BRANDING INSIGHTS
BEHIND THE SCENE: THE STORY BEHIND THE CREATION OF SIX & SIX PRIVATE ISLANDS
16 December 2024–by Fabrice Burtin
Reinventing Luxury
The Maldives, with its unparalleled natural beauty and reputation for exclusivity, has long been a beacon for luxury travellers. However, as a destination, it finds itself at a pivotal juncture, with iconic global brands entering the market and reshaping the landscape. At BRTN, we saw this as an extraordinary opportunity—not to compete with the existing players but to redefine what luxury lifestyle hospitality could mean for this one-of-a-kind destination. Daring to step outside the traditional luxury mould.
From the moment we embarked on this journey, we understood the magnitude of what we were creating. Six & Six Private Islands isn’t just another name in the luxury travel space. It’s a philosophy, a vision, and an answer to what the Maldives truly needs: hospitality experiences that are deeply rooted in the destination, that celebrate individuality, and that offer travellers something far more profound than luxury for luxury’s sake.
The Process: SHAPING A NEW STANDARD
Creating a brand like Six & Six required more than just strategy sessions and creative brainstorming. It began with a deep dive into the Maldives’ unique cultural DNA. The concept had to resonate with what makes the Maldives special—its rich heritage, simplicity, and innate elegance. Luxury here is not about gold-plated finishes or imposing opulence but about artistry, thoughtful design, and a sense of effortless authenticity.
We started by asking: What is the gap in the market, and how can Six & Six fill it? With lifestyle hospitality increasingly becoming a driver of travel choices, the answer was clear. Six & Six would not be a static, one-size-fits-all collection brand. Instead, it would harness the fluidity of the lifestyle concept—capturing diverse trends, addressing varied audiences, and transforming them into six distinct luxury lifestyle resorts over six years. Each resort would be its own masterpiece, tailored to its environment and its guests, yet united by the same guiding principles: artistry, effortless design, intuitive service, and a connection to the land.
The Vision: REINVENTING LUXURY
The luxury landscape in the Maldives is evolving rapidly, with big names like Rosewood, Bulgari, and Capella setting up shop and existing players like Patina and Four Seasons. While these brands bring undeniable prestige, they often risk diluting the destination’s unique character by imposing rigid brand standards. Six & Six, by contrast, is an answer to the growing demand for a more flexible, lifestyle and destination-first approach.
The vision we crafted for Six & Six champions a return to what luxury should be: a reflection of place, a celebration of culture, and an experience that surprises and delights at every turn. This approach doesn’t just benefit the guests; it also resonates with island owners looking for a fresh alternative to cookie-cutter luxury.
We were inspired by the Maldivian way of life—its simplicity, respect for heritage, and understated charm. This ethos informed every decision we made, from the visual identity to the brand voice to the strategic blueprint. Six & Six is not about replicating the Maldives as it is—it’s about reimagining what it could be.
The Visionary: LAITH PHARAON
At the heart of Six & Six is Laith Pharaon, CEO and Founder of ORCA Holding, a seasoned developer whose passion for creating exceptional destinations has left an indelible mark on the global hospitality landscape. With an innate understanding of luxury lifestyle and an unwavering commitment to innovation, Laith has meticulously crafted Six & Six to embody a new era of lifestyle hospitality. His vision is clear: to celebrate the unique essence of the Maldives while reimagining what luxury can mean for the modern traveller. Laith’s approach blends bold creativity with respect for the natural and cultural heritage of each location, ensuring Six & Six resonates as a transformative force in the luxury hospitality industry.
The Excitement: A TRANSFORMATIVE OPPORTUNTY
With Six & Six set to debut its first two lifestyle resorts, Rah Gili in 2025 and Dhon Maaga in 2026, the excitement is palpable. Each property will embody the Six & Six promise while offering something entirely unique. Rah Gili might focus on sophisticated simplicity, while Dhon Maaga could embrace adventurous escapism—but both will stand as testaments to the brand’s ethos.
This launch marks a transformative moment for the Maldives, where luxury lifestyle resorts are still an untapped opportunity. We believe Six & Six has the potential to not only stand alongside the world’s top brands but to offer an entirely new narrative for the destination—one that is rooted in artistry, individuality, and an authentic connection to place.
What’s Next
As an agency, we are immensely proud of the work that has gone into Six & Six Private Islands, but this is just the beginning. With four additional resorts already lined-up, set to open between 2026 and 2029, each introducing a new interpretation of luxury lifestyle hospitality in the Maldives. The real excitement lies ahead: in seeing how the brand evolves and grows, how it resonates with its audiences, and how it shapes the future of the Maldives as a destination.
Six & Six Private Islands is more than a collection brand; it’s a movement. It’s proof that luxury doesn’t have to conform to tradition—it can be reinvented, redefined, and made more meaningful. And as the Maldives steps into this new chapter, BRTN is thrilled to be part of its story.
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