Chinese travellers have seen the world. Affluent and curious, they now seek more than luxury — they crave cultural depth, local connection and experiences that engage both mind and body. This shift is inspiring China’s hospitality industry to redefine the meaning of luxury travel at home.
From the outset, AHN LAN set out to create a home-grown resort brand that would speak directly to the evolving lifestyles of sophisticated Chinese travellers. Working in partnership with JWDK, the brand discovered its voice and spirit amid the serene landscapes of Zhejiang Province.
Rediscovering cultural traditions
During its research, JWDK uncovered a neglected truth. While the modern idea of a “resort retreat” can be traced to the Roman bathhouses, where individuals pursued cleansing and relaxation, China’s retreat traditions have always been more communal. In ancient times, scholars and poets gathered with family and friends in beautiful natural settings to converse, share ideas and enjoy cultural activities together. It was this sense of sociable escape that inspired AHN LAN’s vision.
Building on these traditions, the brand adopted a villa-style model designed for groups rather than individuals. Its new slogan, Escape to Gather, coined by JWDK, captures the joy of stepping away from daily routine and embracing meaningful time with friends in nature.
©skynesher
The host of hosts
AHN LAN’s luxury service culture was refined to highlight the uniqueness of China’s inclusive spirit of hospitality. Rooted in values of sincerity (诚), respect (敬), inclusivity (纳) and joy (喜), the service credo encourages staff to support every guest and their hosts with the same warmth and attentiveness found at a traditional family banquet.
©新昌安岚
©宁海安岚
Designing for the soul
The name AHN LAN evokes peace and tranquillity, inspired by Zhejiang’s misty mountains and flowing rivers. Its logo blends the silhouette of traditional Chinese rooftops with calligraphic brushstrokes, creating a mark firmly rooted in the East yet fluent on the global stage.
Each resort expresses its own sense of place. From Ninghai to Xinchang and Qiandaohu, JWDK created refined pattern designs unique to each destination. Threaded through the identity is the magpie: a spirited messenger calling friends together in nature and a vivid emblem of AHN LAN’s joy.
A brand set to flourish
Since launch, AHN LAN has emerged as a new benchmark for Chinese luxury: a place where culture and nature meet, and where gatherings turn into lasting memories. With a cohesive and distinctive brand identity, it now stands ready for expansion, guided by a vision of joy and togetherness.
©安岚度假村及酒店
©安岚度假村及酒店
©周米儿
©安岚度假村及酒店
©安岚度假村及酒店
©安岚度假村及酒店
©安岚度假村及酒店
©安岚度假村及酒店
©安岚度假村及酒店
