Two luxury brands are joining forces to launch a new automotive-inspired hotel company called Steigenberger Porsche Design Hotels. Jenny Southan reports
For some years, luxury fashion brands such as Armani, Fendi, Versace and Bulgari have been opening their own hotels but now the trend is evolving to encompass top-end automotive brands.
Deutsche Hospitality is the umbrella company for German hotel brand Steigenberger Hotels AG. Together with Porsche Design Group they plan to develop “at least 15 hotels in metropolises right across the world”.
According to a statement released in December 2021, Steigenberger Porsche Design Hotels “will bring together design, technology and lifestyle at the very highest level”. The result will be a “unique brand experience created from the design philosophy and values of the exclusive Porsche Design lifestyle brand”.
“This will be combined with the excellence and experience of Steigenberger, which boasts a representative tradition stretching back for more than 90 years.”
Apparently, investor interest in Steigenberger Porsche Design Hotels is “considerable”. The first planning stage involves the establishment 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, and a health and beauty facility and gym extending over a minimum area of 1,000 sqm.
Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, says: “Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel.
“Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness and which has the highest aspirations regarding quality.
“We have set ourselves the objective of achieving significant worldwide growth by 2027. For us, Steigenberger Porsche Design Hotels constitutes an important step towards appealing to an attractive target group in the long term and towards meeting growing requirements for individuality, exclusivity, design and an inimitable hotel experience.”
Jan Becker, CEO of Porsche Design Group, says: “Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept. Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment.
“Travellers in search of extraordinary experiences will be able to find Steigenberger Porsche Design Hotels at some of the world’s most breath-taking locations.”
The development of Steigenberger Porsche Design Hotels is enabling Porsche Design to transfer its brand philosophy to exterior and interior architecture.
This will allow design expertise to be made accessible to a broad section of the public via the vehicle of outstanding hotel projects. Becker says: “The brand perception factor is becoming increasingly important for customers. In hotels we convey the brand experience in a unique way, and this makes it possible to introduce additional differentiation to the market.”