Saturday 24 July, 2021
Porsche Design and Steigenberger partner
Porsche Design Group and Steigenberger Hotels AG will launch Steigenberger Porsche Design Hotels in a number of cities globally.
EDITOR'S COMMENT
24/07/21
• The entry of retail brands into the hospitality space has been executed to varying successes. Bulgari, West Elm, Shinola and most recently PrettyLittleThing are but a few names that have dabbled in hotels - a move which is increasingly referred to as experiential retail. Porsche Design, the creative lifestyle arm of the company's automotive business, is the latest to join this growing list with the signing of an agreement with Steigenberger Hotels to roll out a luxury brand worldwide.
Porsche isn't the first carmaker to extend its name into hotels. Tonino Lamborghini, son of motoring legend Ferruccio, established an accessories brand in the 80s before opening its first hotel some 30 years later. Historically a lucrative business, hotels are an attractive asset for investment, capable of delivering a healthy ROI and especially when the value proposition is strong.
In this instance, following over a year of devastation for the hotel and retail industries, the timing could be ironically favourable. The crisis has forced us all to reimagine a different future amid changing habits and tastes, and the creation of a new hotel brand - one that's rooted in iconic design principles and guided by the philosophy "optimise function" - could push the boundaries of a hotel's use and performance.
Given the entrepreneurial spirit of some hoteliers to diversify operations and reformat space, I'm excited to see how far Porsche Design will embrace its vision of discovering "exceptional solutions" within the four walls of a hotel.
Scroll down for more of the week's news.
Eloise Hanson Editor
+44 (0)7824 636 365 eloise@internationalhospitality.media
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