Global diversification. Emotional engagement. Luxury fashion brands are increasingly aligning themselves with experiential hospitality. The media focuses on the star-studded catwalk show and the individual designer’s celebrity and genius. Yet the typical elite fashion house is really a giant corporation. One whose profit derives from the mass production, marketing and consumption of ready-to-wear clothing and accessories.

And thus, many luxury fashion brands are reinventing themselves. Branching out into delivery of the full lifestyle package. Through hotels, where such packages can be put on display and sold to guests, and through lifestyle experiences. Take a look at these 7 luxury fashion brands that have branched into experiential hospitality.

Palazzo Versace, Queensland

@palazzoversace

Opened in Australia in 2000, the Palazzo Versace Queensland is credited as being one of the world’s first fashion brand hotels. With an exclusive waterfront setting on the Gold Coast, the hotel features spectacular architecture, opulent accommodations, and a design distinguished by Versace bespoke furnishings. The chandelier in the foyer of the Palazzo Versace once hung in the State Library of Milan and was originally purchased by Gianni Versace to place in one of his homes. More than $11.5 million worth of marble was imported from Carra in Italy and the driveway mosaic is the second largest in the world.

@palazzoversace

A wide range of items from bathrobes to bedheads, all on display and for the use of guests, are also for sale through the lobby shop. However, in this case, the initiative did not come from the Versace organization itself. Palazzo Versace was the brainchild of Gold Coast-based Sunland Group. From the Versace perspective, it was a new step in the journey towards globalization and diversification from the purveyors of high-end designer fashion.

Audemars Piguet, Hotel des Horlogers

@hoteldeshorlogers

Authenticity, harmony, ingenuity and liberation. These are the values of luxury Swiss watchmaker Audemars Piguet. And the Hotel des Horlogers offers guests all this in the shape of luxurious accommodations. Originally built in 1857, this historic hotel was purchased by Audemars Piguet in 2003. It was renamed “Hôtel des Horlogers” in tribute to the know-how of the watchmakers in the surrounding La Vallée de Joux.

@audemarspiguet

The hotel aims to break down the boundaries between nature and architecture, creating a space of harmony. In the true essence of Audemars Piguet, one of the world’s leading luxury fashion brands, the spirit of innovation inspired by watchmaking roots extends to the architecture and overall guest experience. The hotel features its own watch exhibition and the opportunity to visit the nearby Audemars Piguet watchmaker’s museum. It might lead you to place your name on the list for one of these distinguished timepieces.

Related content: Dine, Sleep, Do: How to spend a chic 24 hours in St. Moritz

Armani Hotels, Milan & Dubai

@armanihotel_milano

The exclusive collection of Armani Hotels & Resorts are styled to reflect elegance, simplicity and sophisticated comfort. Designed in collaboration with Mr. Giorgio Armani and his in-house interior design team, the hotel embody his signature style and aesthetic. Each hotel promises “uncompromising attention to detail” and stunning views along with world-class services and award-winning cuisine.

@armanihotel_milano

Set in the Armani style, “a way of being and presenting oneself, certainly incorporating clothing and accessories, but also including gestures, ways, behaviors and attitudes; a style that goes beyond the sum of its parts, and well beyond what one wears.” Restaurants offer gourmet dishes created by some of the world’s leading chefs. Luxurious spas offer the ultimate in pampering and relaxation.

Tiffany & Co’s Blue Box Café, Harrods, London

@retailfocus

Opened in 2020, on the ground floor of Harrods in London, customers get yet another way to immerse themselves in the world of Tiffany. Guests can literally enjoy Breakfast at Tiffany’s. With afternoon tea and dinner also on the menu. Dine surrounded by Tiffany jewelry, with surroundings that feel like one of the brand’s famed blue boxes. Dishes are served on the Tiffany & Co bone china, as part of a beautiful Tiffany tablescape. For Tiffany & Co, one of the most iconic luxury fashion brands, this makes for an ideal and classy Instagram opportunity.

Have your very own Audrey Hepburn moment and dine on New York-style pancakes dusted with sugar, served with maple syrup, strawberries and whipped vanilla cream. Or try a signature crab muffin, with Cornish crab and cheddar rarebit. Sip on Tiffany cocktails such as Velvet Lychee, with Harrods Brut NV, lychee, egg white and vanilla vodka. Or a White Gold and Rose Gold B, with Harrods Brut NV, rose peach puree and raspberry.

Why not visit whilst in London on our Castles & Kingdoms luxury guided tour?

Dior and Belmond Hotels

@dior

In the summer of 2022, the high-end hospitality group Belmond Hotels partnered with Dior to offer a pop-up spa experience on the Italian Riviera. Located in the gardens of Splendido, a Belmond Hotel, in Portofino, the Jardin des Rêves Dior (Dior’s Garden of Dreams) featured two spa treatment spaces offering signature face and body rituals.

