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Porsche Design, Steigenberger to set up new hotel brand

LONDON, July 12, 2021

Porsche Design Group and Steigenberger Hotels AG/Deutsche Hospitality have joined forces 
to create a joint hotel brand. 
 
As per the deal, Steigenberger Porsche Design Hotels will be launched in selected international metropolises in the future. This unique hotel concept will be positioned in the Luxury Lifestyle Segment. 
 
Functional design and a unique brand experience are about to merge at the very highest level, remarked Dr Jan Becker, CEO of Porsche Design Group, and Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, met at the Steigenberger Icon Hotel Frankfurter Hof to sign an agreement that heralds the creation of a joint hotel brand. 
 
Such collaboration represents a significant step for both companies. “Steigenberger Hotels & Resorts and Porsche Design share common values,” stated Dr. Jan Becker.
 
“We demand the highest standards of quality and exclusive design and strive for continuous development. Together we want to offer our guests a completely new hotel experience,” he noted. 
 
"Our two companies unite the very best of both worlds," added Marcus Bernhardt.
 
In 1963, Prof Ferdinand Alexander Porsche created one of the most iconic design objects in contemporary history: the Porsche 911. 
 
Following his vision to take the principles and myth of Porsche beyond the automotive world, he created the exclusive lifestyle brand Porsche Design in 1972. His philosophy and design language can still be seen in all Porsche Design products today. 
 
Albert Steigenberger opened the Europäischer Hof in Baden-Baden in 1930, a hotel which was to go on to become the founding myth of Steigenberger Hotels AG. A total of 160 hotels now operate under the Steigenberger name across three continents. 
 
Deutsche Hospitality has formed part of the Huazhu Group since 2020. Huazhu is one of the largest hotel groups in the world. The company’s portfolio extends to more than 7,000 hotels, and its H Rewards Bonus Programme currently boasts more than 174 million members.   
 
"Porsche Design brings a unique design philosophy to the partnership. And there is scarcely any company in the hotel business other than Steigenberger which has brought so much quality, service and passion to bear over a period of more than 90 years," stated Bernhardt. 
 
"With these strengths we create a new and exciting product which will encourage people to rediscover the hotel sector," he added.



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