Frasers Hospitality has launched a new venture in partnership with luxury car manufacturer Mercedes-Benz, introducing Mercedes-Benz Living @ Fraser serviced apartments. This innovative concept aims to provide business travelers and individuals with a sophisticated and comfortable living experience, starting in London and expanding to Singapore.
Key Takeaways
- Launch of Mercedes-Benz Living @ Fraser: A new line of serviced apartments designed by Mercedes-Benz Style.
- Locations: Initial launch in Kensington, London, with plans for expansion to Singapore and other key cities.
- Target Audience: Aimed at business travelers seeking luxury and comfort away from home.
- Design Philosophy: Interiors inspired by Mercedes-Benz vehicles, featuring high-tech functionality and modern luxury.
The Concept Behind Mercedes-Benz Living @ Fraser
Frasers Hospitality's collaboration with Mercedes-Benz is a strategic move to blend luxury automotive design with the serviced apartment sector. The initiative was born from the Daimler think tank, which sought to answer the question: why should travelers leave sophistication behind when they step out of a Mercedes-Benz?
Wilfried Steffen, head of the Business Innovation department at Mercedes, emphasized the growing need for a "home away from home" for individuals who frequently travel. The apartments are designed to offer a sense of security and comfort, reflecting the high standards associated with the Mercedes-Benz brand.
Design Features of the Apartments
The serviced apartments in London, located in the upscale Kensington area, boast approximately 100 square meters of space. Key features include:
- Living and Dining Area: Spacious and elegantly designed for relaxation and entertainment.
- Fully Fitted Kitchen: Equipped with modern appliances for convenience.
- Two Bedrooms: Designed for comfort and privacy.
The interiors are a collaboration between Mercedes-Benz Style, Burmester, and Swarovski, showcasing a blend of sensual surfaces, clean lines, and intelligent high-tech functionality. Notable design elements include:
- Black Magic Wall: A media wall with an integrated smart TV, featuring a high-gloss black finish that contrasts with the historical architecture of Kensington.
- Seamless Furniture Design: Furniture elements are designed to create self-contained spaces, enhancing the overall aesthetic.
Future Expansion Plans
The pilot phase of the Mercedes-Benz Living @ Fraser concept will begin in mid-November in London, with the Singapore apartments set to welcome guests in early 2016. Following the pilot, Frasers Hospitality and Mercedes-Benz plan to evaluate the success of the project and consider rapid expansion to other major cities.
Choe Peng Sum, CEO of Frasers Hospitality Group, expressed excitement about the partnership, stating that it allows guests to experience exclusive, bespoke modern luxury living. The goal is to transform the idea of Mercedes apartments into a viable business model, leveraging successful past projects as a blueprint for growth.
Conclusion
The launch of Mercedes-Benz Living @ Fraser marks a significant step in the evolution of serviced apartments, merging luxury automotive design with hospitality. As the pilot phase unfolds, the collaboration promises to redefine the standards of comfort and sophistication for travelers seeking a premium living experience.
Sources
- Frasers launches Mercedes-Benz-branded and designed serviced apartments - Serviced Apartment News, Serviced Apartment News.