LUX* Brand Philosophy
The Sea of Sameness or See Different?
What's your idea of the dream holiday?
Lying on the beach day after day, leafing through pages of airport
paperbacks and paying through the nose for imported mineral
Or a rich tableau of experiences with benefits that last long
after the tan has faded?
A rest from which you return, invigorated and inspired?
For those who prefer to escape from clutter and complication, our
simple inspiration is your time. Time is, after all, the only real
true luxury and the one on which we all wish to spend wisely.
So LUX* doesn't impress with endless choices, pretentious wines
and fussy cuisine?
In their place, we present a simpler, more relaxed holiday
experience. Think of LUX* as a place where each moment
We've left behind the excess baggage and dreamed up a fresh new
We call it 'Island Light'… Because it's an authentic celebration
of island living…
Because it's our lighter, brighter take on luxury. All in all,
it's a holiday with a sensory touch that's as unconventional as it
is exhilarating. And by doing the ordinary, extraordinarily, LUX*
wants you to delight in the simple pleasures of island life. Enjoy
an amazing night's rest on Sleep Tight, the world's comfiest
Wake to organic coffee, freshly-roasted on the islands…
Lunch casually at our pop-up eateries…
Indulge in a second desert at our retro ice-cream parlours…
Work it off again with the help of the LUX* Me wellness
Undo the good work at our Secret Bar and don't forget to sign the
Dine al fresco on the sea…
But be sure to return to shore for our on-the-beach film
9.30pm island time.
Is this the perfect day?
We think it just may be.
Let the show begin!