Following the hugely successful launch of our ‘Island Light’ concept, LUX* Resorts & Hotels expanded its footprint into new territories with the announcement of two properties – both considerable departures for the brand.
The first was LUX* Lijiang, a mountain set boutique property located in a UNESCO world heritage site at the gateway to the Yunnan province of China. The second, LUX* Al Zorah – a glamorous beach resort strategically located along the coastline of Ajman less than one hour from Dubai.
As with LUX*, no brand remains static and with the original concept and its brand originally conceived for LUX* Island Resorts, there was now a requirement to both accommodate new types of product, whilst delivering a strategy that would continue to premiumise its positioning.
LUX* 2.0 was conceived to facilitate the group’s expansion into these new markets whilst still adhering to the brands creative principles. As such, the ‘Island Light’ concept was developed to embrace future locations in the city, on the beach, and in nature.
At the same time, it also afforded an opportunity to revisit the existing resorts and develop new guest experiences and touch points – further elevating and differentiating them from a set of competitors who, with imitation being the highest form of flattery; had now begun to emulate.
LUX* = Light
What a beautifully simple phrase.
And what incredible possibilities it opens up for visual executions.
As the title of our film, what follows is a breathtaking, exhilarating and entertaining exploration of light, in all its forms, shapes and meanings.
Shot in London for LUX* Resorts & Hotels, this version is the full Directors Cut.
Eschewing the cliché of a conventional brand film, we commissioned composer and renowned music director Steve Sidwell to create an audiovisual representation of the ‘Island Light’ concept at the heart of the LUX* Resorts brand.
The result is the ‘Island Light Overture’. Remarkably, every sound in Sidwell’s vocal tour de force is produced by the six singers you see on screen. The accompanying film was shot by El Skid.
In conceptualising the LUX* brand, we decided that luxury was overrated. It was time for something fresh. All too often, day-to-day life can be a little predictable, so it stands to reason that when we take a holiday we wish to escape the routine and make the most of it.
The original 50 ‘Reasons To Go LUX*’ were an eclectic collection of experiences, surprises and pop-up treats designed to help each and every guest celebrate the authentic energy of island life, to embrace spontaneity and to enjoy each moment – because it matters.
Following a year of planning and rehearsals, the 50 Reasons To Go launched across the group and quickly captured the imagination of both the media and guests.
In 2014, we returned to the concept and via a series of workshops with senior management teams, we finessed the existing Reasons To Go, whilst devising and planning the introduction of new ones for roll out in 2015-16.
Whilst undoubtedly assisting the brand to differentiate itself from its competitors, it was the actual guest experience that benefitted most from the exercise – a cursory glance at guests surveys and online reviews showed that they resonated with people of all ages and backgrounds.