Six Senses Hotels Resorts Spas choose Liu Shan as its brand name in Chinese-speaking markets
November 21, 2014: Six Senses Hotels Resorts Spas have announced Chinese brand name ‘Liu Shan’ in Mandarin and ‘Luk Sin’ in Cantonese.
The name was chosen after a long process, taking into consideration the name’s strategic impact, semantic value and phonetic structure. Aside from reflecting the literal meaning, the name also needed to convey the brand essence of Six Senses. To ensure the chosen name resonated with the mainland China market, in-depth focus groups were held, comprised of well-travelled male and female PMEBs (Professionals, Managers, Executives, Businessmen), from two Chinese-speaking cosmopolitan Asian cities. All participants counted some form of wellness activity as an integral part of their lifestyle.
The name Liu Shan/Luk Sin (associated with tranquility, spirituality and relaxation), was felt to embody the spirit of the brand. The names have an instinctive association with kindness, charity, tranquility, peace, harmony, relaxation, spirituality, positive energy and compassion. These are some of the core values integral to Six Senses and are reflected in the guest experiences.
Vice President of Marketing and Communications, Julia Gajcak, said, “We went to great efforts to find this name and it was important for two reasons: one, to show the true nature of our brand, of course, and two, to reflect the significance of our move into China and our first resort opening in a phenomenal location, where we fully respect and embrace the local cultural values – including the importance of the naming process.”
Superbly set at the picturesque gateway to China’s majestic Qing Cheng Mountains, Six Senses has created a resort to compliment the UNESCO World Heritage & Natural Cultural site at nearby Dujangan. It was in this region, known as the homeland of the Giant Pandas, that the first emperor built his capital around 2,400 years ago. It was here also that the legendary Silk Road began.
Six Senses Qing Cheng Mountain offers 113 guest accommodations ranging from semi-detached suites in duplex villas with balconies and verandas to courtyard suites, garden and pool villas. Design aesthetics are an amalgam of the inimitable Six Senses approach of clean, uncluttered and organic, together with the undeniable senses of place amplified by rich cultural elements. Antique Chinese inspired locally made furniture and exposed beams impart traditional heritage touches. Finely paneled walls are complimented by classic rattan fittings and accents, creating a calmative symphony of lightness and space. Add WiFi and smartphone apps that can control in-villa air-conditioning and lighting, and Six Senses Qing Cheng Mountain offers the best of all worlds. The resort opens mid-year 2015.