In another sign of the effort to attract a high-end clientele, Sotheby’s and The Luxury Group by Marriott International are teaming up to offer immersive, bucket-level experiences.
Billed as “Iconic Pieces. Extraordinary Experiences,” the partnership is aimed at ultra-luxury clients and will combine exclusive travel experiences with treasures from Sotheby’s auctions.
For Alexander McQueen aficionados, there’s “Alexander McQueen Discovery: Edition Offering.” Fans can bid for the chance to enjoy a two-night stay at The London Edition. The McQueen experience is available in a sealed auction until Friday.
The hotel is located in London’s Fitzrovia district, where the designer lived and was inspired. The package also includes a private tour of the Victoria and Albert Museum, another place the late designer found inspiration. The package includes a five-course tasting menu dinner for two on the balcony of Berners Tavern, where the vintages of the wines served will highlight Alexander McQueen’s most iconic years, and a photoshoot with McQueen’s frequent collaborator, Ann Ray. The highest bidder will receive two prints and digital files for personal or PR use only.
Hyper-personalization is a key trend in the luxury industry that could benefit brands and top companies: A 2021 McKinsey report found that personalized marketing can increase customer engagement by up to 80%.
The auction house hopes to entice Alexander McQueen fans in other ways, too. An Alexander McQueen dress from the late designer’s fall 2007 collection will be offered at the “Fashion Icons” auction, running from Nov. 27 to Dec. 16. Titled “In Memory of Elizabeth Howe, Salem, 1692,” the collection references the Salem witch trials and pays tribute to McQueen’s maternal ancestor, Howe, who was hanged for witchcraft. Legend has it that Howe’s independent spirit, who took over the family farm after her husband went blind, came under fire when the couple’s sickly daughter blamed her for her strokes.
Bidders can also try to win “Whiskey Dreaming: Presented by The Ritz-Carlton.” The tour begins with two nights at the NoMad Hotel in New York and ends with a trip to Tennessee and an overnight stay at The Joseph. Whiskey expert Fawn Weaver will sit down with guests for a private dinner at Bazaar by Jose Andres at the NoMad branch of The Ritz. Guests will participate in a whiskey and watch class, showcasing some of the most valuable American whiskeys on the market and a storied single-owner collection of timeless watches. The second half of the tour will include a visit to Nearest Green Distillery, founded by Weaver and Green. Green is the first known African-American master distiller.
The Luxury Group includes eight hotel brands: The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott and W Hotels.
Sotheby’s is looking to grow its readership in a different way with the launch of a magazine of the same name that will broaden its scope from auction-focused content to cultural exploration. The relaunch comes from Christina O’Neill, a seasoned creative who left The Wall Street Journal’s luxury lifestyle magazine WSJ in December to serve as editor-in-chief and head of Sotheby’s Media.