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Bang & Olufsen announces partnership with
Sasha Group
In an effort to create the ultimate experience, Bang & Olufsen and lifestyle luxury brand Sasha Hotels & Resorts, are proud to announce a partnership where Bang & Olufsen will assist in creating the ultimate hotel and condominium lifestyle living undertaken by the Sasha Group around the world.
‘Feed your senses’ is the motto of the Sasha Hotels & Resorts concept, which will provide a five star experience that is presented in subtle ways to enhance and excite the senses through signature design elements, cuisine from around the world, music, film, fun and much more. When guests enter any Sasha hotel or resort, they will experience a full integration of all in-room systems including light, curtain control and audio and visual, allowing them to focus their energy on pure enjoyment.
Sasha Hotels & Resorts, which is positioned in the upper upscale market segment, will appeal to people who desire a different – and more sensuous - experience than you normally get from traditional five star brands. And their choice of partners reflects this ambition.
A perfect match
With a desire to enhance the senses and with an aim to depart from the beaten down path of other five star concepts, the Sasha Group saw Bang & Olufsen as the natural choice for a partner to provide their hotels and condominiums with the best in audio and visual experience.
Bang & Olufsen’s vision is: “Courage to constantly question the ordinary in search of surprising, long-lasting experiences”. This reveals a commitment to challenge conventions, which is also the idea of Sasha Hotels & Resorts.
Leaving aside design and integration, it is a well-known fact that Bang & Olufsen products are a feast for the eyes and ears. Our acoustic competences allows us to reproduce a sound recording exactly the way the artist intended it, and thanks to our Viewing Comfort concept, we can create a picture that looks perfect in all rooms under all lighting conditions.
But in fact, Bang & Olufsen products appeal to the senses in more ways than those mentioned above. Our designers know that people use several of their senses in experiencing a product. Therefore they also focus on creating pleasurable, tactile experiences when touching a product. Furthermore, we are aware that technology alone does not make a great product. We believe that technology must be designed to both respect and challenge the human senses, and the emotional appeal is considered just as important as any technical specification. One way to create this appeal is through magic, such as glass doors that glide open as your hand approaches and TV sets that turn and tilt when switched on. Together, these elements create the ultimate sensory experience, and that is why Bang & Olufsen is a perfect match for the Sasha Group.
“We are very pleased to have entered into this contract with Sasha Hotels & Resorts who share Bang & Olufsen’s focus on quality and details that talk directly to the senses and thereby turns the concept into a win-win situation. We have great expectations to our future co-operation which offers exciting possibilities in among others Asia, Africa, North- and South America, Portugal and Dubai”, said Morten Rank Levison, Bang & Olufsen Business Development Manager.
The Sasha brand
The Sasha brand was launched in Portimão, Portugal, in 2006 as a beach front entertainment complex. Over the past two seasons Portimão has become a showcase for the latest trends in music, fashion and film, hosting some of Europe's most famous celebrities and high profile individuals.
Among other things, the Sasha brand is an upscale brand based upon personalized guest service, unique guest room design and a diverse social environment focused on music, cuisine, fashion and special events.
All the Sasha hotels will be in desirable locations worldwide, either on beautiful beaches or in cosmopolitan urban areas. In addition to hotel and condominium developments, the Sasha brand is also involved in high-end beach clubs and the ‘Sasha at sea’ concept with luxury yachts and cruise ships.
