Karl Lagerfeld to Start Own Brand of Hotels and Restaurants

Karl Lagerfeld will be launching an international hospitality brand under a partnership with Brandmark Collective, an Amsterdam-based licensing platform.

Unlike the seemingly off-beat KarlBox, the hotel business isn’t entirely new to Lagerfeld. You might recognize 83-year old designer’s touch in select hotel interiors around the world, like in Sofitel So Singapore, where the iconic Sofitel ‘art de vivre’ blends with the fashion designer’s signature style. Indeed, Lagerfeld himself has acknowledged his fondness for hotel living.

The designer’s new company, Karl Lagerfeld Hospitality, plans to apply his distinct style to a series of bespoke hotels, restaurants, residential properties and private clubs in the long-term licensing deal.

Among Lagerfeld’s previous ventures in designing hotel interiors include lobbies and condominium spaces in Miami and Toronto. Another project includes a 270-room hotel in Macau, scheduled to open next year as a “six-star” property. The 20-story tower is part of the upcoming Lisboa Palace luxury development.

“Expanding our brand into the hospitality sector reflects our greater vision to broaden Karl Lagerfeld’s comprehensive lifestyle experience,” said Pier Paolo Rhigi, CEO and President of Karl Lagerfeld’s brand.

According to him, the new venture symbolizes a desire to expand the “comprehensive lifestyle experience” of Karl Lagerfeld. Likewise, Brandmark CEO Tony Kurz finds that the new venture “celebrates the designer’s unique talent and approach to fashion and lifestyle.”

This article first appeared on Luxury Insider.