MCM, Amara Sanctuary brings Milan to Sentosa with pet-friendly experience

Amara Sanctuary Sentosa has partnered with German luxury fashion house MCM to launch an exclusive lifestyle collaboration spotlighting MCM’s Autumn/Winter 2025 collection.

Following its global debut at Milan Design Week 2025 featuring a Pet Therapy concept, Amara Sanctuary will be the first stop of MCM's Asian tour, followed by Malaysia and Hong Kong.

As one of Singapore’s pioneering luxury pet-friendly resorts, Amara Sanctuary was the perfect setting to showcase MCM’s vision of modern luxury that embraces comfort, creativity, and the emotional bond between people and their pets, said Anthony Lim, general manager, Amara Sanctuary Sentosa when MARKETING-INTERACTIVE reached out. 

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Central to the partnership is the MCM experience two-bedroom villa, a fully styled villa blending fashion, design, and pet-inclusive hospitality. Within the villa, guests can enjoy a chauffeured ride in an MCM-branded buggy, access to bespoke villa interiors featuring MCM's signature pet accessories such as a 1-metre-tall bunny, small bear and pup figures, designer dog poufs as well as Tic-tac-toe game boxes, trays and the full MCM Parfum collection. 

Guests can also look forward to a curated gift set including two 30ml bottles from MCM's latest fragrance range and an MCM shopping voucher. 

"Our goal was to reimagine what luxury hospitality looks like for today’s pet-loving travellers. This partnership with MCM allowed us to move beyond traditional hotel experiences and co-create a lifestyle activation that seamlessly blends fashion, design, and pet-inclusive living. It was also an opportunity to reinforce our leadership as one of Singapore’s first luxury pet-friendly resorts, and to connect meaningfully with a growing audience who see their pets not just as companions, but as family," explained Lim.

Complimenting the villa stay is the MCM x Amara Sancturary afternoon tea set available on weekends at the Sacturary Tearoom. Inspired by MCM’s fragrance collection, this limited-time offering reimagines signature scents through flavourful, delicate pairings. The experience runs until 10 August 2025 and invites both guests and their furry companions to enjoy a refined yet playful island escape.

To amplify the partnership, Amara Sanctuary and MCM will be rolling out a comprehensive marketing strategy comprising targeted PR, digital platforms and immersive on-property activations. Thai celebrity Love Pattranite headlined a one-day media event featuring interviews and photo opportunities to generate buzz and media interest. 

In addition, the two-day pop-up showcase at Amara’s Glass Pavilion presented MCM’s Autumn/Winter 2025 collection, alongside pet photography sessions, an MCM fragrance discovery experience, and limited-edition MCM animal articles available for adoption. Proceeds from these exclusive pieces will be donated 100% to local animal welfare charity Voices For Animals. 

In tandem, key opinion leaders and micro-influencers were also engaged for social media campaigns to enhance online engagement. 

"The lines between hospitality and fashion are becoming less defined, creating space for experiences that are more immersive, expressive, and lifestyle-driven. Travellers today seek more than just accommodation. They are drawn to destinations that reflect their personal taste and values, where design and storytelling shape the overall experience," said Lim.

"For us, it means re-imagining spaces that are visually distinctive, emotionally resonant and being open to creative partnerships that enhance how our guests engage with their surroundings and companions in genuine and unexpected ways," he added. 

The definition of luxury is evolving as lines between hospitality, fashion and culture continues to blur. No longer confined to invitation-only events or hushed boutiques, luxury has become experiential, immersive, and culturally embedded.

This shift is evident across the region from pop-up activations such as Coach’s recent showcase at ION Orchard, which celebrated its iconic Tabby bag with a wave of immersive experiences including live artistry and popsicles shaped like the bags, to music videos that double as high-concept campaigns.

Luxury is creeping into categories beyond fashion and now reflects the desires of modern consumers who seek identity, storytelling and expression in every touchpoint.

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