Forbidden Fruit
Phillipe & Vi Kjellgren

Words Allison Reiber DiLiegro

Born from a lifelong obsession with one of the world’s most overlooked islands, Voaara Madagascar on Sainte-Marie is the realization of a shared dream and a reminder that the best places on earth are rarely the easiest to reach. And best enjoyed barefoot.

For Phillipe and VI, true luxury is sandy feet, a grilled lobster, and a genuine smile—an experience simply made to be felt. Here, they tell us what it means to find paradise on the other side of an unexpected journey.

That was January 10th, 2020, then COVID hit. I spent two years wiring him money on nothing more than a handwritten agreement, purely on trust. The call I made to my wife that day was simply: “Hey, we just bought a hotel!”

What’s your story as a couple? How did you meet?

We met through mutual friends in Vancouver, on a blind date. My wife was originally born in Vietnam but came to Canada when she was five, so she’s very Canadian with Asian heritage.

How did you come to open a hotel together?

It was more of a lifelong dream of mine. I grew up in Madagascar, and as a family we vacationed on the island of Sainte-Marie. It never left me. In 2017 I returned, found a small hotel on the very spot I’d once considered buying land, introduced myself to the owner and asked if he’d sell. He said, essentially, "If you have cash, maybe." Rather than go home and negotiate, I surprised him with an offer. He surprised me and accepted with a handshake.

What stands out from your teenage years in Madagascar?

What’s remarkable is how little has changed. It reminds me of places like Koh Samui or Bali as they were when I first visited as a young man, that same authenticity and innocence, largely intact. The essence hasn’t really shifted in 45 years.

Why do you think it’s stayed so preserved?

Largely because it’s one of the poorest countries in the world. Very little development has reached it, for better or worse.

You’ve stayed in over 2,000 hotels across 150 countries. How did that shape what you wanted to build?

I have a kind of photographic memory for experiences, not for words on a page, but for colors, textures, design, atmosphere. My wife had visited five countries when we met, and now she’s been to ninety.

What struck us, having seen so much, was that something is missing in the barefoot luxury space. Most of the major brands have converged into something almost interchangeable and we felt there was a gap. Voaara is built from all the elements we’ve loved most around the world, distilled into something distinct. The name itself is two Malagasy words meaning, together, "sacred nature" or "forbidden fruit."

Which meaning do you lean toward?

I love the idea of forbidden fruit, though sacred nature is genuinely what surrounds us here. They both fit.

What’s your biggest pet peeve in a hotel room?

Plugs. Why should a guest arriving in any country need to ask for a converter? Universal plugs exist, there’s no excuse. Beyond that: poor internet and charging for water. Water and internet should simply be provided.

How would you describe your philosophy of barefoot luxury?

Barefoot luxury is about taking the fuss out of luxury—warm service, sandy feet, a grilled lobster, no pretense. True luxury for us is architecture that fits into nature rather than imposing on it. As one guest put it after arriving frustrated and leaving at ease: “Paradise was never meant to be easy to reach.”

How did you collaborate with architect Luis Mirira on the design?

Luis is an extraordinary architect with a very distinct style, and crucially, he’s open-minded. He lets my ideas flow, then helps shape them into something buildable. He looks at my more ambitious thinking and asks: is this possible? Then he makes it happen.

What detail of the hotel are you most proud of?

There are many things I’m proud of. Franco’s Bar is a simple outdoor bar by the beach that I love, and the Bird’s Nest gives guests a genuine aha moment. But overall, what people truly value here is the nature and the surroundings, the privacy, the beauty of the place, and the fact that the architecture doesn’t intrude. We use the best beds and linens, but that’s expected. What’s irreplaceable is the setting, the place we are in the world.

What’s your vision for Voaara’s future?

Voaara will remain a barefoot luxury brand that stays true to its origins. We’re already expanding, opening a property in the Grenadines, but wherever we go the approach will be the same: embrace local nature and materials, work closely with local communities, and build something that genuinely belongs where it sits.

What makes Sainte-Marie such a special place?

It has genuine history. It was a pirate haven, home to the first church ever built in Madagascar, and Captain Kidd is said to be buried here. It’s a beautiful island with healthy reefs, extraordinary beaches, and an authenticity that remains largely intact. But above all, it’s the people; their kindness is one of the island’s greatest qualities.

What’s one local tradition every guest should know about?

The mermaids. On our property, there are two sacred places: a small lagoon and the top of the mountain. The lagoon is believed to be home to mermaids, and many locals will tell you, quite matter-of-factly, that they’ve seen them. I’ve even had a meeting with someone representing the mermaid community, who made clear that we couldn’t install lights on the lagoon; the mermaids wouldn’t want that.

I find it a beautiful tradition. The animist beliefs here deserve real respect. And who knows? Perhaps the reason one doesn’t see these things is simply because they don’t believe in them.

You’ve also established a charity for the local community. Can you tell us about it?

A portion of service fees goes toward replanting trees to combat deforestation; supporting local agriculture by teaching better farming methods and buying the produce back from locals; reintroducing species once native to Sainte-Marie (lemurs, chameleons, snakes, birds); and renovating schools, churches, and landmarks like the lighthouse. My wife has also been deeply involved in teaching English to our staff, and we’re now purchasing a school where we’ll offer free lessons to the local community. This will remain a core philosophy of all our projects.