group that truly understands the level of detail needed to make each moment matter for guests. But also, a group that is committed to operating in a considered, respectful manner and mindful of its contribution to future generations.
Group strategy | Naming | Workshop facilitation