For those that have stayed at any of the ultra-luxury Aman properties (32 resorts, hotels and private residences in 20 countries to be exact and a further eight coming soon) you will know that seclusion is on another level here. These sanctuaries — including their spaces and experiences — have been purposefully designed for maximum isolation. In fact, at Aman, it’s not uncommon to feel like the only guest there, and there are very few properties in this world that can emulate such a high level of privacy. The word “Aman” does mean peace in Sanskrit after all.
Today, Aman announced the launch of its sister brand, Janu. Meaning soul, also in Sanskrit, Janu takes on a less secluded approach and instead focuses on social wellness. It axes on a different lens of luxury — one that resonates with a younger crowd. Instead of tycoons, celebrities and anyone looking to hide away, Janu’s targeted clientele is the millennial, tech-driven, and experience-hungry wellness generation. Its price tag, while still high end, is 70 percent of Aman.
Balance is Janu’s main philosophy. Its fitness programmes offer a mix of high-octane group classes and gentle meditation at wellness facilities that sit alongside hydro and thermal facilities. Culinarily speaking, while you’ll find fine gastronomy and tipples here, you’ll also find a deeper focus on today’s conscious methods in food; think fermentation, and low temperature cooking amongst others. This will be shared with guests through group dining and shared cooking experiences.
While many of today’s hotels look into the communal and experience-driven approach, what pushes Janu up a notch is its shared DNA with Aman. One can expect the same refined yet personal service Aman is so revered for.
Three hotels in Montenegro, Al Ula in Saudi Arabia, and Tokyo are set to launch in 2022. Montenegro will be the first of the brands to house a serviced resident concept.
This story was first published via Prestige Online Singapore