We have partnered with Matter of Form, a leading brand and experience design consultancy, to create a strategic awareness campaign to imbue the unique positioning of the LUX* brand globally across all canals. We believe time is a luxury and every precious moment is worth celebrating. Whether on the beach, in the city or in the secluded wilderness, LUX* transforms the everyday into the extraordinary through elevated brilliant service, beautifully designed spaces and by offering thoughtfully designed escapes,” said Mr. Julian Hagger, Executive Vice President of The Lux Collective.

At the heart of its raison d’être, The Lux Collective makes every moment count and cares about what matters. Featuring award-winning resorts, LUX* is designed on the promise of a different kind of luxury – to excite and delight – retro-style ice cream parlors, bespoke LUX* ME spa and wellness sessions, dining at a magical wishing tree setting, junk art galleries and impromptu film screenings on the beach.

Mr. Anant Sharma, Managing Director of Matter Of Form, said “We are privileged to work with LUX*. During our stay at LUX* properties in the Maldives and Mauritius, we were struck by their exceptional service culture, incredible locations and exceptional resorts. Translating the essence of this global portfolio into communications, digital and content in a way that does justice to the physical experience requires finely tuned creativity, guided by broad and bold thinking.

The The Extraordinary Life the campaign represents tasteful and modern luxury style and includes new broadcast video and print ads, social, digital and content marketing initiatives. Campaign activity will be further amplified through key global partnerships and the roll-out of its own LUX* magazine titled The Extraordinary Life with inspirations to help LUX* aficionados celebrate life.

A naturalistic campaign that breaks conventional codes of advertising with a less-is-more emotive approach, designs shot in different resort destinations highlight the distinctiveness of each location, with their own bespoke creative assets. Moreover, it conveys the diversity of guests and unique experiences that LUX* offers.

  • To LUX* Grand Bay in Mauritius, the story of the resort campaign is about three friends who reunite after years of separation. Tapping into the prior anticipation, long-awaited reconnection, and sense of belonging with truly close friends, this creation celebrates the beauty and joy that friendship can bring. Magnified by a magnificent setting.

Located on one of the most coveted beaches in the north of the island, LUX* Grand Baie offers a spectacular setting with the promise of a modern approach to luxury combined with extraordinary experiences. Positioned as the best luxury resort in Mauritius, it is the global winner of the Robb Report Annual Best of the Best Awards – The Best In Travel for Island Getaway, just six months after opening last December.

Accentuating the natural landscape, the station was born from the passion and collaboration with several British interior designer Kelly Hoppen CBE and Mauritian architect Jean-François Adam. It offers sophisticated beachside living, with exciting dining concepts, especially at Beach Rogue – LUX* signature beach club concept and the eye-catch Ai KISU who offers best-in-class Asian cuisine with an open kitchenstate-of-the-art hydrothermal fitness and wellness facilities, LUX*ME spa and hammam treatments as well as unique Mauritian experiences for discovery.

  • To LUX* Le Morne, guests are invited to lose track of time, alone or with others. Featuring a solo traveler exploring the mountains, waters and forests of Mauritius alongside fellow guest, the creative celebrates chance encounters and the beauty of independent exploration. Reconnect with yourself while encourage new ones.
  • The LUX* Le Morne beachfront resort embodies contemporary island lifestyle paired with immersive experiences – designed for luxury-conscious travelers. Located at the foot of Le Morne mountain (a UNESCO heritage site) and 15 minutes from the Black River Gorges, it is close to the best hiking trails, with exclusive access to the most beautiful sunsets and lagoons. research.
  • To LUX* South Ari Atoll, it features the Maldivian oasis designed to house an extraordinary unhindered connection. The the creation centers on a busy father and young daughter, each searching for close moments that just seem out of reach. Throughout their stay, dissatisfied stares become eventual hugs – their shared joy.

With elegant overwater villas built on stilts, the luxurious LUX* South Ari Atoll in the Maldives offers a variety of fun activities with a modern soul. They include bike rides on the pier, swimming alongside whale sharks, a culinary adventure at its eight restaurants, each featuring LUX* Keen on Green healthy vegan cuisine, and participation in marine conservation.

Travel is one of life’s great pleasures. The specially organized LUX* Review aims to enrich the mind as well as highlight beauty and the collective consciousness of wellness and sustainability as a way forward for travel. Insightful reflections on the purpose of life, which ignites the passion of well-known personalities, it includes stories of lifestyle trends from “Go Lightly” to protect the earth to the culinary characteristics of “The Rise of The Sober Curious” . Also there are an exclusive booklet – Extraordinary Experiences where customers can take part in breathtaking adventures traveling around the world with LUX*. Find out more about

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