The Hoxton hotel chain and the fashion brand Lacoste have joined forces to create a clothing collection that can only be purchased through room service. Under this approach of exclusivity, the special edition capsule collection seeks to boost the experience of both the stay and the purchase.
Both brands have collaborated with artist Michael McGregor, whose work focuses on turning hotel stationery elements and restaurant menus into design objects under his colorful vision. Together they have created “Room Service”, made up of seven pieces, including t-shirts, hoodies, pajamas, a bathrobe created exclusively for the collection and a reinterpretation of the iconic Lacoste polo shirt.
All the garments are influenced by McGregor’s graphic and colorful style, which, as the hotel chain explains, “brings a new and playful perspective to a collection inspired by the rituals and codes that define a hotel stay.”. The pieces seek to capture the small moments that mark the unique rhythm of life in a hotel, and to do so they have used striking typography and nods to processes specific to the stay, such as check-in, room service and the comfort of the rooms, all combined with the recognizable green and white colors of Lacoste.
“Room Service” is available from September 8 in all 19 The Hoxton hotels, located mainly in cities in the United Kingdom, the United States and Europe. The items can only be purchased through room service, are presented via a custom-designed menu and delivered directly to the door. However, the collection is designed to be versatile and used beyond the bedroom; also on the street. The garments are available in unisex sizes from XS to XL and with prices starting at 95 euros.
With this, the hotel aims to change the concept of room service and also merchandising, which has gained strength within the hotel sector as a formula for building community and loyalty around accommodations. Ritz Paris has collaborated on different occasions with the Frame brand; while The Carlyle, in New York, has done so with the brand Sporty & Rich.
Furthermore, with the intention of enhancing the “Room Service” experience, the collection is accompanied by a special menu also selected by the artist, and inspired by his favorite dishes to enjoy in the rooms. Includes cheeseburger and fries, French omelet and the iconic club sandwich, as well as Negronis or champagne.
Original post by The Hoxton on Instagram
“’Room Service’ is articulated around the moments that make up a stay in a hotel, those intermediate details that define the experience“, they explain from the hotel chain in a statement. “For The Hoxton, it represents a playful reinterpretation of one of its most characteristic elements. For Lacoste, it offers a new expression of its vision of lifestyle through the lens of hospitality. For McGregor, it becomes a canvas on which to add humor and personality to the language of hospitality.”.
