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Brands branching out - hotels in fashion

When Muji announced it's opening two hotels in China, it was the latest in a long line of consumer brands making a foray into the hotel sector. Here are some of the companies that have caught the hotel bug.

Muji

The Japanese lifestyle brand opened its first hotel in Shenzhen, in China's Guangdong Province, this year. The décor mixes natural materials with a sober color scale of white, gray and brown, and of course, lots of Muji homeware. A second Muji hotel will open in Beijing this year and a third is slated for opening in Tokyo the year after.

Muji

Shinola

This American brand, specializing in watches, bicycles and leather goods manufactured in Detroit, is opening a hotel this year together with its parent company, Bedrock. The brand has a strong local identity, and the new hotel, too, will feature Detroit--inspired design and American craftsmanship. The 130-room Shinola Hotel will be housed in two historic buildings on Woodward Avenue, which are currently being renovated, as well as in two new buildings on Farmer Street.

Shinola

Vipp

The Vipp hotels are not exactly hotels in the traditional sense - at each destination there's only one self-service room to book. There are currently two, with a third one in the making. Guests can choose between the compact but luxurious Vipp shelter in the Swedish woods by Lake Immeln - a 55sq m black steel structure with all the necessities and nothing more - or the stylish 400sq m Vipp loft perched atop an old printing factory in Copenhagen's Brygge area.

Vipp

Levi's

The classic American jeans brand entered the hotel business way back in 2008. The hotel, 25 Hours Hotel by Levi's, is located in Frankfurt's Bahnhof district. Its eclectic décor welcomes guests - how else - with shades of blue, ranging from cobalt and sky to indigo and turquoise, and the rooms tell the story of Levi's cult jeans.

Levi's

Camper

Another veteran in the field, Camper has been successfully operating its Casa Camper hotels in Barcelona and Berlin for years. The Spanish branch is located in Barcelona's Raval area in a 19th century Gothic building, while the Berlin hotel holds court in the fashionable Mitte district.

Camper

Last edited: March 19, 2018

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