The Spirit of the 911 Porsche Design enters the hotel market in a joint venture with Deutsche Hospitality.
When Professor Ferdinand Alexander Porsche
Each property will have at least 150 guestrooms
created the 911 back in 1963, little did he know
– including premium suites and penthouses – as
that the high-performance sports car would
well as a gym, health and beauty facilities and
become an icon, let alone pioneer a lifestyle
multiple restaurant and bar concepts; interiors
brand. Not content with its growing collection
will continue the philosophy and design language
of luggage, timepieces and sportswear, Porsche
of the Porsche brand. “The brand perception
Design – an offshoot of the automobile business
factor is becoming increasingly important for
– is now set to enter the hotel sector, introducing
customers,” notes Dr Jan Becker, CEO of Porsche
its signature aesthetic to travellers around the
Design Group. “In hotels we convey the brand
world. In partnership with Deutsche Hospitality
experience in a unique way, and this makes it
– parent group to Steigenberger Hotels & Resorts
possible to introduce additional differentiation
– Porsche Design will tap into the world of
to the market.”
architecture and interiors to develop a new hotel concept in the luxury lifestyle segment. “Steigenberger Porsche Design Hotels marries
objective of achieving significant worldwide
the design philosophy and values of the exclusive
growth by 2027,” Bernhardt concludes. “For
Porsche Design brand with the hospitality and
us, Steigenberger Porsche Design Hotels
service quality of a Steigenberger hotel,” explains
constitutes an important step towards appealing
Marcus Bernhardt, CEO of Steigenberger Hotels
to an attractive target group in the long-term
and Deutsche Hospitality. “Our joint goal is
and towards meeting growing requirements
to establish a new hotel product that seeks
for individuality, exclusivity, design and an
uniqueness and has the highest aspirations
inimitable hotel experience.”
regarding quality.”
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The two parties have set out ambitious plans to make their mark. “We have set ourselves the
Given Porsche Design’s product portfolio, the
With significant interest from investors, the
hotels may well incorporate a retail element
initial plan is for 15 hotels in global metropolises
too, though whether airport pick-up will be in a
such as London, Singapore, Dubai and Shanghai.
Guards Red 911 Convertible remains to be seen.