Mindfulness-led design with Chiva-Som and WATG

WATG was appointed to work with Chiva-Som on the drafting of their brand standards for master planning and landscape in 2020.

Chiva-Som is an international wellness resort that stands out from other hospitality brands by offering a fully holistic and completely individualised wellness experience for guests. Guests of Chiva-Som are coming to the resort for an innate sense of escaping the day-to-day and achieving health and wellbeing. Whereas other operators might have a wellness facility or spa as part of their offer, the focus on wellbeing is at the heart of a Chiva-Som visit.

The most important part of developing their brand guidelines therefore lay in gaining a deep understanding the brand DNA and their core vision for each new location.

The process of creating design standards began at Chiva-Som Hua Hin, their flagship resort in Thailand. It was here that we could truly get to know their history, their evolution, and the main parts of their DNA that they wished to celebrate and emulate across their growing portfolio.

During our workshops, we engaged in deep discussions with the Chiva-Som technical team, carefully analyzing their current landscape design approach. We explored how guests interact with the properties, focusing on the treatment experiences they seek within the landscape spaces. Additionally, we examined the guest journey from arrival to departure, gaining valuable insights to enhance their overall experience.

Chiva-Som offers something that is entirely different to other wellness operators, and we needed to capture that uniqueness in their standards.

Chiva-Som’s flagship health resort in Hua Hin, Thailand, is deeply rooted in Thai heritage, a defining element of the brand. We sought to understand how Chiva-Som embodies Thai culture and how they could authentically convey it in a culturally relevant way across diverse locations worldwide.

For instance, when designing a resort in the Middle East, we would integrate Chiva-Som’s brand ethos with inspiration from the local environment and culture. This approach would also extend to the selection of treatments, blending globally recognized wellness practices, such as those from Japan or India, with traditional therapies and healing methods unique to the region.

One example of a unique facility at Chiva-Som Hua Hin is the Kneipp Walk, a reflexology water treatment developed by German priest Sebastian Kneipp. This concept features a shallow water walkway with varied textured surfaces—such as bark, stone, and pebbles—designed to stimulate circulation and promote wellness. While the Kneipp Walk is traditionally associated with European hydrotherapy, its core principles align with global wellness practices, making it both distinctive and universally relevant.

In terms of the suggested materials and textures, the core principle is to draw upon the location that we are in. We promote the use of sustainable natural materials, local cultural textiles and translate these into the landscape design. The use of natural materials also increases the richness of a wellness resort, as these are often more authentic and traditionally more difficult to obtain, while providing something totally unique.

Where the climate allows, we want to bring guests into the landscape by creating a welcoming natural landscape and a closer connection to nature as part of the overall wellness experience. There can be biodiversity-driven spaces that bring nature into the site – such as birds or butterflies. Alternatively, there can be outdoor viewing points or meditation spaces that are couched in lush local plant life.

There are several different garden themes that can be incorporated into a resort. For example, there could be gardens based on vibrant colour – perhaps taking influence from Indian chakras or cultural colour plays – or there could be more aromatic gardens based on various therapeutic scents. There are also gardens that offer an opportunity for learning and self-reflection. These could be developed with a range of species as a botanical garden, even using name plaques to educate and provide an explanation of how these plants might be used in the guest’s wellness plan, such as in teas, massage oils, or within a nutrition plan.

Local climate is also a major influence in terms of comfortability for guests. In areas where there is a lot of sun, such as arid locations, shading and thermal comfort can be created through tree canopies.

Water holds incredible power in shaping experiences. Reflections on its surface create a sense of calm, while moving or splashing water enhances cooling effects when combined with the wind. Additionally, the gentle, meditative sounds of flowing water invite moments of mindfulness, enriching the guest experience with tranquility and relaxation.

A high level of privacy is paramount for guests during their stay.  In Chiva-Som’s case, there is a sense of being inside a “cocoon” upon entering the property. The design should therefore provide physical, emotional, and mental security for the guests. The flow of the resort thus allows transition through a sequence of tailored experiences, making privacy the key element.

As such, the separation or cross flows of servicing is a priority when considering the design of each hotel. To maintain a sense of privacy for guests, front-of-house and back-of-house should have minimal interaction and should almost be camouflaged into the design.

To accomplish this, designers may incorporate a discreet back-of-house passage encircling the resort, strategically connecting key access points. Thoughtful landscaping along this route can serve as a natural partition, effectively concealing service elements from guest areas. This approach not only reinforces the resort’s ambiance of seclusion and escape but also optimizes operational efficiency for back-of-house services.

A new focus for Chiva-Som is on offering family experiences. Although the focus has been on adult wellness, the brand is bringing its knowledge to family wellness, allowing parents to enjoy a retreat alongside their children. Guest programmes can be combined and integrated – or they can be separated (i.e., father – son or mother and daughter experiences) but the togetherness aspect is key to create memorable experiences and growth on the wellness journey together.