Sotheby’s Sealed and Marriott Luxury Collection create unique travel experiences with luxury appeal, bringing the power and drama of iconic brands to the highest bidder.
The lifestyle and ideology of fashion icon Alexander McQueen is now available to the world’s highest bidders through Sotheby’s.
Marriott’s Luxury Collection and Sotheby’s Sealed occupy disparate corners of the luxury consumer universe. Now, they’ve come together to collaborate on two bespoke travel experiences that appeal to aficionados of fashion and spirits.
The collaboration (called “Iconic Pieces. Extraordinary Experiences.”) promises to create once-in-a-lifetime travel experiences featuring Luxury Group hotels for auction through Sotheby’s. The itineraries are deliberately plucked from Sotheby’s diverse sales categories, from art and fashion to wine and spirits.
The first two experiences, which began open for bids on September 5, focus on the celebrated fashion designer Alexander McQueen and the whiskey mogul Fawn Weaver.
The Alexander McQueen experience is valued between $12,000 and $18,000, while the Whiskey Reverie experience ranges from $15,000 to $30,000.
“A substantial amount of thought and research is invested in devising every aspect of these unique experiences,” stated George Hammer, Global Head of Luxury Marketing at Marriott International. “At Luxury Group, we evaluate the auction categories Sotheby’s Luxury Sales partakes in and align our brands where there’s a genuine resonance. The initial two itineraries were crafted with insights from both Luxury Group and Sotheby’s experts to harness our collective resources and insights and create deeply engaging and enriching experiences.”
The Alexander McQueen Discovery: Presented by EDITION promises an unforgettable journey through London, seeing it through McQueen’s lens: it includes a private tour of significant McQueen works at the Victoria & Albert Museum, a bespoke high-fashion photoshoot with McQueen’s long-term artistic associate Ann Ray. It kicks off with a two-night stay in an opulent suite at The London EDITION, followed by an exclusive dinner at Michelin-starred Chef Jason Atherton’s Berners Tavern, featuring a five-course tasting menu complemented by wines that pay tribute to the most influential years of McQueen.
The itinerary isn’t for everyone, but that’s the point: it caters specifically to travelers whose knowledge of McQueen is matched only by their wanderlust — and the depth of their wallets.
“We knew bidders would likely be extremely passionate and informed about these topics, so we wanted to create itineraries that carried emotional meaning and enhanced their appreciation of their passion points,” Hammer explained.
“We knew bidders would likely be extremely passionate and informed about these topics, so we wanted to create itineraries that carried emotional meaning and enhanced their appreciation of their passion points,” Hammer explained.
The Whiskey Reverie experience, presented by Sotheby’s and Marriott Luxury Group is one of the immersive travel experiences, available to the highest bidder.
The same spirit is deeply embedded in the agenda for Whiskey Reverie: Presented by The Ritz-Carlton. Enthusiasts of whiskey will embark on a journey that celebrates the American whiskey tradition, paying homage to its history and craftsmanship. The successful bidder will be flown from New York to Tennessee to engage with the lesser-known African American figures and key contributors of the whiskey industry, together with Weaver, the celebrated whiskey entrepreneur and bestselling author.
The adventure starts with a two-night accommodation at the Ritz-Carlton New York, Nomad, which features a lavish dinner and whiskey tasting event orchestrated by José Andrés’ distinguished culinary team. Joining the guests in person will be Weaver, the creator of Uncle Nearest Premium Whiskey. Subsequently, in Tennessee, guests will receive a personal tour of Weaver’s distillery and partake in a taste testing led by master blender Victoria Eady Butler, who is a direct descendant of Nearest Green. This experience is designed to foster meaningful interactions and honour the enduring heritage and individuals sustaining the legacy of American whiskey.
According to Hammer from Sotheby’s, the auction house has previously offered travel experiences, but this particular collaboration stands out due to its comprehensive scope and magnitude. This is the inaugural occasion that Sotheby’s has marketed luxury travel experiences via Sotheby’s Sealed, a confidential online platform for bidding on luxury items.
The auction style is apt for the demographic targeted and depending on the magnitude of the winning bid, it could heighten the likelihood of future similar ventures. For aficionados of luxury travel, this presents a distinctive opportunity to indulge in singular experiences tailored to their interests, allowing them to pursue their passions in extraordinary ways.
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