Sotheby’s, the prestigious auction house, and The Luxury Group by Marriott International, the luxury division of the world-famous hotel group, have auctioned off their first two exclusive trips. It’s an innovative way to stand out among an elite clientele in search of unique, personalized experiences.
For some people, a vacation isn’t just about finding the best spot on the beach to lay out their towel. Nor is it about choosing from a catalog a dream holiday on the other side of the world in a luxury hotel, but where they’ll sometimes bump into the same people as in their chic neighborhoods.
No, they want to live a unique experience, and are prepared to pay more for it than anyone else…
Sotheby’s, the prestigious auction house, and The Luxury Group by Marriott International, the luxury division of the famous hotel group, have thought of these demanding profiles, by concocting together an exclusive and exceptional offer.
Tangible and intangible luxuries
The idea behind their new concept, dubbed “Iconic Pieces, Extraordinary Experiences”? Auction off travel experiences that combine cultural or more “sensual” pleasures, combining Sotheby’s areas of expertise – fashion, jewelry, leather goods, watches, wines and spirits and objets d’art – with the portfolio of high-end brands of The Luxury Group by Marriott International.
“We’ve always believed that hospitality is an art in itself, driving us to reimagine how we engage with our guests. By blurring the boundaries between tangible and intangible luxuries, ‘Iconic Pieces, Extraordinary Experiences’ will continue to bring these two worlds together,” explained George Hammer, Global Head of Luxury Marketing at Marriott International.
From September 5 to 19, auctions from the first two “Iconic Pieces, Extraordinary Experiences” offerings from The Luxury Group by Marriott International and Sotheby’s were available online on the auction house’s platform.
Tribute to Alexander McQueen
The first, called Alexander McQueen Discovery, was aimed at fans of haute couture, and more specifically of the brilliant British designer who gave Givenchy all its sparkle between 1996 and 2001, and who passed away too soon in 2010, at the age of 40.
This very special pilgrimage includes two nights in a luxury suite at London’s EDITION Soho hotel, in the Fitzrovia district, and a bespoke five-course dinner for two at Berners Tavers. Held on the private balcony overlooking the restaurant, the latter features “a food and wine pairing echoing Alexander McQueen’s iconic years”.
To continue this tribute to the designer, the lucky few are invited to take part in a personalized exploration of Alexander McQueen’s native London, including a private tour of the Victoria & Albert Museum, where the couturier used to feed his powerful imagination.
The highlight of the trip, however, was undoubtedly the personalized photo session with Ann Ray, a long-time collaborator and, above all, friend of the designer. As a souvenir, in addition to those engraved in their memories, participants will be able to take home two prints and digital files for personal use or public relations…
Whiskey Reverie
The second exclusive voyage, offered by Sotheby’s and Marriott International, was called Whiskey Reverie. And it was obviously aimed at aficionados of this famous beverage.
By outbidding others before September 19, buyers were able to treat themselves to a two-part program.
First act: a two-night stay in a suite at The Ritz-Carlton New York, NoMad, with dinner in the Bazaar by José Andrés private dining room . And all in the company of Fawn Weaver, founder of premium whisky brand Uncle Nearest and author of the New York Times bestseller Love & Whiskey. With a whisky tasting paired with each course, there should be no shortage of conversation.
Second act: a plunge into Tennessee, the quintessential American whisky state.
On the program: two nights in Nashville, in a luxury suite at the Joseph, A Luxury Collection Hotel, and a tour and tasting – guaranteed by master blender Victoria Eady Butler – of the Nearest Green distillery, south of Shelbyville. Also founded by Fawn Weaver, this distillery pays tribute to Nearest Green, the first known African-American master distiller.
The experience includes a signed copy of Fawn Weaver’s bestseller, Love & Whiskey.
Virtually infinite playground
These first two experiences are just a foretaste of what the two flagships of the auction and luxury hotel industries are yet to imagine together.
With a “network of more than 520 renowned hotels and resorts” displaying one of its eight brands – The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, or W Hotels, installed in 70 countries and territories”, Marriott International’s Luxury Group indeed has a broad scope.
Coupled with theexpertise of Sotheby’s, a connoisseur of the cultural fields of interest to high-end clientele, the playing field becomes virtually infinite…
For its part, The Luxury Group by Marriott International is striving more than ever to offer its customers more than just resorts, but personalized, high-end experiences.
Luxury Group Dining Series
In addition to its collaboration with Sotheby’s, Marriott’s luxury hotel division recently announced a new concept, Luxury Group Dining Series, as part of its “Marriott Bonvoy Moments” loyalty program. This allows members to enjoy exclusive access to events (concerts, culinary experiences, sporting competitions, etc.), in exchange for loyalty points.
Running from September to November, this series of regional dinners in several cities features six hand-picked hotels in Asia and Australia: the two Ritz-Carltons in Tokyo (Japan) and Melbourne (Australia), The St. Regis in Bali (Indonesia), The Athenee Hotel, a Luxury Collection Hotel, in Bangkok (Thailand), The St. Regis in Mumbai (India) and the JW Marriott Hotel Singapore South Beach (Singapore).
It will offer unique experiences, thanks to the “collaboration of over 55 culinary and beverage talents” from the Asia-Pacific region and beyond”, drawn from the group’s luxury hotels and resorts.
Anticipating needs
“The Luxury Group Dining Series responds to affluent travelers’ growing appetite for immersive dining experiences, a finding highlighted in our New Luxe Landscapes report. The series embraces and celebrates our brand’s highly contextualized experiences, designed for our guests in these most sought-after destinations,” said Oriol Montal, Managing Director of Luxury, Asia-Pacific ex-China at Marriott International.
More generally, “ The Luxury Group always strives to anticipate and exceed the evolving needs and preferences of luxury travelers worldwide.”
The Luxury Group by Marriott International is constantly reinventing itself to surprise its customers…
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Read also > Hotels and entertainment: closer ties
Photos à la Une : Edition by Ian Schrager, Soho © Marriott International
