Karl Lagerfeld is a well-known name synonymous with high-end style and flair. The fashion forward genius is in the midst of a long-term licensing deal between his brand and Brandmark Collective BV to create Karl Lagerfeld Hotels & Resorts. Further down the line there will also be private clubs and restaurants, as well as residential properties, all under Karl Lagerfeld Hospitality.
This may seem like a sudden venture for a fashion guru, but it really makes sense. Karl Lagerfeld has made it a point to be transparent in his affection for hotel living. Why would his next venture not be to check himself into a hotel built with his own aesthetic? According to the President and CO of Karl Lagerfeld, Pierpaolo Righi professed that this development within Karl Lagerfeld’s brand is due to his desire to “broaden Karl Lagerfeld’s comprehensive lifestyle experience.”
This is not a sudden development either. Karl Lagerfeld has been working on interior design projects in several places to great reception and success. One of these projects is a ‘six-star’ Macau hotel in a 20-storey tower that is rumored to have 27 posh designed rooms. This hotel will be part of the 2017 future Lisboa Palace luxury development that is sure to charge the big bucks.
Other interior design projects that Karl Lagerfeld has undertaken include two lobby spaces for the Art Shoppe Lofts + Condos, a condo complex in Toronto, Canada. Additionally, he will be designing the lobbies of two hot spot twin residential 50-storey towers in Miami FL.
Though this is definitely a well-progressed plan, the Hotel and Hospitality world is ruthless. Adding in the residential design options and eventual property ownership, restaurants and private clubs means that this foray was well thought out and intended to be meticulously executed.
This is not a random assumption, my family’s business is Hotel and Hospitality, and though I do not know everything, I certainly know this: customer satisfaction, approval ratings, occupancy percentages, competitive rates, location related off seasons, the constant fight to stay relevant, the insurgence of Airbnb and other similar options are taking a toll on the industry and requiring massive adjustments to the status quo.
Brandmark Collective is a young company that was established in Amsterdam in 2015, but they have brought forth nearly 30 different hotels worldwide. This collaboration between Brandmark Collective and Karl Lagerfeld is stated to be impressive, not to just exist as a cool option.
There are other fashion names and luxe brands that have ventured into the hotel space, such as Baccarat, Bulgari, Giorgio Armani and Versace. This is not a deterrent, Lagerfeld’s branching out in several different directions and all are anticipated to be wildly successful and interesting.
Photo courtesy of Livingly