Aman Is Launching a 'Playful' New Hotel Brand Aimed at Helping Us Reconnect With One Another

Aman, the ultra-luxury hotel brand that operates some of the world’s most lusted-after hotels, has just launched a new spin-off brand.

Janu is all about “soul” and “connectedness,” the company says, and the new hotels will offer plenty of opportunity for interaction and “playfulness.” That’s in stark contrast to existing Aman properties, which prioritize privacy, like the supremely zen Aman Kyoto, which just opened and landed on Travel + Leisure's It List of the world’s best new hotels.

While no Janu hotels are yet open, three properties are currently under construction, in Tokyo, Japan; Montenegro; and Al Ula, Saudi Arabia. All three are slated to welcome their first guests in 2022, and nightly rates are yet to be announced. The new Janu hotels will be slightly larger than a typical Aman property, according to a spokeswoman, with up to 150 rooms each.

Marketing materials for the Janu brand suggest a focus on wellness and activity. The Montenegro property, from Elastic Architects, will have a pool surrounded by cabanas, and a massive lobby filled with live plants and a natural, neutral color palette. Rooms at the hotel appear to overlook the Adriatic, and have large outdoor terraces. Yabu Pushelberg handled all interior design.

“What with today's modern fast-paced society, which has seen human connection and communication redefined by the digital world, we wanted to create a new hotel brand with a soul and with the aim of kick-starting human interaction again,” said Aman Chairman and CEO Vladislav Doronin, in a statement.

At a launch event in New York City on Tuesday night, chief operating officer Roland Fasel promised that guests “will enjoy experiences and initiatives beyond just wellness.”

“I’m looking forward to having everyone along on the journey,” he added.