Porsche Design has joined forces with German hotelier Steigenberger to create a new luxury hotel brand, with London among the first destinations earmarked for a property.

The announcement marks the debut of the Porsche Design Group – a luxury lifestyle brand owned by the car company – in the hospitality sector. It has partnered with Deutsche Hospitality, the parent company of Steigenberger Hotels and Resorts, to launch the Steigenberger Porsche Design Hotels brand, a new luxury lifestyle concept.

The result will be “unique brand experience created from the design philosophy and values of the exclusive Porsche Design lifestyle brand”. The first planning stage involves the establishment of up to 15 hotels in global metropolises such as London, Singapore, Dubai and Shanghai.

The hotels will offer at least 150 rooms, suites, and penthouses, a restaurant and bar concept, exclusive “Meet&Greet Cubes”, and a health and beauty facility and gym.

Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, said: “Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel. Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness, and which has the highest aspirations regarding quality.”

Dr. Jan Becker, CEO of Porsche Design Group added: “Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept. Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment.”