Portugal – French-Egyptian designer Christian Louboutin, who is best known for his signature scarlet-soled shoes, is opening a luxury hotel in Portugal. Named Vermelho, (meaning red in Portuguese, referencing Louboutin’s shoes), it is located in the coastal village of Melides, where the designer’s home, atelier and compound are.
Vermelho’s interior pairs inlaid wooded floors with extravagant furnishings, including customised mosaics and hand-painted murals. The lavish 13-room hotel is decorated with statement pieces such as a baldachin bed and a monkey-shaped rattan table, North African and European antiques hand-picked by Louboutin, and it also has a suite that pays homage to the designer’s Egyptian heritage.
Hotels are the next retail frontier, offering consumers the opportunity to engage with the essence of a brand and build loyalty through immersive experiences. Although not a space of direct commerce for Louboutin, Vermelho does allow guests to connect to the styles and local culture that inspire the designer and fuel his brand – a strategy we explore in Guilded Luxury. Vermelho will open for visitors on 1 April 2023.
Build loyalty with consumers by creating spaces for them to connect with the heart of your business and its values; this is about a luxury brand moving beyond product to become a cultural connector