Porsche Design and Steigenberger will create co-branded hotels
Two luxury brands are joining forces to launch a new automotive-inspired hotel company called Steigenberger Porsche Design Hotels. Jenny Southan Reporting
In recent years, luxury fashion brands such as Armani, Fendi, Versace and Bulgari have opened their own hotels, but the trend is now shifting towards high-end automotive brands.
Deutsche Hospitality is the umbrella company of the German hotel brand Steigenberger Hotels AG. Together with Porsche Design Group, they plan to develop “at least 15 hotels in metropolises around the world”.
According to a statement released in December 2021, Steigenberger Porsche Design Hotels “will bring together design, technology and lifestyle at the highest level”. The result will be a “unique brand experience created from the design philosophy and values of the exclusive lifestyle brand Porsche Design”.
“This will be combined with the excellence and experience of Steigenberger, which has a representative tradition that dates back over 90 years.”
Apparently, investor interest in Steigenberger Porsche Design Hotels is “considerable”. The first planning stage involves the creation of up to 15 hotels in global metropolises such as London, Singapore, Dubai and Shanghai.
The hotels will offer at least 150 rooms, suites and penthouses. They will also have a “remarkable” restaurant and bar concept, exclusive Meet and Greet Cubes, a health and beauty center and a gym covering a minimum area of 1,000 m². .
Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, says: “Steigenberger Porsche Design Hotels is creating a brand that combines the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel.
“Our common goal is to establish a new hotel product for a global target group that seeks uniqueness and has the highest aspirations for quality.
“We have set ourselves the goal of achieving significant global growth by 2027. For us, the Steigenberger Porsche Design Hotels are an important step to attract an attractive target group in the long term and to meet the growing demands for individuality, exclusivity, design and quality. inimitable hotel experience.”
Jan Becker, CEO of Porsche Design Group, said: “The Steigenberger Porsche Design Hotels will boast an unusual and exceptional space and lighting concept. The innovative rooms and suites will feature a singular design and interior that captures the spirit of the surroundings.
“Travellers looking for extraordinary experiences will find the Steigenberger Porsche Design Hotels in some of the most breathtaking locations in the world.”
The development of the Steigenberger Porsche Design Hotels allows Porsche Design to transfer its brand philosophy to exterior and interior architecture.
This will make design expertise accessible to a wide audience via the vehicle of exceptional hotel projects. Becker says, “The brand perception factor is becoming increasingly important to customers. In hotels, we convey the brand experience in a unique way, which helps introduce further differentiation in the market.