Karl Lagerfeld Hotels & Resorts has been formed in an exclusive, long-term license agreement between Karl Lagerfeld Group and Brandmark Collective.
Lagerfeld had already put his name to a hotel project in Macau and the move indicates there will be more future projects.
The hotel in Macau is being tipped as “six-star” and is scheduled to open in 2017 as the first property completely designed by Lagerfeld.
Karl Lagerfeld Hotels & Resorts said it would seek to translate the 83-year-old German designer’s “aesthetic into bespoke projects including hotels, residential properties, restaurants and private clubs”, currently exploring opportunities in “gateway markets and resort destinations worldwide”.
Lagerfeld is the chief designer and creative director of Chanel, as well as the Italian house Fendi and his own fashion label.
He has previously collaborated on hotels, having designed the Odyssey lifestyle area of Hotel Metropole Monte Carlo and some suites for Hotel de Crillon.
“Expanding our brand into the hospitality sector reflects our greater vision to broaden Karl Lagerfeld’s comprehensive lifestyle experience,” said chief executive and president Pier Paolo Righi. “Developing the Karl Lagerfeld hotel in Macau has been an exciting process for our whole team, and we look forward to further expanding in this field.”
“We inherently understand the unique needs of hospitality owners and developers,” added Tony Kurz, chief executive of Brandmark Collective, which was founded in 2015 as a licensing platform in the hospitality space and has been responsible for helping to “create, launch and/or operate more than 25 hotels” around the world.
Lagerfeld joins many other fashion brands and designers in the world of hotels, including Armani, Versace, Ferragamo, Lacoste, Tommy Hilfiger and Ralph Lauren who have all put their name to hotel groups, individual hotels or design projects.