Room 911, please!

A hotel like a Porsche. Steigenberger and Porsche Design are putting this claim into practice at 15 hotels worldwide. Automatic parking included. But even beyond the (automatic) valet service, lifestyle and the automotive world are a perfect fit.
Text Jack Weil
Photo Porsche

»My car is my castle.« A nice notion. In fact, Mercedes-Benz once used the slogan for its G-Class. But it also suggests that the car should be seen as a living space rather than a cockpit. The question that arises is: how far can this idea be stretched? How much automotive DNA can be transferred to other living spaces? To a watch, to fashion, to a hotel, for example?

Porsche Design has always been very curious on this point. The Porsche DNA, the very thing that made the 911 such a timeless icon, transferred to the everyday things of life, that is the aspiration. And this is exactly what the Steigenberger hotel chain wants to live up to. Investors seem to be interested in the Steigenberger Porsche Design Hotels. In a first step, up to 15 hotels are planned in global metropolises such as London, Singapore, Dubai and Shanghai, for example.

Porsche Design has always been very curious on this point. The Porsche DNA, the very thing that made the 911 such a timeless icon, transferred to the everyday things of life, that is the aspiration.

»Steigenberger Porsche Design Hotels will have an unusual room and lighting concept: Innovative rooms and suites that capture the spirit of the surroundings in their unique design and interior. Travelers in search of extraordinary experiences will find Steigenberger Porsche Design Hotels in some of the world's most breathtaking locations.« That's how it Dr. Jan Becker, CEO Porsche Design Group puts it. The hotels, with at least 150 rooms, suites and penthouses, have a restaurant and bar concept and offer Meet&Greet Cubes as well as a wellness and gym area with at least 1,000 square meters.

One might now interject that the idea of bringing together the subject of cars and hotels is not entirely new. The Ameron Group, for example, operates a hotel together with Motorworld in Munich, where you are surrounded by cars as you are by works of art elsewhere. On the other hand, the idea of the car was not entirely new when Porsche conquered the world with the 911.

And the approach that Porsche Design and Steigenberger are taking here is also far more derived from the spirit of the times: The development of Steigenberger Porsche Design Hotels enables Porsche Design to transfer its brand philosophy to the field of exterior and interior design, thus making design expertise in hotels accessible to a large public. Jan Becker: »The experience factor of a brand is becoming increasingly important for customers - in hotels we convey the brand experience in a unique way, which enables additional differentiation in the market.«

Where this development will lead in the future remains exciting to observe. With the ID.Life, VW has already presented an actual driving interpretation of Living Space 2.0. Just the room service leaves a lot to be desired.


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