Aman launches luxury experience brand Atma

Luxury hotel brand Aman is moving into the high-end events and experiences market with the launch of Atma, which will offer a series of immersive encounters around the world.

Atma is a Sanskrit word that refers to the “spiritual energy which sustains and excites us”, and the new brand’s programme of carefully curated events will, like its hotels, be inspired by the culture and heritage of Aman destinations.

Atma’s inaugural event takes place in Venice this week (1 March), with the ‘Carnevale del Futuro’ – a sensory wonderland of couture, cutting-edge production, illustrious artists and globally renowned DJs.

The evening begins with an intimate dinner at Aman Venice, representing a shared celebration of life and paying homage to the city’s annual carnival. Hosting just over 100 guests, the Palazzo Dinner will feature a live performance by multiplatinum-selling British pianist and vocalist Jamie Cullum.

Guests will then be transported by boat to the Arsenale di Venezia, a cluster of former shipyards and armories, to be immersed into another dimension of merrymaking.

Inspired by the iconic Carnevale di Venezia, Atma flips the focus from the present to what lies ahead with ‘Carnevale del Futuro’. Entertainment on the night will include award-winning, Berlin-based house DJ and producer Dixon – voted best DJ in the World four years in a row – plus Brooklyn DJs and producers Bedouin, and DJ Peggy Gou.

Separately, Aman has also announced it will open its third property in Japan on 1 November. Situated in a hidden garden close to Kinkaku-ji Temple (Golden Pavilion), Aman Kyoto, with 24 rooms and two two-bedroom villas, draws on the country’s ryokan (traditional inn) and onsen (hot spring) concepts to provide an authentic yet contemporary Kyoto sanctuary.

The 80-acre resort, designed by Kerry Hill Architects, will also have separate pavilions, for arrival, living, dining and spa, 72 acres of permanent forest and eight acres of gardens.