The King of Fashion is joining the hotel industry. Through a partnership with Brandmark Collective, Chanel's artistic director aims to launch his own brand, Karl Lagerfeld Hotels & Resorts, with an initial opening next year.
The first address, which first took root in 2014 following an offer from the gambling business in Macao, is not Karl Lagerfeld's first incursion into the hotel world. The designer has already worked on hotel design projects in Miami, Monaco (Hôtel Métropole Monte-Carlo) and Singapore (Sofitel So Singapore). Most recently, the Kaiser was commissioned to design two of the new suites at the Hotel Crillon in Paris, which is scheduled to reopen in 2017.
Karl Lagerfeld, who directs Chanel and Fendi, will thus encounter several heavy weights from the fashion industry and haute couture. Armani, Bulgari, Dolce & Gabbana, as well as LVMH have all been interested in the hotel segment in recent years. However, none of them has has such a charismatic ambassador at their helm: it remains to be seen what role the King of Fashion will play in the development of his own hotel brand.
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