Revealing The Lux Collective’s ambitious expansion plans with new openings in the Middle East, South-East Asia and China
Looking to 2024 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 travellers looking to indulge in a luxury urban resort oasis coupled with the beauty of art, LUX* Guangzhou in China will feature the essence of nature-inspired travel to enrich the body, mind and soul, exuding charming historic heritage.
“With our award-winning resorts, LUX* is designed on the promise of a different kind of luxury, one that helps our guests celebrate life throughout their stay. We re-define the modern style of luxury and are excited to expand our global footprints into new awe-inspiring destinations set in secluded nature. As a hospitality industry leader, we will continue to create Extraordinary Experiences for our guests through elevated shining service, beautifully designed spaces, and aspiring escapes,” said Mr Paul Jones, Chief Executive Officer of The Lux Collective.
- Middle East – Uncover the cultural emirate with LUX* Al Jabal and LUX* Al Bridi, Sharjah
Majestic mosques, bustling souks and art galleries have earned centuries-old Sharjah a UNESCO badge as ‘Cultural Capital of the Arab World’. Art and design purists can revel in rich traditions, a vibrant creative scene and historical city centre while nature lovers can hike the Al Rabi path and scale mountain peaks.
New for Q4 2024, LUX* Al Jabal is a 45-key hillside retreat which will sit atop the beaches of Khorfakkan and Luluya, overseeing the expansive Gulf of Oman with jagged mountains. Set within a crescent-shaped bay and positioned away from the winds, Khorfakkan draws scuba-divers and beach lovers to its sandy shores and corals. Located on 18.7 hectares of land, the boutique-style beach resort will integrate into its surroundings by taking architectural inspiration from the natural landscape and incorporating local designs. Its curated menus celebrate high-quality local ingredients and include the signature LUX*’s Keen On Green wholesome vegan cuisine. It will feature one-bedroom havens for solo guests and couples, to three-bedroom suites for a tribe of travellers, as well as a royal suite complete with a private pool and butler service. Guests will have exclusive private beach access, world-class dining options, restorative LUX* ME Spa and wellness treatments, children’s activities and unique experiences to connect with the local culture and community.
Completing the duo of openings is LUX* Al Bridi which will overlook 1,690 hectares of conservation in the Sharjah safari project in the city of Al Dhaid, the largest safari in the world outside Africa. Home to over 50,000 animals, including the native mountain gazelles, the park has a natural lake and will offer a variety of dining outlets as well as a safari camp led by knowledgeable guides. LUX* Al Bridi will feature 35 luxurious tented safari-style private retreats, a LUX* ME Spa and a discovery centre to partake in conservation-focused initiatives in collaboration with the Environment and Protected Areas Authority. Children can learn about farm animals with interactive, educational activities at nearby Al Dhaid Farm, the city’s first petting zoo. Time honoured culinary techniques and the freshest ingredients will elevate destination dining in the wild, while adventures will come in the form of adrenaline-fuelled dune surfing and four-wheel drive excursions to romantic stargazing under the Arabian skies.
- Southeast Asia – A one-of-a-kind overwater retreat with LUXNAM* Phu Quoc in Vietnam
Opening in Q2 2025 and a first for this part of Asia, LUXNAM* Phu Quoc will be an eye-catching overwater resort on the jungle-draped island of Phu Quoc off the coast of Vietnam. The 126-villa only resort will consist of two areas connected by a sleek 2-kilometre long jetty over the calm lagoon. A modernist Maldivian-style resort, LUXNAM* Phu Quoc will perch above the waters and coral reefs of Kien Giang Biosphere Reserve and take design inspiration from reimagined Vietnamese traditions with a minimalist twist. Besides building in harmony with nature and biodiversity, the Group’s sustainability DNA is thoughtfully incorporated throughout the dragon-shaped resort. Offering guests a choice of 109 overwater villas (most with private pools), 13 beach pool villas, two penthouses and two beachfront pool mansions, it will also feature restaurants with innovative world-class cuisine, spa, fitness centre, four swimming pools and a children’s playground. Ideal for those seeking renewal, slow living, a holistic approach to wellbeing and creative dining options, LUXNAM* Phu Quoc aims to define a new take on Vietnamese luxury for global travellers and in-the-know locals alike.
- China – A luxurious urban resort oasis at LUX* Guangzhou
Expected to open in June 2024, LUX* Guangzhou marks The Lux Collective’s first foray into one of the top four first-tier cities in China. LUX* Guangzhou is located in Huangpu District, Guangzhou City. It has been the gateway to South China since ancient times, with a rich cultural heritage and history, and is also one of the birthplaces of the ancient “Maritime Silk Road”. This new project is a luxurious complex comprising a 109-room hotel which includes 36 ultra luxurious residences, an art gallery and a modern office building. All rooms and suites provide elegant comfort along with the personalised service that is a hallmark of LUX*. Ideal for business, leisure and wellbeing getaways, it will feature a spacious banquet hall, restaurants with world-class cuisine, spa, fitness centre, a swimming pool connecting indoors and outdoors, a children’s playground and other modern facilities and amenities.
Growing the global presence, The Lux Collective currently manages a portfolio of 18 operating resorts and hotels in Mauritius, Maldives, Ile de la Reunion, China and Tanzania. There are 11 more hotels in its progressive development pipeline in Asia and Middle East.
About The Lux Collective
The Lux Collective (“TLC”) is a global luxury hotel operator headquartered in Singapore and manages brands LUX*, SALT, TAMASSA, SOCIO and Café LUX*. Other properties managed by TLC include Hotel Le Recif, Reunion Island and Ile des Deux Cocos, Mauritius, a private paradise island.
At the heart of its purpose, TLC makes each moment matter and cares about what matters. Putting people first is the core of TLC’s culture as well as staying true to the values of being passionate, responsible and innovative in all that it does. By providing comfort through thoughtful and exquisite designs, TLC creates experiences that make each moment matter for all guests. It is committed to operating in a considered and respectful manner that is mindful of future generations.
Through its signature Groupwide sustainability project Tread Lightly, The Lux Collective promises an eco-conscious stay throughout its hotels. Its partnership with Altruistiq, a group of CO2 experts, focuses on the environmental footprint and ensures that emission sources are tracked using the highest international Science-Based standard.
Growing the global presence, TLC currently manages 18 operating resorts and hotels in Mauritius, Maldives, Ile de la Reunion, China and Tanzania, and with 11 more hotels in its development pipeline in Asia and the Middle East.
An affiliate member of IBL, a major economic player in the Indian Ocean and a public-listed leader of the “Top 100” Mauritian companies, IBL is active in key sectors of the Mauritian economy, with a global portfolio of approximately 300 subsidiaries and associated companies.
About LUX*
LUX* helps people to celebrate life by delivering consistently on the promise of a different kind of luxury; hospitality that is Lighter. Brighter. LUX* stages exceptional experiences in different locales – whether on the Beach, in the City or in Nature – by banishing thoughtless patterns and being more simple, fresh and sensory for the benefit of all our guests.
