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URBAN BEAT Doronin has moulded the hospitality brand in his image, with an eye for expanding into new markets, a push into developing residences and a greater focus on promoting wellness. To some old-money customers, these avenues appear in contrast to the subtlety bordering on invisibility for which the Aman brand was once known, but Doronin’s formula has certainly brought a fresh perspective and a new, younger and less discreet audience into the fold. “Before I owned Aman, I always wanted to have them in cities,” he says. “One of my first goals was to apply exactly what we had in our resorts, but instead of it existing horizontally, it’s vertically.”

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