KINTSUGI

Private Members Wellness Space / Abu Dhabi, UAE

Requirements: The project focused on creating a culturally sensitive, sustainable, and exclusive wellness offering that differentiated Kintsugi in the competitive UAE market. This included hiring top international practitioners, introducing treatments and experiences unavailable elsewhere in the region, and integrating cultural elements to ensure relevance.

Our role: Spa Connectors developed the concept and execution strategy for Kintsugi, a private members’ wellness club in Abu Dhabi, at a time when the combination of private members’ clubs and wellness was just beginning to emerge.

Delivery: A detailed guest journey and membership acquisition process were developed, including a membership committee to ensure the allocation of 100 memberships to like-minded individuals, fostering an exclusive and connected community.

A tailored one-year membership model, combined with a creative brand identity featuring artistic collateral and storytelling, positioned Kintsugi as a distinctive and leading wellness destination, supported by effective PR strategies to elevate its presence in a growing market

Services:

  • Market Research & Feasibility

  • Concept Development

  • Development of the Unique Brand Identity

  • Procurement (OSE/FFE Budget, Music Concierge Procurement, Visual Arts Films Procurement)

  • Spa Menu Development

  • Signature Treatment Development

  • Marketing and PR Strategy

  • Membership Acquisition Strategy

  • Recruitment for All Positions

  • SOP & Ops Manual Development

  • Project Management

  • Training & Simulations

  • Specialised Training for Management

  • Brand Licensing & Product Registration

  • Audits – Guest Experience, Operational & Business

Winner of the World Spa Awards ‘Best Female Spa 2024’
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