Porsche Design Group to launch hotel brand – Business Traveller

Porsche Design Group has partnered with Germany’s Deutsche Hospitality to launch a new hotel brand.

The Porsche Design Group – a luxury lifestyle brand owned by the car company – was founded in 1972 by Professor Ferdinand Alexander Porsche to “transport the company’s principles and the Porsche myth beyond the confines of the car”.

It will now enter the hospitality world with the launch of luxury lifestyle brand Steigenberger Porsche Design Hotels, with plans to open 15 hotels in global cities including London, Singapore, Dubai and Shanghai.

The hotel brand is described as allowing Porsche Design to “transfer its brand philosophy to exterior and interior architecture”, much like its existing accessories and products.

While it is still unknown when the hotels will open, the companies have provided details on the facilities at the properties. The hotels will include 150 rooms, suites and penthouses, a “remarkable” restaurant and bar concept, ‘Meet and Greet Cubes’, and a health and beauty facility and gym which will measure at least 1,000 sqm.

Deutsche Hospitality is the parent company of Steigenberger Hotels and Resorts, which currently operates 160 hotels under the Steigenberger brand across three continents. Deutsche Hospitality was acquired by China’s Huazhu Group last year.

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