The president of a luxury manufacturer of high-end linens once told me that most people get their first all-encompassing experience of luxury in a hotel.
He went on to explain that the purchaser of a Hermes scarf or a Louis Vuitton bag would experience the sensation of luxury but that it was a fleeting moment in time and hardly as sub-mersive an experience as in an overnight or weekend hotel stay when the full range of one's senses can be challenged, titillated and tempted.
Reading recently of an innovative hotel operator who displays fine local art throughout his hotel property all of which is for sale, I was reminded of my own thoughts surrounding similar opportunities that we have in the industry as purveyors of many luxury, or even everyday items. Here are some good examples, I think,
- Mattresses. Buying a mattress is a hugely complicated experience in which we are challenged to understand the amazing variety of hardnesses, coils, paddings and pillowtops. Why do we not become the testing ground for these mattress distributors where potential clients can try out various models and make their choices by spending quality time on the decision?
- Sheets and Towels. Thread counts, Egyptian cotton, satin, polyester or a mix. What is the difference in feel of a 500 thread count sheet to one of a mere 350 threads? What does a thirsty towel feel like? How long does it last?
- Pillows. Hard, soft, foam or feather......we already have pillow menus. How come this hotel is not a retail outlet associated with a supplier?
- Marble or granite vanities and shower enclosures. Sealed or not sealed, under-sink or over-sink. Why can I not purchase a Waldorf=Astoria bathroom?
- Faucets & Shower heads, sink stoppers and bidets, where are our limitations?
- Beverage glasses. I was privileged to experience a wine tasting co-hosted by Georg Riedel of Riedel Glassware www.riedel.com/ and was blown away by the huge difference in tastes when different grapes are experienced in different shapes of glassware. Are not an industry that can test-drive glass shapes, glass lips, stems and wash-ability.
Where do these concepts end? I am not sure that they do end. I believe that the hotel could be a testing ground for china, linen, glass and silver, drapery rods, wall coverings, paint, carpet, upholstery, wines, soap, shampoo, conditioners, beers, chairs, sofas. In fact anything that is quality.....it could be 5 Star, it could be 3 Star. Because who says 5 Star is luxury! It is luxury to a 4 Star guest but so is a 3 Star hotel to a 2 Star guest so there are arguments to be made that these test products can be tested up and down the spectrum.
To avoid the potential cacophonous appearance of multiple products in multiple colours and textures and the total loss of a unified look, these sample rooms and sample corridors would have to be coordinated by Interior Designers or Professional design groups and paid for by sponsorships and affiliations/partnerships designed to bring tested luxury to the masses.
I have always maintained a close connection between Hospitality and Design, Entertainment and Fashion but have only recently made the connection to retail. Suggest you also see my blog article at http://davidmcmillangroup.typepad.com/consulting/2010/01/hospitality-is-connected-with-entertainment-fashion-why-stop-there.html
Have a good night's sleep!!
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