Starboard - Issue 6

Page 72

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.


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