Porsche Design Group and Deutsche Hospitality have unveiled plans to launch a joint hotel brand, Steigenberger Porsche Design Hotels, with 15 projects in the pipeline for the luxury lifestyle segment.

The new concept will enable Porsche Design’s expertise to be realised architecturally, marrying design with technology and hospitality to offer an exclusive experience of the brand that’s accessible to a broad section of the public. This will be combined with the expertise of the Deutsche Hospitality professionals at Steigenberger, which has a representative tradition stretching back more than 90 years.

The initial planning stage involves the establishment of up to 15 hotels in global cities including London, Dubai, Singapore and Shanghai. The hotels will each offer at least 150 guestrooms, suites and penthouses, featuring unusual spatial and lighting concepts, as well as distinctive design that captures the spirit of the environment. Facilities will include a restaurant and bar concept, exclusive Meet&Greet Cubes and a health and wellness facility extending over 1,000m².

“Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel,” comments Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality. “Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness and which has the highest aspirations regarding quality.”

The new brand is also set to expand Deutsche Hospitality’s existing presence in the luxury, upscale, midscale and economy segments.

“We have set ourselves the objective of achieving significant worldwide growth by 2027,” continues Bernhardt. “For us, Steigenberger Porsche Design Hotels constitutes an important step towards appealing to an attractive target group in the long term and towards meeting growing requirements for individuality, exclusivity, design and an inimitable hotel experience.”

“Travellers in search of extraordinary experiences will be able to find Steigenberger Porsche Design Hotels at some of the world’s most breath-taking locations,” explains Dr. Jan Becker, CEO of Porsche Design Group. “The brand perception factor is becoming increasingly important for customers. In hotels we convey the brand experience in a unique way, and this makes it possible to introduce additional differentiation to the market.”