While the boundaries between lifestyle and luxury continue to blur – and fashion, design and hospitality collide – it’s not a huge surprise to read that that global fashion brand PrettyLittleThing has entered the UK hotel market. Editor Hamish Kilburn explores more…
According to a recent press release, demand for staycations this year is up an astonishing 14,400 per cent in the UK, which has led to staycation venues all over the country to sell out this summer. With great demand comes new supply – and PrettyLittleThing has just checked in, taking over a site in the Devon countryside with pink balloons and glamour.
Promising the ‘ultimate’ staycation experience as early as this summer, the brand’s new hotel, will be sheltered in a contemporary barn-like building – think Soho Farmhouse, but less chic and more pink! The hotel will open, we are told, with the aim to rival the ‘Love Island Villa’.
Candy-pink walls aside, in addition to offering something new on the market outside of major cities, the venture will also allow the brand, which is one of the largest fashion brands in the UK, to amplify its brand DNA to its target audience, as Nicki Capstick, Marketing Director at PrettyLittleThing, explains. “The PrettyLittleThing hotel is something we have been excited to launch for a long time, she said. “We’ve carefully curated the decor and homeware from our own range to create the ultimate staycation destination this summer. We’re looking forward to welcoming our first guests and ensure that they have the most incredible getaway after over a year of being unable to travel.”
This latest arrival to the hospitality scene is further evidence that the hospitality industry is heading towards a new era of lifestyle, which is being created to answer new demands from modern travellers. However, what makes this move even more interesting – whether or not it shelters an innovate design approach is irrelevant – is that the brand’s arrival in the UK hotel arena comes as a direct result of the current restrictions on travel, leading to a call for more accessible options on the current hospitality scene.
Only time will tell as to whether or not the hotel will become a permanent fixture once air travel resumes – or for that matter if the brand is preparing to open any other hotels. For now, at least, the fashion brand has thrown personality, colour and experience to hospitality in the UK. Welcome to the party, PrettyLittleThing.
Main image credit: PrettyLittleThing