The new venture, Karl Lagerfeld Hospitality, will translate the designer’s graphic aesthetic into a range of bespoke projects including hotels, residential properties, restaurants and private clubs.
Lagerfeld has been ramping up his interior design projects in recent years, including lobbies for Toronto and Miami condominium projects and a 270-room hotel in Macau.
The Macau project, in a 20-story tower that’s part of the future Lisboa Palace luxury development, is slated to open in 2017 and is billed as a “six-star” property.
Brandmark Collective was established in 2015 in Amsterdam, and its founders have spawned more than 25 hotels around the world.
Pierpaolo Righi, president and chief executive officer of Karl Lagerfeld, said the push into hotels reflects a wish to “broaden Karl Lagerfeld’s comprehensive lifestyle experience.”
Brandmark CEO Tony Kurz said it would deliver to hospitality owners and developers a concept that “celebrates the designer’s unique talent and approach to fashion and lifestyle.”
The Macau project precedes the Brandmark pact, and Lagerfeld’s partner in that venture is Sociedade de Jogos de Macau, or SJM, the gaming concessionaire that is also building Palazzo Versace Macau for its resort destination in Cotai.
Lagerfeld joins a growing list of designers and luxury brands to have branched out into hotels, one that includes such names as Giorgio Armani, Bulgari, Versace and Baccarat.
The hospitality push dovetails with a retail rollout for the Karl Lagerfeld brand, including a foray into the U.S. market with G-III Apparel Group.
Perhaps fashion’s most gifted multitasker, Lagerfeld is also donning the guest editor cap — for French Vogue.
Word has it the designer is to oversee the Condé Nast title’s holiday issue, for which it traditionally invites a celebrity, or the occasional fashion designer.
John Galliano did the honors in 2006, Tom Ford in 2010 and Victoria Beckham in 2014. Other recent guest editors have included Vanessa Paradis, Sofia Coppola and Inès de la Fressange.
According to sources, Lagerfeld has already enlisted Hedi Slimane to photograph several personalities for the issue, suggesting the designer is resuming his editorial photographer career since exiting as creative director of Saint Laurent in April.