Karl Lagerfeld is branching out into the hospitality arena, as he prepares to launch a chain of hotels and clubs.
The Chanel and Fendi creative director is building his own international brand – Karl Lagerfeld Hotels & Resorts – under a long-term licensing deal with Brandmark Collective BV, reports WWD. The collection will include hotels, residential properties, restaurants and private clubs, all featuring the designer's signature inimitable aesthetic.
It's not the first time that Lagerfeld's dabbled in interior design; he recently redesigned the swimming pool at the Hotel Metropole Monte-Carlo, and has also leant his touch to a 270-room hotel in Macau – part of the Lisboa Palace luxury development – among other projects.
According to Pierpaolo Righi, president and CEO of Lagerfeld's eponymous brand, the move reflects the opportunity to "broaden Karl Lagerfeld's comprehensive lifestyle experience".
The Brandmark CEO Tony Kurz added that the venture "celebrates the designer's unique talent and approach to fashion and lifestyle".
Other fashion houses to have branched out into the hotel business include Versace (the famed Palazzo Versace is in Australia), Armani (Milan and Dubai), and Bulgari (Milan, London and Bali). According to the South China Morning Post, Lagerfeld's first standalone hotel is likely to be built in Macau, where Donatella Versace is also set to open the first Palazzo Versace in Asia.
"While staying at the hotel, the consumer – and guest in this case – is completely immersed in the brand in question," says the branding consultant Constance Dunn.
"This sensory lifestyle experience has the power to cleave a consumer to a brand more potently than a glitzy handbag or bespoke blazer ever could. Remember that branding is not about the object itself, but our feelings attached to it."
As far as the interior decor goes, we're willing to bet it'll feature plenty of monochrome...
Sarah Karmali is the Executive Editor (Digital) of Harper’s Bazaar, overseeing the digital and social media strategy for the brand. She was named Digital Content Leader of the Year at the 2017 PPA Awards. Sarah previously worked on the online teams at Vogue, Marie Claire and InStyle, and wrote fashion and beauty content for the Huffington Post.
