Porsche Design Group to launch hotel brand

15 Oct 2021 by Hannah Brandler
Steigenberger Porsche Design Hotels

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”.

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.


Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, commented:

“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.

“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.”

“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.”

Jan Becker, CEO of Porsche Design Group, added:

“Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept.

“Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment. 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.”

Steigenberger recently debuted in China with the opening of the Steigenberger Jinan Fengming.

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