As another indicator of the quest to entice top-shelf clients, Sotheby’s and Luxury Group by Marriott International have joined forces to serve up some immersive and bucket-list level experiences. Billed as “Iconic Pieces. Extraordinary Experiences,” the partnership is geared for ultraluxe customers. The partnership will pair exceptional travel experiences with treasures from Sotheby’s auctions.
For devotees of Alexander McQueen, there is the “Alexander McQueen Discovery: Presented by Edition.” Fans can place their bids for a chance to indulge in a two-night stay at the London Edition. The McQueen experience is available via a sealed auction through Friday.
The hotel is located in the Fitzrovia area of London, where the designer lived and drew inspiration from. They will also get a private tour of the Victoria & Albert Museum, which was a place of inspiration for the late designer. The package includes a five-course tasting menu dinner for two on the balcony of Berners Tavern, where the years of the wines that are served will highlight Alexander McQueen’s most iconic years. There will also be a photo shoot with Ann Ray, who was a frequent collaborator of McQueen. The top bidder will walk away with two prints and digital files that are earmarked for personal or PR purposes only.
Hyper-personalization is a key trend in the luxury sector and is one that can pay off for brands and top-tier companies. Personalized marketing can increase customer engagement by up to 80 percent, according to a 2021 McKinsey report.
The auction house hopes to also woo Alexander McQueen fans in other ways. An Alexander McQueen dress from the late designer’s fall 2007 collection will be part of its “Fashion Icons” auction from Nov. 27 to Dec. 16. That collection, “In Memory of Elizabeth Howe, Salem, 1692,” referenced the Salem witch trials and paid homage to Howe, an ancestor of McQueen on his mother’s side who was hung for witchcraft. Lore has it after taking over the family’s farm following her husband going blind, Howe’s independence made her a target for accusations, when the couple’s sickly daughter blamed fits on her.
Bidders can also try to win “Whiskey Reverie: Presented by the Ritz-Carlton,” which will start with a two-night stay at its NoMad hotel in New York and end with a trip to Tennessee and an overnight at The Joseph. Whiskey specialist Fawn Weaver will join the guests at a private dinner at The Bazaar by José Andrés in The Ritz’s NoMad outpost. The second part of the excursion will include a visit to the Nearest Green Distillery, which was founded by Weaver and Green, who was the first known African American master distiller.
Sotheby’s is attempting to build its audience in other ways with the launch of its namesake magazine, which seeks to broaden its look from auction-specific content to cultural exploration. The redesign comes from a seasoned creative, Kristina O’Neill, who serves as editor in chief and head of Sotheby’s Media after departing from the Wall Street Journal’s luxury lifestyle publication WSJ in December.
The Luxury Group encompasses eight hotel brands including The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, Edition, The Luxury Collection, JW Marriott and W Hotels.
Alexander McQueen FW 2024
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