The Lux Collective launches new global LUX* campaign Life Extraordinary
07 November 2022
The Lux Collective announces the launch of new global LUX* campaign Life Extraordinary - for its flagship brand LUX*.
“We have partnered with leading brand and experience design consultancy Matter of Form to create a strategic, awareness-driving campaign to permeate the unique LUX* brand positioning globally across channels. We believe that time is luxury and every precious moment is worth celebrating. Whether on the beach, in the city or in secluded nature, LUX* transforms the everyday into the extraordinary through elevated shining service, beautifully designed spaces and by delivering on carefully crafted escapes,” said Mr Julian Hagger, Executive Vice President of The Lux Collective.
At the heart of its purpose, The Lux Collective makes each moment matter and cares about what matters. With award-winning resorts, LUX* is designed on the promise of a different kind of luxury – to excite and delight – from retro-style ice cream parlours, tailor-made LUX* ME Spa and wellness sessions, fine-dining to a magical tree of wishes, junk art galleries and impromptu on-the-beach film screenings.
Mr Anant Sharma, Chief Executive Officer of Matter Of Form said "We are privileged to work with LUX*. During our time at the LUX* properties in Maldives and Mauritius, we were struck by their exceptional service culture, incredible locations and outstanding resorts. Translating the essence of this global portfolio into comms, digital and content in a way that does justice to the physical experience requires finely-tuned creative, driven by big, bold thinking.”
The Life Extraordinary campaign depicts tasteful, modern style of luxury and includes new broadcast video and print advertisements, social, digital and content marketing initiatives. The campaign activity will be further amplified through key partnerships globally and the roll-out of its very own LUX* Magazine entitled Life Extraordinary with inspirations to help LUX* aficionados celebrate life.
A naturalistic campaign that breaks conventional codes of advertising with a less-is-more emotive approach, the creatives taken at different resort destinations highlight each location’s distinctiveness, with their own tailored creative assets. In addition, it conveys the diversity of guests and unique experiences that LUX* provides.
At LUX* Grand Baie in Mauritius, the resort campaign story is about three friends reuniting after years apart. Tapping into the prior anticipation, long-awaited reconnection and the sense of belonging with truly close friends, this creative celebrates the beauty and joy friendship can bring. Magnified by magnificent surroundings.
Located on one of the island’s most coveted beaches of the north, LUX* Grand Baie offers a spectacular setting with the promise of a modern take on luxury paired with extraordinary experiences. Positioned as the best luxury resort in Mauritius, it is the global winner of Robb Report Annual Best of the Best Awards - The Best In Travel for Island Getaway, just six months after newly opened last December.
Accentuating the natural landscape, the resort is born out of the passion and collaboration with multi-award winning British interior designer Kelly Hoppen CBE, and Mauritian architect Jean-Francois Adam. It offers sophisticated beachside living, with exciting dining concepts particularly at Beach Rogue - LUX* signature beach club concept and the eye-catching Ai KISU which offers the best-in-class Asian cuisine with an open kitchen, state-of-the-art fitness and hydrothermal wellness facilities, LUX* ME spa and hammam treatments as well as unique Mauritian experiences for discovery.
At LUX* Le Morne, guests are invited to lose track of time, alone or with another. Showcasing a solo traveller exploring Mauritian mountains, waters and forests alongside a fellow guest, the creative celebrates chance encounters and the beauty of independent exploration. Reconnecting with oneself while fostering new ones.
The beachfront resort LUX* Le Morne embodies contemporary island lifestyle paired with immersive experiences - curated for mindful luxury travellers. Situated at the foot of Le Morne mountain (UNESCO Heritage Site) and 15 minutes’ from Black River Gorges, it is close to some best hiking trails, with exclusive access to the most sought-after sunset spots and lagoons.
At LUX* South Ari Atoll, it introduces the Maldivian oasis designed to house unobstructed extraordinary connection. The creative centres on a busy father and young daughter, each looking for kindred moments that seem just out of reach. Throughout their stay, unmet glances become eventual embraces – their shared joy.
With stylish overwater villas built on stilts, the luxurious LUX* South Ari Atoll in the Maldives features a variety of fun-filled activities with modern soul. They include jetty bicycle rides, swimming alongside whale sharks, a culinary adventure at its eight restaurants, each featuring LUX*’s Keen on Green wholesome vegan cuisine, and partaking in marine conservation.
