Aman Confirms Third Brand Atma, First Hotel Set for Miami in 2031

Aman's third brand is called Atma, and its first project — a hotel, branded residences and an invitation-only club in a 1,049-foot Brickell waterfront tower — is targeted for completion in Miami in 2031. The company confirmed the name and location after Skift first reported both in January. It disclosed no room count, no financial terms and no funding plan.

The brand's commercial anchor is performance living: sports, wellness and longevity programming. Tennis champion Novak Djokovic joins as a "global partner" leading content on longevity, nutrition and wellness. A 120,000-square-foot spa and wellness center carries the concept, with indoor tennis, squash and padel courts, a thermal spa and a medical wellness center (a facility pairing clinical services with hospitality).

Where the revenue sits

Atma Miami's unit mix runs from one-bedroom residences to six-bedroom penthouses. Buyers get priority nomination to the invitation-only Atma Club, which ties residence sales directly to the club's membership pipeline.

That matters because residences, not rooms, are Aman's proven cash engine. Chairman and CEO Vlad Doronin told Bloomberg News in July that Aman has sold nearly $9 billion in branded residences over the past four years. The group also raised $900 million in 2022 and a further $360 million in 2023.

Development falls to OKO Group — owned by Doronin himself — alongside Oak Row Equities. The chairman's dual role on both sides of the deal is worth noting for anyone tracking how risk and reward split here.

Can Aman actually scale a third brand?

The announcement lands against a slow rollout record. Aman's second brand, Janu, debuted in 2020; only Janu Tokyo has opened in five years. Janu Dubai has slipped from a 2027 opening to 2029 on the brand's own website.

So Atma's 2031 target is a projection, not a schedule. Aman has given no unit counts, deal values or financing structure — the numbers sellers and investors would need to size the opportunity.

Still, the model repeats what already works for Aman: sell high-value branded residences first, fund operations from that, and attach a club product that deepens lifetime customer value. For trade partners, the near-term sellable inventory is zero until openings arrive, and the watch item is whether Atma breaks Janu's pattern of delays.