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, the French luxury conglomerate already operates the Bulgari Hotels chain. In December 2018, LVMH further boosted its portfolio in the sector by acquiring the high-end hospitality company, Belmond Ltd.
The hotel is expected to open in 2022 on Grafton Street in Mayfair, a posh area known for its aristocratic history.
For more in fashion and travel news, check out Equinox Hotels’ first campaign in advance of its summer 2019 launch.