Dior’s creative director reimagined the fashion house’s iconic Toile de Jouy fabric to dress up the cabanas. A temporary concept store offered a wide range of clothing options from the fashion house’s Dioriveria capsule collection, as well as the limited Splendido Edition of its Escale à Portofino perfume.

As well as hotels, Belmond leads the way in luxury train travel as owners of the Venice-Simplon Orient Express.

Related content: Meet the Michelin star chef putting his stamp on the Orient-Express menu

Ferragamo, the Lungarno Collection

@lungarnocollection

Created by the Ferragamo family the Lungarno Collection consists of seven boutique properties.  The Ferragamo footprint runs through all the fashion brand hotels, with five in Florence, one in Rome, and one in Milan. Branded beauty products adorn every bathroom. Picasso and Caravaggio paintings direct from the family’s private collection are displayed on the walls.

Frequented by an international jet-set crowd of art enthusiasts, expect to see fashion seekers and well-heeled weekenders. The Ferragamo family’s values of quality, service and lifestyle permeate every second of your stay.

Related content: 7 ways you’ll experience Tuscan food when traveling with Luxury Gold

Aston Martin and the Waldorf Astoria

@astonmartinlagonda

Not just luxury fashion brands, high-end car companies too have entered into exclusive partnerships with hotels to expand their market share and cultivate a richer brand image. Waldorf Astoria, for many years has paired with Aston Martin Lagonda to present hotel guests with Aston Martin’s latest models and offer guests VIP hospitality at automobile shows and international races. Tapping into each other’s clientele, exciting driving opportunities were offered at hotels worldwide along with exclusive trackside access at top racing events.

 For the ultimate luxury journey, take a look at the Luxury Gold collection of limited edition guided tours.

Dedicated to making your vacation exceptional, your Luxury Gold Travel Concierge has a huge bank of secret skills to draw from. Experts in their destinations, they ensure you have a highly personalized experience, whilst also taking care of all the details.

To give you a glimpse of the level of service you can expect, we asked John, Zsofia and Sharon to share some secrets skills of a Luxury Gold Travel Concierge.

Read more: Why a highly personalized travel experience has never been more important

John

John leads Luxury Gold guided tours in Britain and Ireland. His love affair with travel first began when he set off backpacking around the world in 2009. On his return he knew he wanted to share his passion with others and became a tour manager. Perfecting his trade over the last 11 years, he worked his way up in the industry to become a Luxury Gold Travel Concierge.  John shares with us two of his secret skills.

Read more: A day in the life of a Traveling Concierge

1. We know what our guests will enjoy

“With our destination knowledge we can make tailored suggestions for what our guests can do in their free time, that they may not know about otherwise. And it is the same with restaurants as well. Over and above what kind of food they like to eat, you get a feel for those guests who prefer to wander so you can suggest an area to explore. And you know which guests would like your help to have a specific booking made on your recommendation.”  

2. We anticipate what guests are going to ask

“Through observation and years of experience, we are adept at anticipating what our guests want to know about. This means I can offer information up front that will pique their interest. So, when we are driving, I don’t just talk on the mic stream of consciousness style. I read the group and the individuals and will tell them about something I know they will find interesting.”

Discover this on British Royale, Castles & Kingdoms

 Related content: My life as a Dubliner: Luxury Gold meets author Trevor White

Zsofi

Zsofi is an expert in Scandinavia, and she leads our Timeless Scandinavia luxury tour. This 12-day journey through Scandinavia’s Fjords & Mountains takes in the great sights of Norway, Sweden and Denmark. From Hans Christian Andersen’s Little Mermaid in Copenhagen, Denmark, to the world-famous beauty of Norway’s pristine Geiranger Fjord. Enjoy a VIP after-hours reception at the Hollmenkollen Ski Jump Museum in Oslo, take a leisurely guided kayak adventure with your Luxury Gold Travel Concierge tailoring your vacation for you. She shares her secrets with us.

3. We have extensive personal experience

“I like building on my experience and sharing my personal recommendations about the locations, let it be restaurants, bars, a quirky detail, a must try or a sight.”

4. We learn guests’ likes and interests

“Through actively engaging with our guests I learn about their likes and interests. So I’m able to offer advice and recommendations before they even ask the question. Typically, this could be a local jewelry store, a gallery or in Scandinavia a specialty yarn store etc.”

5. We have a great relationship with Local experts and suppliers

“It helps to have a good relationship with the Local Experts and suppliers who can also assist with further tips and hidden gems.”

Discover this on: Timeless Scandinavia

Related content: Alternative dining and CO2 aprons: welcome to Fotografiska

Sharon

Originally from New Zealand, Sharon moved to Europe initially for two years, and still remains 27 years later. She leads tours in Eastern Europe and the Balkans and is an expert in Croatia, her favorite European destination. Two of her great secret skills are:

6. We know the seasons, the sunsets and the light

“Some of the most perfect moments don’t come by accident, they are very well planned.  We know when and where the sunsets are going to be perfect and often this shapes how we plan our days. We know the seasons and the best places to stay cool in summer and get warm and cozy in winter. And the best spots to find spring blooms and autumn colors.”