Travel is one of life’s great pleasures. The specially curated LUX* Magazine aims to enrich the mind as well as highlight the beauty and collective consciousness of wellbeing and sustainability as the way forward for travel. From relevant reflections of life’s purpose, what ignites passion by known personalities, it includes lifestyle trends stories of “Go Lightly” to protect the earth to culinary features on “The Rise of The Sober Curious”. Additionally, there is an exclusive booklet - Extraordinary Experiences which guests can partake in breathtaking adventures as they journey around the world with LUX*.
Discover more at www.luxresorts.com.
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Re-opening 1 October 2023:
LUX* Belle Mare, Mauritius
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The Lux Collective signs the First Hotel Management Agreement in East Africa
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LUX* Grand Baie and LUX* South Ari Atoll join the prestigious Virtuoso luxury network
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The Lux Collective leads the way in Sustainability Leadership
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LUX* Grand Baie awarded the prestigious 5-Star Luxury Accreditation
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LUX* Grand Gaube voted “The Most Instagrammable Hotel in the World” for 2023
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The Lux Collective receives six Forbes Travel Guide 2023 Star Awards
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Guinness World Record for the Longest Underwater Kiss sets new mark at LUX* South Ari Atoll in the Maldives
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Celebrate This Festivity in Mauritius with The Lux Collective
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LUX* makes its entry into the world of NFTs
This festive season, in line with the launch of the new global LUX* campaign Life Extraordinary, The Lux Collective presents the very first NFT (Non-Fungible Token) brand activation – LUX* Christmas Collectible Raffle. With innovation in its DNA, the Group aims to elevate the unique LUX* brand positioning globally across channels, now including the web3 platform (also known as Web 3.0 - a new iteration of the World Wide Web).
Dynamic Expansion For LUX*
Looking to 2023 and beyond, The Lux Collective has revealed four innovative projects for its luxury flagship brand LUX*. Travellers seeking rich cultural heritage and scenic settings can explore the desert of Sharjah with a duo of openings, LUX* Al Jabal and LUX* Al Bridi. Those seeking a new-kind of island life can uncover the jungle-draped coastlines of LUXNAM* Phu Quoc in Vietnam while, for those looking to learn about the art de vivre, LUX* Marseillan in southern France will offer guests a beachfront vineyard getaway with panoramic views of the Mediterranean.
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In celebration of tropical wanderlust, conscious contemporary lifestyle brand DIARRABLU partners with LUX* South Ari Atoll in the Maldives to present a Resort ‘23 collection named “FILUN” (Maldivian for “escape”) inspired by the island’s vibrant colours and warm culture.
LUX* Grand Gaube elevates as a wellness destination resort
LUX* Grand Gaube elevates its wellness experience with the launch of its Wellness Junior Suites on November 1, 2022. An assortment of health-focused perks and amenities await guests in the Wellness Junior Suite, to enhance the body, mind, and nutritional well-being. With an integrated wellness programme, the modern room category provides a holistic setting for serenity and calm.
LUX* Grand Gaube Celebrates Multiple Wins In October 2022
October is a month of celebrations for LUX* Grand Gaube – a retro-chic tropical resort of The Lux Collective. With a series of global recognitions by coveted titles and industry partners, the property reinforces its position as a top leading resort in Mauritius, offering extraordinary experiences to its guests.
LUX* South Ari Atoll shines with numerous awards this October
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The Lux Collective receives five remarkable wins for Indian Ocean in Conde Nast Traveller Readers’ Choice Awards 2022
The Lux Collective is delighted to announce that LUX* Grand Gaube, LUX* Le Morne, LUX* South Ari Atoll, LUX* Belle Mare and SALT of Palmar have been voted The Best Resorts In The World for Indian Ocean in the coveted annual Conde Nast Traveller Readers’ Choice Awards.
The Lux Collective Signs First Southeast Asia Hotel Management Agreement in Vietnam
Global hospitality group The Lux Collective and P Q Hai Quoc Joint Stock Company have signed a hotel management agreement to build a luxury overwater resort under the LUX* Resorts & Hotels brand on the island of Phu Quoc, Vietnam. Named LUXNAM* Phu Quoc, the resort is set in one of Asia’s most sought-after destinations and is expected to open in late 2024.
LUX* South Ari Atoll elevates wellbeing experience with latest Technogym training programmes
Highlighting the signature LUX* ME concept, a holistic approach to wellbeing, LUX* South Ari Atoll celebrates its new partnership with Technogym, the leading provider of fitness experiences, and launches the latest advanced fitness equipment.
