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 water? 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 matters. We've left behind the excess baggage and dreamed up a fresh new concept. 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 mattress… 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 programme… Undo the good work at our Secret Bar and don't forget to sign the book… Dine al fresco on the sea… But be sure to return to shore for our on-the-beach film screenings… 9.30pm island time. Is this the perfect day? We think it just may be. Curtain's up. Let the show begin!
