Think of Porsche and you probably imagine autobahn cruising at high speed, Clarkson-style over-steer or record-breaking Nürburgring laptimes. What you’re probably not picturing is a hotel. Porsche doesn’t conjure images of room service, minibars, breakfast buffets or towels inexplicably shaped like a swan. Until now.

Porsche Design has signed a deal with German hoteliers Steigenberger to create the first Porsche Hotel. And London’s been earmarked as ground zero for the concept. So you’d better buckle up.

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The announcement from Porsche yesterday explained that they were planning 15 hotels globally, including in “London, Singapore, Dubai and Shanghai” and the thinking is that each hotel will offer “at least 150 rooms, suites, and penthouses” along with “remarkable” restaurants and bars and “exclusive Meet&Greet Cubes” (no, we don’t know what that is either). The whole cross-over between design and hospitality is reminiscent of the Bulgari Hotel, or Dubai’s Versace Hotel.

Dr. Jan Becker, CEO of Porsche Design Group said of the deal, “Travellers in search of extraordinary experiences will be able to find Steigenberger Porsche Design Hotels at some of the world’s most breath-taking locations”

The concept is that each hotel will offer "at least 150 rooms, suites, and penthouses"...

Along with these features, apparently each hotel will boast a “health and beauty facility and gym extending over a minimum area of 1,000 square metres”. Which is massive at over 10,000 square feet!

It’s unclear how long it’ll take to launch here, if they’ve found a potential location or what it’ll look like, but we do have their mock-up (above) which does look flipping cool. If you want your hotel to look like Dr Strangelove’s war room.

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According to Marcus Bernhardt, the CEO Steigenberger Hotels, they have set themselves the objective of “achieving significant worldwide growth by 2027”, saying, “For us, Steigenberger Porsche Design Hotels constitutes an important step towards appealing to an attractive target group in the long term and towards meeting growing requirements for individuality, exclusivity, design and an inimitable hotel experience”.

Whatever.

The car maker designs seriously cool cars, and moderately cool toasters and, we’re sure, the design element of the Porsche Hotel will be in the forefront. There’s a bath robe you’ll want to sneak into your suitcase.

Let’s just hope Skoda don’t follow suit…

Here’s the press release. But it won’t tell you much more…

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