The Lux Collective signs first Guangzhou Hotel Management Agreement
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LUX* South Ari Atoll brings its culinary and F&B team to new heights
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LUX* South Ari Atoll Welcomes The World’s First Solar-Powered Vessel
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LUX* Le Morne scoops up “Platinum ECOsmart Venue” Greengage Certification
LUX* Le Morne, which has been setting itself apart for its high environmental standards and approach to sustainable tourism, has added yet another green feather to its cap this June. The resort secured the “ Platinum ECOsmart” accreditation by Greengage Solutions, an independent sustainability and environmental auditor.
LUX* Resorts & Hotels Raise Awareness for Food Waste in Mauritius
This Stop Food Waste Day on 28 April, LUX* Le Morne and LUX* Belle Mare are taking their food waste fight one step further by organising a series of zero waste workshops and activities every day between 24 and 30 April that aims to educate and inform guests on how they can reduce food waste whilst on vacation and even long after their holiday tan has faded.
LUX* South Ari Atoll is Calling for Ed-Ventures
Maldives is no longer a destination for honeymoon and weddings only. LUX* South Ari Atoll, located in a magnificent preserved marine area, opens doors to a world of educational adventures for travellers of all ages and interests. Guests are invited to stay, play, and learn to take home not only happy memories but great lifestyle tips and family fun ideas.
LUX* Le Morne: sensitising the youth to a sustainable lifestyle
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LUX* Belle Mare embraces The PLEDGE™ on Food Waste Certification
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Mindful Weddings with LUX* Resorts & Hotels
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LUX* Le Morne earns the highest distinction for its fight against food waste: The Pledge all Star
Following an intensive six-month training on the management and optimisation of food waste, LUX* Le Morne is proud to have been awarded “The Pledge All Star”, the highest distinction of the international certification “The Pledge on Food Waste.”
Introducing the new LUX* Grand Baie in Mauritius: Innovative Elegance by Kelly Hoppen and Jean-Francois Adam
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The Lux Collective Embraces the Keen on Green Concept this Veganuary
Vegans, vegetarians or reducetarians on vacation do not have to limit their diets to salads whilst at LUX* Resorts & Hotels, SALT and Tamassa. This Veganuary, all restaurants operating in the three hospitality brands under The Lux Collective’s umbrella launched their Keen on Green concept that everyone (regardless of dietary preference) will love.
LUX* South Ari Atoll Resort & Villas Contributes to Local NGO Maldives Whale Shark Research Programme
LUX* South Ari Atoll Resort & Villas rounded off the year by celebrating its community initiative with a donation of USD10,092 (€8,700) to a local non-profit organization and long term partner, Maldives Whale Shark Research Programme (MWSRP). The donation was raised in October 2021 in conjunction with LUX* Resorts & Hotels’ 10th anniversary, where a 10-night stay was auctioned off to the highest bidder.
Now Open: LUX* Grand Baie Resort & Residences Welcomes Guests for the Festive Season
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The Lux Collective and Sharjah Investment and Development Authority Announce Two Upcoming Projects in the United Arab Emirates
The Lux Collective, a luxury hospitality management company headquartered in Singapore, and Sharjah Investment and Development Authority (Shurooq) announced plans for two new innovative hospitality projects in the United Arab Emirates.
LUX* Le Morne Resort: Reopening after an inspiring transformation on the 1st of September 2021
After 17 months of closure due to renovations and Covid-19, LUX* Le Morne Resort, the jewel on the south coast of Mauritius, part of LUX* Resorts & Hotels group, unveils a completely fresh perspective with minimalist elegance and refined interiors, deeply inspired by the destination. The romantic beachfront resort embodies the perfect chic contemporary island lifestyle and boasts immersive and inspiring experiences.
