Hotel boutiques are now destinations, not afterthoughts – from Positano to Tokyo
Why top hotels like Rosewood, Aman, Upper House and Il Pellicano have taken their lobby boutiques upmarket – plus 5 to visit on your next trip
When Dior launched its Dioriviera pop-up concept in 2018, it took the fashion-hospitality collaboration to new heights. While brand takeovers are now common at luxury resorts and hotels – names like Loro Piana, Missoni, Balmain, Pucci and Dolce & Gabbana have all joined the pool party since – these are not enough for travellers who prefer to bring home something unique from the in-house boutique rather than sip cocktails on a monogrammed lounger.
“There are a small handful of hotel retail concepts out there that aren’t just an extension of the hotel,” says Kim Bui Kollar, co-founder of Beaureguards at the Rosewood Hong Kong. “Historically, the retail portion of the hotel was a bit of an afterthought. What separates the exciting hotel retail concepts now is the curation.”
Today’s hotel boutiques are not just stocked with a wide range of big names. Inside, you’ll find branded merchandise and exclusive lines made in collaboration with well-known fashion brands. Denim brand Frame is known for its Ritz Paris collection, while Sporty & Rich has created covetable merch for The Carlyle New York. The St Regis has teamed up with Los Angeles-based contemporary label Staud, while The Ritz-Carlton’s Late Checkout series was designed by a Madrid-based brand of the same name. Rosewood Hotels also recently partnered with accessories brand Clare V.
Aman Resorts has its own line of branded apparel, Aman Essentials. More recently, it launched Aman Tennis Club, a tennis-inspired collection, which is now available outside its hotels at hip boutiques like The Webster in Miami.
Beaureguards is another space that is attracting locals and visitors alike with its cool edit of merchandise and unique programming. Its latest in-store project, The Palm Library, has hosted residencies with the likes of tailoring brand Ascot Chang, and fashion designers Christopher Esber and Ian Hylton; a book signing with photographer Scott Schuman of The Sartorialist; and more recently, a Celine by Phoebe Philo Archive pop-up.
“For us it’s about specialised service, an intelligent edit and unique experiences including meaningful conversations and exchanges,” says Bui-Kollar. “These curated events are a great opportunity to engage with the Hong Kong community and bring a unique experience for the hotel guest travelling through. Our hope is that when this guest comes back, they make a point to visit and see what’s new.”