LaCURE Villas launches new THEE Divine Villa brand

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At a time when others in the industry are pulling back, luxury villa industry pioneer Geoffrey H.G. Williams is rolling out a bold new concept in top-tier travel: THEE divine villa.

The first-ever authentic villa brand, THEE will collaborate with the internationally renowned design and branding company Yoo – owned and co-founded by developer John Hitchcox and designer Philippe Starck to create individual turn-key, fully-staffed spa villas in the world’s most sought-after locales.

THEE divine villa will cater to the most discerning travelers – those who seek authentic experiences, who are accustomed to the best the world has to offer, and whose busy, often public, lifestyles demand a level of privacy increasingly elusive in today’s crowded world, and which cannot be re-created in even the most exclusive of hotels,” said Williams, president of THEE divine villa, who added that the company is looking at locations in Turks and Caicos, Mexico’s Riviera Maya, Anguilla and Grenada for its first development projects.

Williams founded THEE along with his partners in LaCURE Villas, a 30-year leader in the luxury vacation rental industry, which represents some of the world’s most stunning villa properties in the Caribbean, Mexico, Central America, Italy, France, Morocco and Asia.

The inspiration behind THEE is Roaring Pavilion Villa & Spa, LaCURE’s flagship property in Jamaica’s St. Ann’s Bay.  This exceptional, four-bedroom, plantation-style villa, set on the spectacular stretch of sand where Ursula Andress famously emerged from the surf in the James Bond film Dr. No, is the only property of its kind with an on-site spa and full-time spa attendants.

“Roaring Pavilion has set the bar for a villa experience like no other,” says Williams. “For more than 15 years, it has been a sought-after retreat for the world’s top celebrities, business leaders and heads of states, who have urged us to re-create the experience in other locations around the world.  THEE divine villa is designed to fulfill that dream, drawing inspiration from Roaring Pavilion as its physical and spiritual model and raising the bar even higher.”

THEE will introduce a full-service private spa concept to the luxury villa market, THEE divine spa, which will be a signature of each residence, with treatment concepts, including a patent anti-aging technology, and products by the world-renowned Ligne St. Barth.  Another brand signature will be THEE divine sound – a private home theater developed through a partnership with Bowers and Wilkins.

Tucked within expansive, generously landscaped grounds and discreetly staffed, each uniquely designed private villa will be held to exacting architectural and service standards. At the same time, local culture will inspire the design details to ensure a guest experience as authentic as it is exclusive.  Each will benefit from the cachet of a signature designer associated with Yoo, whose ranks include, among others, international style icons Philippe Starck, Jade Jagger and Marcel Wanders.

Among the criteria of a THEE divine villa will be a floor plan ranging from four- to six-bedrooms with a minimum of 5,500 square feet, a lot of at least three-quarters of an acre with private pool, and a full villa staff, from live-in butlers, cooks and housemaids to laundresses, gardeners, villa managers and more.  Each villa will be staffed, managed and rented through one highly experienced source, the THEE rental program.

“As adopted by many luxury hotel brands and resort developers, the new era of villa development serves more as an extension of the hotel experience, diluting the very core of what a true villa stands for,” said Williams.  “By creating fully private and independently staffed properties, THEE represents a return to the villa in its purest sense – in which the guest, not the place, defines his or her experience and the staff is entirely committed to making that experience happen, whether it’s a spa treatment at midnight or sharing a chef-prepared family recipe by the pool.  THEE divine villa will take personalized service to a level that simply cannot be accomplished in a larger resort setting, but only in the environment of one’s private villa – making the guest experience feel truly like Heaven on Earth.”

Construction is scheduled to begin in 2010. Thee Divine Villa.



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