In this role, Sereno will be responsible for overseeing and working with the team on all creative levels, including pre-recorded and live entertainment, lighting, mood creation, programming, social media binding and themed events.
Before joining Sugar Beach, Sereno has worked over the past 14 years as a Creative Director in some of the world’s leading resorts. This includes time spent in Dubai, the Maldives, Bahamas and Mexico as Creative Architect at One&Only Resorts Worldwide and with Atlantis Resorts in both the Bahamas and Dubai.
Over the last sixteen years, Yasa Sereno founded Identity Productions where he worked as a freelance creative consultant to assist worldwide premium brands such as Cartier, Rolls-Royce, Moet & Chandon and Tiffany & Co.
Past projects have included the creation of conceptualised individual soundscapes for restaurants, spas, pool areas and public areas to induce a sense of space, individuality and unique sophistication.
Sereno has also been involved in partnerships with organisations such as Keep a Child Alive, a charity co-founded by Alicia Key, and its annual Black Ball fundraising event.
As part of the Sugar Beach team, it is anticipated that Sereno will oversee the establishment of innovative and creative events to ensure that guests at the resort have a truly unique stay.