The Culture of Authenticity

For the past 30 years, we’ve had the privilege of working across the globe — from a natural island in Abu Dhabi and a 14th-century monastery in Sicily to the ski slopes of Courchevel and the vibrant cityscape of Singapore.

Our deep appreciation for regional culture truly blossomed in the Maldives with the creation of the Coco Collection brand. As one of our earliest international clients, this island nation captivated our imagination with its extraordinary allure. More importantly, it taught us that true regional authenticity is best achieved by honouring the essence of a place.

Regional authenticity involves capturing the spirit of a location—its culture, history, and geographical context—and seamlessly integrating it into the brand. It is about being genuine, never imitative; subtle yet impactful; implicit rather than overt. This approach not only strengthens the brand but also resonates with both local and global audiences who increasingly seek authentic connections in a world of generic, mass-produced offerings.

Coco Collection exemplified this ethos by embracing the values reflected in the Maldivian family owners' heritage and philosophy. This was evident in their commitment to preserving the natural environment through eco-conscious practices, such as limited printing, responsible pest control via an on-site aviary and architecture that blends traditional and modern Maldivian elements. The brand’s expression is rooted in the region’s natural beauty and cultural motifs, with colours, patterns, and designs inspired by the local landscape and craftsmanship.

Similarly, Raffles Maldives Meradhoo was positioned to harmonise with the surrounding environment, incorporating sustainable practices such as employing a resident marine biologist, sourcing responsibly from suppliers, and supporting the local community to bolster the economy.

These brands illustrate how embracing the unique character of a region not only creates a more compelling brand identity but also fosters empathy and meaningful connections with those who value truth and integrity, ultimately enriching everyone involved.