«Найти своих людей». Соосновательница VCG Club Александра Чиркина о философии VCG Club, магии Пхукета и медиа хороших новостей

1. How does this collaboration reflect Dusit International’s evolving approach to hospitality — particularly as it shifts from short-term stays to long-term living experiences?

What’s changing is not what we do, but where and how we do it.
Dusit has always been about creating meaningful experiences through Thai-inspired gracious hospitality. Today, we’re seeing those experiences extend beyond traditional hotel stays into environments where people stay for longer, or even permanently.
At Layan Verde, our role is to bring that same level of care, consistency, and service into a dual hotel and residential setting. It’s about building trust over time, not just delivering memorable moments, and ensuring that the experience feels seamless whether someone is staying for a few nights or calling it home.

2. Dusit has a long-standing presence in Phuket. How does Layan Verde allow you to reinterpret that legacy for a new generation of residents and guests?

Our journey in Phuket spans more than three decades with Dusit Thani Laguna Phuket, which has built a strong foundation of trust and recognition.
Layan Verde gives us the opportunity to build on this heritage and bring our expertise into a more contemporary, lifestyle-driven setting – one that blends residential comfort, sustainability, and curated experiences.
It is less about a stay, and more about how people live, connect, and belong over time.

3. Layan Verde introduces a dual-branded concept: ASHORE Hotel & Residences, a Dusit Collection and Layan Verde Residences, a Dusit Collection. How do you approach designing two parallel experiences — one for hotel guests and one for residents — while maintaining a coherent identity?

It starts with understanding that guests and residents live in the same environment, but experience it differently.
Our role as operator is to deliver two distinct journeys: a more dynamic, discovery-led experience for hotel guests, and a more private, consistent, and personalised experience for residents.
What connects them is a unified service philosophy rooted in Dusit Graciousness. Across both brands, the experience is anchored in thoughtful service, a strong sense of place, and attention to detail.

4. In a place where people don’t just visit but live, how does your understanding of service change? What becomes more important over time?

In a residential context, service becomes less about moments and more about relationships.
Over time, what matters most is trust, reliability, and anticipation. Residents expect their preferences to be understood, their routines respected, and their privacy protected.
As hotel operators with experience managing serviced apartments and luxury residential projects, we focus on building a service culture where teams are empowered to deliver subtle, intuitive support rather than overt or transactional interactions. The goal is to create an environment where service feels natural and reassuring, day after day.

5. What kinds of everyday touchpoints or rituals are you intentionally building into the experience — the details that shape how a place feels on an ordinary day?

The most meaningful experiences are often the simplest ones.
At Layan Verde, we will focus on everyday rituals – how a resident starts their morning, how they unwind in the evening, and how they interact with the space throughout the day.
This could be as simple as a familiar greeting, a preferred coffee prepared without asking, or curated wellness activities that become part of a routine.
As operators, our role is to shape these touchpoints so that, over time, they create a sense of rhythm, comfort, and belonging.

6. The project places a strong emphasis on well-being. How is this translated into actual services and programming in the daily life of residents?

Well-being has to be lived, not just designed.
At Dusit, we look at how environment, service, and experience come together to support both physical and mental well-being.
This means creating an ecosystem where wellness is naturally part of everyday life – not something you schedule, but something you experience continuously through curated activities and personalised support.

7. Phuket is increasingly becoming a place for permanent living. How does this shift influence the way you design hospitality experiences today?

This shift is significant. Phuket is no longer just a destination; it is increasingly a place to live and invest for the long term.
As a result, hospitality must adapt. Experiences need to be more sustainable, practical, and community-oriented.
Our role is to ensure operations support daily life as well as leisure moments, from service design to how spaces are used, always with a focus on long-term livability.

8. How do you balance privacy and a sense of community within a residential hospitality model like this?
It is about offering choice and control. Residents should be able to engage with the community when they wish, and retreat into privacy when they prefer.

Operationally, this means creating layers of experience – private spaces, shared environments, and curated activities – all supported by a service approach that respects individual preferences.
The balance is achieved when residents feel both connected and completely at ease in their own space.

9. As you look toward the opening, which aspects of the operational experience are you focusing on most closely to ensure the project feels seamless from day one?

Our focus is on three key areas: people, processes, and consistency.
It starts with our team. Every interaction needs to reflect our service philosophy of Thai-inspired gracious hospitality, so we have placed significant emphasis on training and culture from the outset.
Strong operational foundations are also essential. Processes must be intuitive, efficient, and reliable so that the experience feels effortless for both guests and residents.
Ultimately, our role as operator is to ensure everything comes together seamlessly from day one, creating an environment where quality is immediately felt and consistently delivered.

10. If you imagine someone who has been living at Layan Verde for a year, what does their relationship with the place look like? What makes them stay?

By that point, it is no longer just a place they live. It becomes part of their identity.
They stay because it works for them, because it feels comfortable, intuitive, and aligned with their lifestyle. There is a sense of familiarity, of being understood.
And ultimately, that is what we aim to create, not just a destination, but a place people genuinely call home.