How Aman Immersed Guests in Lavish Hospitality—Without Flying Them Anywhere

Aman hosted the press lunch at the Tower Estate, a private residence in Beverly Hills.Photo: James x OttoLOS ANGELES—Even for seen-it-all travelers, arriving at an Aman resort can be a jaw-dropping experience, dripping with luxury and sensory indulgences. And that’s simply the experience the hospitality brand recreated for an intimate group of Los Angeles-based travel journalists in the middle of an otherwise ordinary workday—right in their home town.

Aman hosted the group of travel writers for lunch at the Tower Estate, an opulent private residence north of Sunset Boulevard in ultra-posh Beverly Hills. The idea was to immerse guests in the over-the-top hospitality for which the brand’s resorts are known, simulating a far-flung holiday and the company’s signature extravagances.

A transporting experience began as guests arrived at the valet station, where one staffer offered refreshing towels and a second collected them on a silver tray after use—such as guests might find at an Aman resort when arriving bleary via airport transfer following a long journey.

At the entrance, a receiving line of about 20 Aman executives offered personal welcomes to guests, who next made their way inside the manse through a transformative cloud of sage. The smudging was meant as a cleansing ritual to banish the stressors of the world outside the event's grounds.

Inside, spa experiences continued with the acupuncture-like application of ear seeds from Turks & Caicos resort Amanyara’s wellness manager David Melladew. Hand treatments used bespoke products from Aman’s own line, recently debuted and used in the property’s spas. (Later, guests would also take home products in their gift bags.)

Amid the mellifluous sounds of singing bowls arranged on a blanket, guests made their way next to the luncheon, set at a single banquet table on the property’s expansive lawn. A stretch of white and green blooms decorated the length of the otherwise spare table, at which guests dined on a multiple-course meal (with pairings) from Anthony Marazita, head chef at Amangiri. (That’s the brand’s resort in Utah known to be so spellbinding, Kanye West was moved to tweet about it after celebrating Kim Kardashian’s birthday there in 2018: “We need to Aman Giri [sic] the world.”)

Through all of these sensory details, and in only the span of a two-hour event, Aman provided an enveloping taste of the guest experience at its resorts around the globe—no passport required. 

VENDORS
Catering: Amangiri
Event Design: Eclat 
Floral Design: Nicolai Bergmann
Public Relations: Laura Davidson Public Relations
Venue: Tower Estate