7. We share the best cultural tips

 “As experts in our location, we know the cultural tips. Such as how to order coffee, what the local delicacies are that you simply have to try. Knowing which coffees you should try. For example in Split you can actually go to a patisserie and buy a snack and then go to a cafe and have a coffee, which would be very unusual to do anywhere else in Europe.  And for great snacks, when in Croatia I always recommend the burek, which is a delicious stuffed pastry that is typically found all over the Balkans.”

Discover this on: Croatia & The Dalmatian Coast

Read more: 9 reasons to visit Croatia & the Dalmatian Coast

Why not join us for your next luxury vacation and experience the delights of a Luxury Gold Travel Concierge for yourself. Tailoring your journey for you and ensuring every moment is stress free, they provide all of your travel guide tips. If you love exquisite hotels, fine dining, VIP experiences and amazing destinations, take a look at our full collection of limited-edition luxury tours.

From how to dress for a Michelin star restaurant to what the stars mean, many diners have questions before their first Michelin meal. With several Michelin restaurants on our luxury tours, including luxury train travel, we want you to know what to expect at a Michelin star restaurant.    

What is a Michelin star restaurant? 

Yes, it’s that Michelin. The Michelin food guide originated in the early 1900s when the founders of the Michelin tire company wanted to encourage motorists to take road trips—and buy tires. So, they created a guide for those in search of good food on road trips. The guide started by offering a single star and expanded up to three stars. Discerning diners began to refer to the guide in the 1960s and 70s. It has since evolved into a guide that gives a restaurant its highest honor. As a prestigious recognition, fewer than 3,000 restaurants have received Michelin notoriety. 

Michelin star restaurant criteria

To be considered for a Michelin star, a Michelin inspector uses the following criteria: 

1. Quality of products 
2. Mastery of flavor and cooking techniques
3. Personality of chef in the cuisine 
4. “Wow” factor and harmony of flavors 
5. Consistency of food between inspectors’ visits 

What do the stars mean? 

The Michelin star awards are issued yearly. A restaurant can both have a star added and taken away from year to year. Unlike other restaurant recognitions, Michelin stars are awarded for the food only. Restaurant style and degree of formality are not considered. An overview of the meaning of the stars: 

One star: high quality cooking 

Two stars: excellent cooking with the personality and talent of the chef evident in the dishes 

Three stars: exceptional cuisine of chefs at the peak of their profession where cooking is elevated to an art form  

Preparing for your meal 

Now that you know what you have to look forward to, there’s a lot you can do in advance to make the most of your dining experience. Be sure to inform the restaurant of any dietary requirements or intolerances in advance. Michelin-starred restaurants are accustomed to accommodating vegetarian, vegan and gluten–free as well as other specific dietary requirements. Your travel concierge is also a great point of contact to share any dietary restrictions with. 

Michelin star restaurant dress code   

Stumped on what to wear to a Michelin meal? While attire varies from more casual to formal, there are some guidelines you can follow on how to dress for a Michelin star restaurant:  

• When in doubt, dress a little nicer. Dining in a Michelin star restaurant is a special opportunity. Why not elevate your time with a bit dressier attire? 
• Consider the restaurant. Learning a bit about the style and décor or the restaurant will help you to select an outfit that matches the formality of the setting. 
• One strategy is align your dress to the star rating. This simple formula translates to more business casual for 1-star restaurants, while a 2 or 3-star restaurant might call for dressier attire. 
• Don’t be shy about contacting the restaurant. It’s perfectly common and acceptable to contact the restaurant to ask what type of attire patrons wear. Some restaurants even post their attire on their website. Or, ask your friendly travel concierge. 

Sample dress 

Suggested attire for men ranges from business casual dress of a classic button-down shirt to a formal suit. The middle range of men’s dress includes casual elegant dress of blazers and sport coats. Women’s business casual attire translates to skirts and elegant blouses or sweaters and dresses. More formal dress ranges from pantsuits or formal black dresses to sophisticated evening dresses. Elevate your look with dressier cufflinks, ties and jewelry. 

Courses and pairings 

Now that you’ve found the right look for you and the restaurant, it’s time to focus on the meal. Many Michelin star restaurants will present you with a tasting menu and the choice of a drink pairing. A trained sommelier will have matched the beverages with each course to enhance the flavors of the dishes. Because of the multi-course menu, both the dishes and pours of these pairings will be less than a full main course dish and glass of wine. 

The service 

Be prepared for attentive service. You should expect your waitstaff to often be close by, enhancing your experience.  Your waiter will fill your glass, replace your napkin should you step away, and probably clean the crumbs from the table at the end of the meal. 

How long do Michelin meals take?  

A meal at a Michelin restaurant is an experience to remember. And part of that experience is taking your time and savoring each course. Most meals last at least two hours, and often three to four hours. Rest assured that the chef has your experience in mind and has thoughtfully paced the courses and wine pairings for your benefit. In short, settle in and relax into a decadent, memorable evening. 

Where will Michelin dining take you?