Aman is known for being one of the world’s top luxury hotel groups. Currently Aman Group consists of Aman (the original hotel group) and Janu (intended to be more of a “lifestyle” version of Aman). Aman is now launching a third brand, and it’s yet another departure from the origins of Aman.
ATMA is Aman’s new “performance living” brand
Aman Group has announced the launch of ATMA, described as a “new ultra-luxury brand pioneering performance living.” ATMA means “the spirit” or “the true self” in Sanskrit, and the intent is for the brand to combine wellness, sport, nutrition-led dining, design, and experiential entertainment.
ATMA will “focus on advanced wellness programming and world-class sport facilities, which have been developed exclusively by ATMA Global Partner Novak Djokovic.”
The first location will be ATMA Miami, and it will include a hotel, branded residence, and a private members club. Specifically, the property will be in the Brickell neighborhood and will have a private marina, with an anticipated opening in 2031.
ATMA Miami is expected to be a standalone 1,049-foot tower, which is as tall as buildings can get in Miami. In terms of height, it’ll be match the new 100-story Waldorf Astoria Miami that’s currently under construction, which will be the tallest building in Florida, once complete.
Details about ATMA Miami are still fairly limited, but we know there will be 480 residential units, in addition to the hotel. Residential units will be between one and six bedrooms, and will be “supported by Aman Group’s service standards.”
There will also be a 120,000 square foot spa and wellness area, set to be the largest of its kind in Miami. Developed in partnership with Djokovic, it will offer performance and recovery experiences alongside indoor padel, tennis and squash courts, a fitness center, group and private training studios, mobility and conditioning labs, a medical wellness center, and dedicated recovery spaces.
So far we’ve only learned about the Miami location, but the claim is that the brand will span urban and remote destinations.
My gosh, the Aman brand sure is evolving quite a bit
Look, I’ve made my opinions about the Aman brand pretty clear, so I don’t want to sound like some old dude just ranting about the “good old days.” When Aman was founded by hospitality legend Adrian Zecha, it was truly among the most innovative and passion driven hospitality projects we’ve ever seen.
In 2014, Zecha sold the brand to Vladislav Doronin, and since then, the entire philosophy has changed. It’s hard to fault someone for purchasing a brand and trying to cash in and maximize profitability — I mean, that’s kind of how the business world is supposed to work, right?
But of course that doesn’t mean we have to be happy about the evolution. It started with Aman ditching its approach of largely opening hotels in the middle of nowhere, where that was part of the charm. Instead, we saw Aman focus on city hotels. Then Aman became all about opening members clubs. Then we saw the launch of the Janu brand, essentially a higher room count version of Aman, with a more lively spirit.
And now we’re seeing Aman getting into building full-on skyscrapers. Well, or at least partnering on them in terms of branding. Of course some Aman properties already have a residences component, so that’s nothing new, as such. However, the scale of this project couldn’t be more opposite of what Aman initially was. We’re talking about a 100-story building that will have nearly 500 residences, and who knows how many hotel rooms (it hasn’t yet been announced).
Of course in Miami, one of the biggest trends is branded residences, with brands just selling out their name. But if Aman were to just slap its name on a residential project, you’d think it would be something smaller scale than this. This is among the highest unit count developments we’ve ever seen in Miami, at least for a project spanning just one building.
Bottom line
Aman Group has just announced its third brand, and it will be named ATMA. It’s described as a “new ultra-luxury brand pioneering performance living.” The first location will open in Miami in 2031, and it’ll be a roughly 100-story building with 480 residences, a hotel, and a members club.
Aman as a brand has become unrecognizable compared to what it was 15 years ago. But that’s fair enough, and it’s also what happens when you sell a company to someone looking to maximize their ROI. You can hardly fault someone for that, as much as I don’t personally like it.
What do you make of Aman’s ATMA concept?
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