The Lux Collective Launches First-Ever Podcast Series “The Spirit of Lux”
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LUX* Grand Gaube Resort & Villas Launches All-Inclusive Experiences to Celebrate the Reopening of Mauritius from 15 July 2021
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LUX* South Ari Atoll Resort & Villas announces a Spiritual Retreat - Spirit of the Sea with Lee Wellness
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Opening 1 November 2021: LUX* Grand Baie Resort & Residences in Mauritius. LUX* Resorts & Hotels new flagship property will offer sophisticated beachside living for the modern, discerning traveller
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LUX* South Ari Atoll Resort & Villas celebrates all-encompassing love this Valentine’s Day
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LUX* Chongzuo, Guangxi Resort & Villas provides guests with a slice of heaven between China and Vietnam
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This festive season, celebrate with LUX* Resorts & Hotels in Mauritius
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LUX* South Ari Atoll Resort & Villas wins British Airways Customer Excellence Award 2019
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LUX* Resorts & Hotels launches unique Collectable Experiences
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Join LUX* Resorts & Hotels in showing appreciation for our healthcare heroes
Being housebound for months have undoubtedly given us a fresh perspective on how we live and a greater appreciation for what we have. LUX* Resorts & Hotels will join Mauritius in showing appreciation to our Healthcare Heroes for their care and support whilst working tirelessly round-the-clock during these challenging months with a two-night complimentary holiday in LUX* Belle Mare Resort & Villas, LUX* Grand Gaube Resort & Villas or LUX* Le Morne Resort.
The Lux Collective to Unveil New Flagship Property in Mauritius, LUX* Grand Baie Resort & Residences, Opening Second Quarter of 2021
Hospitality trailblazer The Lux Collective has announced plans for its newest property, LUX* Grand Baie Resort & Residences. The hotel will open in Mauritius in the second quarter of 2021 and will become the flagship property for the group’s much-loved brand LUX* Resorts & Hotels.
LUX* Le Morne reunites Mauritian hotels to combat food wastage
On Friday 25 January, more than 120 hotel representatives and entrepreneurs have gathered at LUX* Le Morne to attend the “Zero Food Waste Forum”, which is dedicated to hotels in Mauritius. For this first edition, LUX* Le Morne has collaborated with FoodWise, an NGO in Mauritius dedicated to rescuing fresh surplus food, in order to raise consciousness on the impact of food waste and to educate hotels on how to use their food surpluses more wisely and effectively.
Elise Tsikis imagines a capsule collection for LUX* Resorts & Hotels
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LUX* South Ari Atoll announces Green Globe Certification
LUX* Resorts is pleased to announce their luxury Maldivian resort LUX* South Ari Atoll has recently been awarded the Green Globe certification. Green Globe assesses the sustainability performance of the travel and tourism industry, and therefore highlights LUX* South Ari Atoll’s continued dedication to their sustainable development strategy.
LUX* Grand Gaube's wildly creative LUX* Me Concept gathers all of 2018's new wellness trends under one roof
The Global Wellness Summit’s 2018 trends report proclaims 2018 a “new era of transformative travel.” As travellers shift from experiential to transformative travel, hotel chains are deploying wildly creative offers to capture a segment of the Wellness Tourism’s $536b market (the global Wellness industry is estimated at $3.72 trillion.) LUX* Grand Gaube is no exception to the rule. The newly revamped retro-chic tropical retreat offers an all-encompassing wellness offer under one roof - LUX* Me.
LUX* South Ari Atoll announces exclusive offer to celebrate its annual Underwater Festival
When it comes to getting up-close to Earth’s aquatic life, the Maldives, with its 1,000 pearlescent coral islands and ring shaped coral reefs, are somewhat of a front-row seat. The coveted week-long Underwater Festival, held on the islet of Dhidhoofinolhu at LUX* South Ari Atoll, is a chance to meet the world’s leading conservationists and researchers, discover the most beautiful dive spots, the history of diving, underwater drone photography, and above all, learn about what measures are being taken globally to raise awareness, protect earth’s largest mammals, and conserve our reefs.
LUX* Hotels & Resorts announces LUX* Tie Xin, a new experience that caters to the modern Chinese Traveller and taps into a $429-billion dollar market.
LUX* Hotels & Resorts is recognised for its ability to conceive new experiences that keep up with global consumer trends. These concepts, in turn, create unforgettable moments for their guests while simultaneously turning the industry on its head. Their latest endeavour is LUX* Tie Xin, the Mandarin for “close to one’s heart.” The group’s adaptation of the idiom, “Tie Xin” gave forth to a well-thought-out, customised, guest-centric hotel experience designed to meet the needs and demands of the Chinese Traveller.
Freedivers, mixologists, pentathletes, superstar DJs — only at LUX*
At LUX*, we’re lucky to be able to lure some of the world’s brightest sparks and leading creatives to our resorts, to keep our guests inspired when it comes to live music through to master mixology. Best of all, these experiences all take place amid the most spectacular settings, with paradise as your soul-uplifting, life-enhancing classroom.