Steigenberger Hotels and Germany-based Porsche Design Group have established a new joint hotel brand positioned in the luxury lifestyle segment.

Known as Steigenberger Porsche Design Hotels, the hotel concept draws upon Porsche Design lifestyle brand’s design philosophy and values and Steigenberger’s excellence and experience.

The launch of the brand follows the signing of an agreement between the two companies in July this year.

Steigenberger Hotels AG/Deutsche Hospitality CEO Marcus Bernhardt said: “Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel.

“Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness, and which has the highest aspirations regarding quality.”

The partnership will initially focus on developing up to 15 hotels in major cities across the world including in London, Singapore, Dubai and Shanghai.

The two parties have set a target to achieve considerable worldwide growth by 2027.

Hotels under the brand will feature at least 150 rooms, suites, and penthouses, as well as spatial and lighting concept.

The hotels will also offer a restaurant and bar concept, exclusive Meet&Greet Cubes, health and beauty facility and gym with at least 1,000m2 of space.

Porsche Design Group CEO Dr Jan Becker said: “Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment.

“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.”

Deutsche Hospitality, which is part of the German hotel company Steigenberger Hotels, already operates brands in the Luxury, Upscale, Midscale and Economy Segments.

In August this year, Deutsche Hospitality, in partnership with its shareholder Huazhu, launched a new IntercityHotel in the capital city of Henan Province, China.