These Luxury Brands are Now Entering the Hotel Game
Five new properties are available from a watchmaker. A fragrance house. A publishing power-player.
Roberta Valerio/Courtesy Maison Fragonard
Scenes from Maison Fragonard, Arles, South France. In summer 2021, the luxury fragrance house opened a six-room hotel.
For decades, luxury fashion houses have experimented with hospitality. They are famous for iconic labels such as Armani, Versace, and Armani. Bulgari, Fendi, GucciLouis Vuitton is known for bringing the best in luxury and fashion. restaurants Hotels into their orbit. Haute couture is not the only way to get in.
In recent years, high-profile names in other industries have announced their own forays into the hotel world — often with the goal of bringing their brand equity and aesthetic along with them. Find out five things you need to know about these openings.
Roberta Valerio/Courtesy Maison Fragonard
Maison Fragonard guest room
Fragonard
Provence The six-key system made the summer a little more fragrant with its debut. Maison Fragonard, in Arles, a collaboration between Agnès and Françoise Costa — scions of the century-old perfume brand — and the Paris-based design firm Ateliers Saint-Lazare. A ground-floor boutique stocks apparel, home goods, and scents like the new Belle d’ArlesThis has citrus and orange blossom notes.
Audemars Piguet
The watch brand has been attracting travelers to its home village of Le Brassus, in Switzerland’s Vallée de Joux, with a slate of projects: The company debuts its Musée Atelier Audemars Piguet In the summer 2020, the 50-room addition was made. Hôtel des Horlogers — literally, “the watchmakers’ hotel.” Both were designed by Bjarke Ingels Group.
Christophe Bielsa/Courtesy Maison Elle
The Maison Elle bar, Paris.
Elle
France’s fashion publishing giant made waves in spring 2022 with the announcement of two new hospitality brands. There’s the city-focused Maison Elle Collection, which was recently launched with a 25-room property in Paris’s 17th Arrondissement; next year, a beach retreat in Jalisco will kick off its resort branch, Elle Hotel.
Christian Louboutin
In partnership with the luxury management firm, the footwear icon will open an inn/restaurant in the next few months. Marugal. The 13-room Hotel Vermelho is in the village of Melides, on Portugal’s Alentejo coast — long a favorite vacation destination for the designer.
Courtesy RH
Exterior of RH Guesthouse in Manhattan’s Meatpacking District.
RH
The home brand has expanded into hospitality A full-service yacht charter RH ThreeA pair of private jets is on the horizon. RH One Two; and, in September: RH Guesthouse in New York City. Only a few steps away RH’s Meatpacking District showroom, the 1887 building houses a restaurant and subterranean caviar bar, nine rooms and suites decked out in Italian travertine and white oak, and a full-story “residence,” plus one of New York’s hottest commodities: a rooftop pool.
This story was first published in the October 2022 issue. Travel + Leisure Unter dem Titel “Ways To Stay in (Branded), Luxury”
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