Porsche Design and Steigenberger to Establish Joint Hotel Brand

Main Photo: Dr Jan Becker from Porsche Design and Marcus Bernhardt of Steigenberger sign the collaboration deal

Date: July 2021

Name: Porsche Design and Steigenberger to create Steigenberger Porsche Design Hotels

Location: Global, in time

Number of Keys: TBA

Who’s Involved: Functional design and a unique brand experience are about to merge at the very highest level. Dr. Jan Becker, CEO Porsche Design Group and Marcus Bernhardt, CEO Steigenberger Hotels AG/Deutsche Hospitality met at the Steigenberger Icon Hotel Frankfurter Hof to sign an agreement that heralds the creation of a joint hotel brand. The intention is that “Steigenberger Porsche Design Hotels” will be launched in selected international metropolises in the future. This unique hotel concept will be positioned in the Luxury Lifestyle Segment.

Such collaboration represents a significant step for both companies. “Steigenberger Hotels & Resorts and Porsche Design share common values,” stated Dr. Jan Becker. “We demand the highest standards of quality and exclusive design and strive for continuous development. Together we want to offer our guests a completely new hotel experience.”

“Our two companies unite the very best of both worlds,” added Marcus Bernhardt. “Porsche Design brings a unique design philosophy to the partnership. And there is scarcely any company in the hotel business other than Steigenberger which has brought so much quality, service and passion to bear over a period of more than 90 years. With these strengths we create a new and exciting product which will encourage people to rediscover the hotel sector.”

In 1963, Professor Ferdinand Alexander Porsche created one of the most iconic design objects in contemporary history: the Porsche 911. Following his vision to take the principles and myth of Porsche beyond the automotive world, he created the exclusive lifestyle brand Porsche Design in 1972. His philosophy and design language can still be seen in all Porsche Design products today.

Albert Steigenberger opened the Europäischer Hof in Baden-Baden in 1930, a hotel which was to go on to become the founding myth of Steigenberger Hotels AG. 160 hotels now operate under the Steigenberger name across three continents. Deutsche Hospitality has formed part of the Huazhu Group since 2020.

Huazhu is one of the largest hotel groups in the world. The company’s portfolio extends to more than 7,000 hotels, and its H Rewards Bonus Programme currently boasts more than 174 million members.

THPT Comment: Marrying up famous brands, especially from the world of fashion, with hotels is not unusual…with car brands less so – Jaguar with St James London Taj, both owned by Tata; Frasers Hospitality with Mercedez-Benz in 2015; Ferrari’s London Atelier at the Berkeley Hotel Knightsbridge in 2011; Peninsula Hotels array of 14 Rolls Royce cars on the forecourt of their flagship hotel in HK…although Charles Rolls and Henry Joyce famously signed their deal in the Midland Hotel Manchester

First Seen: Deutsche Hospitality press release

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