La Vie Hotels and Resorts is launching a new lifestyle brand with the opening of a new-build island resort in the Maldives.

The business shared the announcement exclusively to HM during the 14th Asia Pacific Hotel Industry Conference and Exhibition (AHICE), which is taking place at the Adelaide Oval on May 3-4.

NOOE – which stands for Never Odd Or Even – promises buzzy lobbies, locally-loved restaurants and sharply-designed work spaces.

“We have been working on creating the NOOE brand for some time now, and we are thrilled to be launching this new lifestyle offering in the Maldives with our partners CJL Investments,” said La Vie Hotels and Resorts Managing Director, Craig Bond.

“The NOOE brand brings together what it means to live a balanced lifestyle; blending work, play, relaxation, good food and drink, and adventure all into one, and we are excited to grow the brand in other resort and urban locations.”

The first resort, NOOE Maldives Kunaavashi, features 72 bungalows and villas – 39 of which are over water. The two-storey overwater villas feature private plunge pools and a large deck area.

The resort also includes six food and beverage outlets, a watersports centre, kids club, boutique store and spa.

F&B is a key part of the offering with a major focus on local culture through its culinary experiences. All-day dining restaurant Ìrǔ (Sun) will offer themed buffets and live action stations; W·āsho’ku offers Japanese-inspired dining; while fl·äm·ē is a chargrill overwater restaurant serving up premium seafood and locally-sourced produce.

Clubhouse is a global feature of the brand, and features an all-day dining offering with Mediterranean influenced small plates, coffee and cocktails.

“Careful attention has been paid to the design and layout to our Maldives resort, ensuring all who visit have the space and privacy to completely unwind,” Bond said.

“With 72 incredible bungalows and villas, a day spa, watersports centre, kids club, not to mention six restaurants and bars to choose from, the dream of paradise can truly be enjoyed.

“The Maldives has always been known as a bucket list destination for travellers across the globe, so what better place to launch a new lifestyle brand that promotes a balanced holiday than the place everyone dreams of visiting.

“We’ve long seen a gap in the market for an upscale lifestyle brand and see huge growth opportunities for urban and resort properties within this segment across Asia Pacific. We look forward to growing NOOE and bringing owners and guests on the journey with us.”