The naked brand has been known for luring thousands of people inChina to escape from their glamorous yet high-strung city life to return back to nature. The naked story has been a phenomenon on many levels: it has transformed the sleepy hills of Moganshan into a buzzing destination, inspired the trend of weekend getaways, and become a regular in people’s social media posts. Eight years after its door first opened, it continues to enjoy the reputation of being one of the most sought after resorts in the region.
It would have been so easy for naked to replicate its success from the past. Yet, in its second coming, naked shows that its dream is bigger than being the most successful resort brand in China, and puts its transformative “naked touch” on a surprisingly diverse set of offerings. naked gives people access to nature, healthy food, a fun work environment, eco-friendly products, experimental learning, and healthcare, so everyone can “live naked.”
Fans of naked are still dazed by the varied and unexpected offerings that have been launched so far: in the summer of 2015, on the tree-lined Wuyuan Road in Shanghai, naked Bite brings eclectically and exotically flavored food, made with fresh and healthy ingredients, to a diverse clientele young and mature, Chinese and foreign; next to it is the retail store naked Things, showcasing the most eco-friendly, thoughtful, crafty, and fun items; in October, the spectacular catamaran Arabella sails on the Andaman Sea, Thailand, upping the game of adventure and luxury for the restless souls craving to be allured by new facets of nature’s boundless beauty.
naked Hub, opening in November on Fuxing road, will showcase a side of the naked vision that no one has seen before. The mission of the naked Hub is to serve, sustain, and inspire the rising class of start-ups, mobile workers, and freelancers, through both providing ready-to-use work space and creating a tightly knit real life network enabled by technology. Inside the Hub, the naked spirit is palpable: instead of answering to a boss, you should answer to your true calling; instead of spending time on what needs to be done, you should focus on what you love doing; instead of striving for a “balance,” work should become part of your fun, healthy, and sustainable lifestyle. Because we believe that in our lives, we devote most of our waking hours to work, and the quality of our work life is also the quality of our life.
The dream of naked, which has always been there since the nascent days of the brand, is coming into sharp focus: by transforming one aspect of contemporary life — travel, eat, work, learn, and care — at a time, we help Chinese people to live as richly as possible without losing balance. In the midst of big and often stressful changes in our society, environment, and ourselves, it’s so easy to get seduced — the promise of success, the pressure to get ahead, and the deteriorating environment — and left feeling uprooted, unsure, and lopsided. naked is passionate about helping everyone to “live naked” that keeps them healthy, happy, unburdened, and true to who they really are.
After 8 years of hard work and preparation behind the scene, the naked brand is indeed at a tipping point. In addition to the 3 projects completed in 2015, 5 more, in investment of more than RMB 2 billion, are scheduled tobe complete in 2016: two more naked Hub locations will open in February and March; naked Discovery, a learning center for children to study in an immersive, experimental, and hands-on manner, will welcome its first class of students in the summer; naked Castle, another project in Moganshan that resurrects a lost local landmark, will be ready to receive guests in May; naked Water, a new resort moored to both the glimmering water of Taihu and a deep cultural reservoir of Suzhou, awaits its honored guests in October.
To truly impact every aspect of people’s lives — travel, work, eat, learn, and care in partnership with Jiahui Health, a network that provides the full spectrum of health care — naked also wants to help consumers understand and take full advantage of varied offerings. To that end, naked will launch a program bringing different businesses together. With a low threshold spend with any business, consumers will also receive a naked membership that offers benefits across the naked family — opening the door to naked Hub, giving you priority in the waiting list for naked Stables, free drinks at naked Bite, or complimentary stays on Arabella.
naked has always been a beloved brand since its launch. As it expands, an easier path would have been to stay within its comfort zone for assured success. Yet naked decides to stay true to its dream since its inception — to help everyone live naked. The transformation of Moganshan is behind us, and now naked is ready to perform a much bigger act, on a much bigger stage that’s the contemporary life of China.