The famous German designer who stands behind such iconic fashion houses as Chanel, Fendi and his own line, wants to spread his creative vision to hotels. This first stop is already known and the Karl Lagerfeld hotel in Macau is expected to open in the end of this year. However, the designer doesn’t want to stop on that.
It was reported that Brandmark Collective, headquartered in the Netherlands, is currently working over agreement with Lagerfeld to open hotels, restaurants, private clubs and residences under his name. The both parties are interested in a Soho House type format, but without a hard-to-get membership. First Lagerfeld branded properties may appear in Asia as this region is hungry for brands and adores the couture designer.
According to Brandmark, the new brand will not compete with other hotels in the luxury segment. They are interested in making less traditional and more experimental hotels. Lagerfeld himself doesn’t want all hotels look alike and finds individual approach more appealing. Luxury hotels are often too serious, while Brandmark offer signature experiences in main aspects of future hotels.