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Gallery: LVMH opens new boutique hotel in St. Tropez
Don't expect any monogrammed sheets -- this eight-room luxury hotel is small, stark and white
French luxury house LVMH opened its boutique hotel White 1921 in St. Tropez early last month.
Fans of the Louis Vuitton logos shouldn't get too excited in anticipation of monogrammed sheets or furniture -- the boutique is stark white and minimalist.
The estate -- previously called the Maison Blanche -- features eight rooms and suites and a Champagne and cocktail bar designed by French architect Jean-Michel Wilmotte.
White 1921 is "seasonal" -- meaning that it will only operate from May to October.
"While White 1921 may be a one-off venture, LVMH is venturing into the ultra-luxury hospitality world by developing a portfolio of very private Maisons under the Cheval Blanc brand," said Vanessa Buchli Senties, Brand Operations and Communication Manager for LVMH Hotel Management.
The first Cheval Blanc hotel opened in 2006 in Courchevel ski resort in France. The next opening is due in spring 2013 in the Noonu Atoll in the Maldives, with more hotels scheduled to launch in Oman and Paris in partnership with Egyptian company Orascom Development Holding AG.
Armani was one of the first designers to start the trend with the Armani Hotel Dubai, and fashion houses are continuing to expand into hotels and residences to deliver on the rising demand for exclusive luxury experiences.
Vivienne Tam also opened up a namesake hotel suite at the Hotel ICON in Hong Kong, while Missoni and Versace are designing luxury condominiums in the Philippines. A second Palazzo Versace is under construction in Dubai, following the success of the first on Australia's Gold Coast.
Place des Lices 83990 Saint Tropez, France; +33 4 94 45 50 50; www.white1921.com; rates start around US$330.
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