Investment in the hotel sector has been increasing steadily for some time with many brands channelling high levels of capital into expansion. However, in order to stand out from the crowd, it is becoming increasingly necessary to offer customers something unique.
In the UK this trend has led to attractions like artist Antony Gormley’s Room at Mayfair’s Beaumont, and a number of themed hotels including A Hard Day’s Night and the upcoming Shankly Hotel in Liverpool.
On the other side of the Atlantic, the London West Hollywood in LA will open its new 11,000 sq ft penthouse next month, and the impressive floor space has already broken the size record in one of the USA’s most visited cities. Along with the prestige of staying in the high profile suite, guests paying the eye watering $25,000 per night (roughly £17,000) will also be able to enjoy the interior design of fashion legend Vivienne Westwood.
Ms Westwood collaborated with Richmond Design to create the art, décor and furnishings installed in the two storey suite, and as an added incentive guests will receive a “his and hers” gift bag put together by the designer upon arrival.
A number of the designer’s iconic scarves have also been utilised in the interior design of the 10th floor space, and furthering the connection, guests will be eligible to spend an hour in Vivienne Westwood’s West Hollywood store for a private shopping experience with added discount.
Hotel general manager Jeff Kuley believes that the suite, which is a major aspect of the London West Hollywood’s ongoing $25 million renovation project, will prove popular with visitors.
He says; “We are proud to unveil the city’s largest, most lavish and fashion-forward hotel suite, inspired by renowned designer Vivienne Westwood, and we look forward to impressing our discerning guests with all it has to offer.”
While the stunning interior is certainly a major pull factor for the suite, it should not simply be taken at face value as it is also the ideal location for a business or social event. Along with the capacity to host 300 visitors, there is an adjoining private roof terrace measuring 5,000 sq ft which boasts stunning views over Los Angeles.
Co-designer and husband of Vivienne Westwood, Andreas Kronthaler, says; “We were initially approached by The London West Hollywood to add inspiration to the penthouse with our prints and graphics.
“We have specially curated rugs, wall-hangings and soft furnishings to bring a subtle element of our brand to the luxury apartment. It’s really exciting to see our designs translated into an interior space.”
This is not the first time Ms Westwood has been involved with an outside corporation, having designed the new flight attendant uniforms for Virgin Atlantic last year, but it is the first time the iconic designer has ventured into this field.
Given Westwood’s connections with London – dating back to the King’s Road boutique which spawned the Sex Pistols – perhaps this idea will make its way across the pond in the near future.
After all, with more designer retailers in situ than in any other city in the world, surely London is the ideal candidate for the next designer hotel room?
Which fashion designers would you like to see create a hotel suite in London?
