Luxury Hotels

New brands – St-Tropez – GHM

Girlahead has loved Porsche Design since her black-wheelie days. While walking north along London’s famous Bond Street retail avenue, she saw the shiny black valise in the window of the Porsche Design boutique, went in, bought it on the spot, without asking the price, and it was her faithful companion for nearly a decade.  She actually finally outlived it. Sherlock Holmes surpassed Dr Watson in this case.  Now Porsche Design Group CEO Dr Jan Becker, above on left, has signed, above, with Deutsche Hospitality CEO Marcus Bernhardt to launch a Steigenberger-operated Porsche Design hotel brand. Porsche Design has had a somewhat troubled childhood: founded in Stuttgart by Porsche 911 designer Ferdinand Alexander Porsche, grandson of the dynasty’s founder, it was briefly based in Austria but now, as part of Porsche SE, it is headquartered in Ludwigsburg. Its multi-offering products already include car elevators in Miami residences.


Another new, and in this case fast-growing, brand is Les Airelles, masterminded by eSports grand-master Stephane xxx.  His first property was Les Airelles in Courchevel.  Now The Airelles collection comprises Les Airelles (Courchevel), Mademoiselle (Val d’Isère), La Bastide (Gordes), Le Refuge de La Traye (Méribel), Château de la Messardière,  (Saint-Tropez) and Le Grand Contrôle (Versailles). Pipeline projects include Venice, opening in 2023.  In the 103-room St-Tropez property, newly redesigned by Christopher Tolleme,  Nobu Matsuhisa is running a pop-up Matsuhisa through 10th October, 2021. Recommended experiences could be a perfume making workshop, organised by Château de la Messardière and its spa partner, Valmont – or explore surrounding vineyards of Saint-Tropez by vintage motorcycle sidecar, followed by wine tasting and a picnic.


Now up on Podcast, Tommy Lai, CEO of GHM Hotels.  Hear him talking about the much-admired Chedi brand, here: