While LVMH readies its Rihanna-driven fashion label, the brand is also preparing to beef up its hospitality offerings with a new luxury hotel in London. The forthcoming location will fall under the company’s Cheval brand of accommodations, as reported by Business of Fashion.
“The future of luxury will not only be in luxury goods, as it’s been for many years, but also in luxury experiences, and we want to be in both segments,” stated LVMH chief executive officer, Bernard Arnault, to BoF.
In addition to Cheval Blanc, LVMH already operates the chain of Bulgari Hotels. The French luxury conglomerate acquired high-end hospitality company Belmond Ltd in December 2018, further boosting its portfolio in the sector.
The hotel is expected to open in 2022 on Grafton Street in Mayfair, a posh area known for its aristocratic history. There will also be a restaurant, spa and potentially a Celine flagship store housed in the building.
For more in fashion and travel news, check out Equinox Hotels’ first campaign in advance of its summer 2019 launch.