Porsche Design x Steigenberger

The Spirit of the 911

Porsche Design enters the hotel market in a joint venture with Deutsche Hospitality.

When Professor Ferdinand Alexander Porsche created the 911 back in 1963, little did he know that the high-performance sports car would become an icon, let alone pioneer a lifestyle brand. Not content with its growing collection of luggage, timepieces and sportswear, Porsche Design – an offshoot of the automobile business – is now set to enter the hotel sector, introducing its signature aesthetic to travellers around the world. In partnership with Deutsche Hospitality – parent group to Steigenberger Hotels & Resorts – Porsche Design will tap into the world of architecture and interiors to develop a new hotel concept in the luxury lifestyle segment.

“Steigenberger Porsche Design Hotels marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel,” explains Marcus Bernhardt, CEO of Steigenberger Hotels and Deutsche Hospitality. “Our joint goal is to establish a new hotel product that seeks uniqueness and has the highest aspirations regarding quality.”

With significant interest from investors, the initial plan is for 15 hotels in global metropolises such as London, Singapore, Dubai and Shanghai. Each property will have at least 150 guestrooms – including premium suites and penthouses – as well as a gym, health and beauty facilities and multiple restaurant and bar concepts; interiors will continue the philosophy and design language of the Porsche brand. “The brand perception factor is becoming increasingly important for customers,” notes Dr Jan Becker, CEO of Porsche Design Group. “In hotels we convey the brand experience in a unique way, and this makes it possible to introduce additional differentiation to the market.”

The two parties have set out ambitious plans to make their mark. “We have set ourselves the objective of achieving significant worldwide growth by 2027,” Bernhardt concludes. “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.”

Given Porsche Design’s product portfolio, the hotels may well incorporate a retail element too, though whether airport pick-up will be in a Guards Red 911 Convertible remains to be seen.