These luxury brands are now getting into the hotel game

Five new properties from a watchmaker, a fragrance house, a powerful publisher, and more.



<p>Roberta Valerio/Courtesy of Maison Fragonard</p>
<p> Scenes from Maison Fragonard in Arles in the south of France.  The luxury fragrance house opened its six-room hotel in the summer of 2021. ” data-src=”https://s.yimg.com/ny/api/res/1.2/4fGRZ3vF5IJ3FWvevnOzJw–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MA–/ https://media.zenfs.com/en/travel.travelleisure.com/afcf56aafd46bc5399e48e6875cf835c”/><noscript><img alt=Roberta Valerio/Courtesy of Maison Fragonard

Scenes from Maison Fragonard in Arles in the south of France. The luxury fragrance house opened its six-room hotel in the summer of 2021. ” src=”https://s.yimg.com/ny/api/res/1.2/4fGRZ3vF5IJ3FWvevnOzJw–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MA–/https: //media.zenfs.com/en/travel.travelleisure.com/afcf56aafd46bc5399e48e6875cf835c” class=”caas-img”/>

Roberta Valerio/Courtesy of Maison Fragonard

Scenes from Maison Fragonard in Arles in the south of France. The luxury fragrance house opened its six-bedroom hotel in the summer of 2021.

Luxury fashion houses have been dabbling in hospitality for decades, with iconic brands like Versace, Armani, bulgarifendi, gucciand Louis Vuitton bringing restaurants and hotels in its orbit. But couture isn’t the only way in.

In recent years, high-profile names in other industries have announced their own forays into the hospitality world, often with the goal of carrying their brand equity and aesthetics with them. Read on for five openings.



<p>Roberta Valerio/Courtesy of Maison Fragonard</p>
<p> A guest room at Maison Fragonard.” data-src=”https://s.yimg.com/ny/api/res/1.2/yJtXtgQ14.srdPJRXA5C4Q–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ–/https://media.zenfs. com/en/travel.travelleisure.com/902c851cdbc5164acefbcb7cfda7160c”/><noscript><img alt=Roberta Valerio/Courtesy of Maison Fragonard

A guest room at Maison Fragonard.” src=”https://s.yimg.com/ny/api/res/1.2/yJtXtgQ14.srdPJRXA5C4Q–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ–/https://media.zenfs.com/ en/travel.travelleisure.com/902c851cdbc5164acefbcb7cfda7160c” class=”caas-img”/>

Roberta Valerio/Courtesy of Maison Fragonard

A guest room at Maison Fragonard.

Fragonard

provence got a little more fragrant last summer with the debut of the six keys fragonard housein Arles, a collaboration between Agnès and Françoise Costa, descendants of the century-old perfume brand, and the Paris-based design firm. Workshops of Saint-Lazare. A boutique downstairs offers clothing, homewares and scents like the new Beauty of Arleswhich has notes of orange blossom and citrus.

Audemars Piguet

The watch brand has been drawing travelers to his hometown of Le Brassus, in Switzerland’s Vallée de Joux, with a project list: the company debuted its Audemars Piguet Workshop Museum in the summer of 2020, which was joined two years later by the 50-room Watchmakers Hotel – literally, “the watchmakers’ hotel”. Both were designed by the Bjarke Ingels Group.



<p>Christophe Bielsa/Courtesy of Maison Elle</p>
<p> The bar area at Maison Elle in Paris.” data-src=”https://s.yimg.com/ny/api/res/1.2/Z5l4bbLmLrTblFDXIOAEpA–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ–/https://media.zenfs .com/en/travel.travelleisure.com/c2f5fcb05bbd31b9393a19205acaa929″/><noscript><img alt=Christophe Bielsa/Courtesy of Maison Elle

The bar area at Maison Elle in Paris.” src=”https://s.yimg.com/ny/api/res/1.2/Z5l4bbLmLrTblFDXIOAEpA–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ–/https://media.zenfs.com /en/travel.travelleisure.com/c2f5fcb05bbd31b9393a19205acaa929″ class=”caas-img”/>

Christophe Bielsa/Courtesy of Maison Elle

The bar area at Maison Elle in Paris.

elle

The fashion publishing giant from France made waves in spring 2022 with the announcement of two new hospitality brands. Is the centered in the city home she collection, which recently debuted with a 25-room property in Paris‘s 17th arrondissement; next year, a beach retreat in Jalisco will kick off its tourist branch, Elle Hotel.

christian louboutin

The shoe icon will open an inn and restaurant in the coming months in partnership with a luxury management firm. Marugall. the room of 13 red hotel It is in the town of Melides, on the Portuguese coast Alentejo coast: long a favorite vacation destination for the designer.



<p>Courtesy of HR</p>
<p> The exterior of RH Guesthouse, in Manhattan’s Meatpacking District.” data-src=”https://s.yimg.com/ny/api/res/1.2/MqhI4phW7S4PTAj41F7iSA–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ–/https://media .zenfs.com/en/travel.travelleisure.com/ba7007e2437b940f9970677feea47b3f”/><noscript><img alt=Courtesy of HR

The exterior of RH Guesthouse, in Manhattan’s Meatpacking District.” src=”https://s.yimg.com/ny/api/res/1.2/MqhI4phW7S4PTAj41F7iSA–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTY0MQ–/https://media.zenfs .com/en/travel.travelleisure.com/ba7007e2437b940f9970677feea47b3f” class=”caas-img”/>

Courtesy of HR

The exterior of RH Guesthouse, in the Meatpacking District of Manhattan.

RH

The local brand has expanded into hospitality with a full service yacht, right three; an upcoming couple of private jets, RH one Y Two; and, in September, the HR pension In New York. Just a few steps from RH‘s Meatpacking District showroom, the 1887 building houses a restaurant and caviar barnine rooms and suites decked out in Italian travertine and white oak, and a full-floor “residence,” plus one of New York’s most popular amenities: a rooftop pool.

A version of this story first appeared in the October 2022 issue of Travel + Leisure under the heading “Ways to Stay in (Brand) Luxury”.

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Read the original article at Travel and Leisure.

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