Karl Lagerfeld is gearing up to open a chain of hotels, resorts and clubs.
The German couturier is the head designer and creative director of Chanel, Fendi and his own eponymous fashion label.
Now, Lagerfeld is seeking to build an international hospitality brand, named Karl Lagerfeld Hotels & Resorts, under a long-term licensing deal with Amsterdam-based Brandmark Collective B.V.
The new venture, Karl Lagerfeld Hospitality, is to translate the 83-year-old designer’s graphic aesthetic into a range of bespoke projects including hotels, residential properties, restaurants and private clubs.
Pier Paolo Righi, president and chief executive officer of Karl Lagerfeld, said the push into hotels reflects a desire to “broaden Karl Lagerfeld’s comprehensive lifestyle experience.” Lagerfeld joins a growing list of designers and luxury brands to have branched out into hotels, with Giorgio Armani, Bulgari and Versace all partnering on resorts and luxury accommodation concepts.
Righi adds that Lagerfeld has been ramping up his interior design projects in recent years, including the creation of lobbies, a condominium project in Miami and a 270-room hotel in Macau.
The Macau hotel, which precedes the Brandmark agreement, is a venture with Sociedade de Jogos de Macau (SJM). The hotel is set to include a 20-story tower to be part of the future Lisboa Palace luxury development, with the building billed as a “six-star” property which is slated to open in 2017.
While Tony Kurz, CEO of Brandmark Collective, said that Lagerfeld’s would deliver to hospitality owners and developers an innovative new concept.
"We inherently understand the unique needs of hospitality owners and developers," he said in a statement. "And we will collectively deliver the Karl Lagerfeld brand offering in a way that celebrates the designer's unique talent and approach to fashion and lifestyle."