Puri Launches Bohemian-Chic Nira Brand
By Jeff Weinstein, Editor In Chief -- Hotels, 5/31/2009 11:00:00 PM
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MPS Puri |
The hotelier who most industry insiders simply know as “Puri” has launched his own bohemian-chic luxury brand out of London called Nira Hotels & Resorts. More formally known as MPS Puri, the veteran luxury hotelier already has two projects signed in the Maldives and another in Bahia, Brazil, that are likely to open in 2010.
Other locations under development include Kerala, Manila, Croatia, Marrakech, Libya and Madagascar, Puri says. Nira Hotels will offer a bespoke hospitality experience built on theatrical excitement, superlative service and luxury environs.
“We conjure a modern idiom of luxury with nomadic vivacity and bohemian élan,” he says. “We've paid great attention to details that add the layers, and layers add interest. Of course, the best details are those that don't take themselves too seriously. They are playful.”
The Choudhrie family (C&C Hospitality, London) is Puri's investment partner in this venture. They will wholly own some hotels, but not all. Puri will seek additional investment partners for future projects. At the same time, he is looking for management contracts with parallel companies that own hotels.
In response to the perceived negative connotation associated with luxury hotels during the current economic circumstances, Puri says Nira's concept of luxury is about authentic experiences and primordial pleasure.
“Our focus is on value, not bling,” he says. “We create this value through the genuineness of experiences offered and the quality of service.”
F&B concepts will be site-specific and cuisine will be organic, and fresh with all ingredients farmed, caught, raised or bred within a few miles. There also will be an emphasis on spa services for the concept that Puri brashly expects to be the market leader in ADR wherever he operates.
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