As an icon in the fashion and lifestyle industry, Philipp Plein is synonymous with boldness, innovation, and luxury—qualities that perfectly align with our readership. Being on the cover of this issue further underscores the significance of his work and the upcoming launch of The Plein Hotel.
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The Plein Hotel is a groundbreaking project for the brand. Can you share your vision behind creating this new luxury destination?
We are here to change the landscape of luxury, hospitality, entertainment, and food and beverage. Our mission is to set a new standard in this industry. I reiterate: luxury, hospitality, entertainment, and food and beverage. In Milan, we have not only created The Plein Hotel but also introduced four standalone restaurant concepts and single brands. We are poised to expand these brands on a global scale in the next two to three years. Over the next two to three years, we aim to open 20 to 30 international locations, and this is our mission.
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What sets The Plein Hotel apart from other luxury properties in terms of design, experience, and exclusivity?
The love for details and quality. Every corner of the hotel has a unique concept, design, material, and finish—there are no blank walls. Each area is distinctive, which makes it stand out. Every brand and every restaurant has its own strong DNA, which is what makes our brand successful, creating a unique and recognizable experience. But it doesn’t stop there; it continues with the food. We have many signature dishes designed and created exclusively for our venue. For example, the legendary Dom Pérignon pizza or the gold sushi roll at SUKARUBA are just a few examples of our unique offerings. Last but not least, the uniforms of our employees are created and designed to match the concept of each restaurant.
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How does your signature style in fashion and design translate into the hotel’s architecture and ambiance?
My style is rock ‘n’ roll and bold, and I have translated this into every concept within The Plein Hotel. While not all concepts carry my name, concepts such as “SUKARUBA” (which stands for Skull Bar), “The Jungle of Plein” (our vegan restaurant), and “Phillip’s” (our Michelin Italian fine dining restaurant) embody the spirit of our brand. “The Crystal Beach,” which will open this coming summer, is another part of this world.
What can I say? I mean, you’ll have to discover it for yourself to truly understand the Plein touch.
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The hotel industry is evolving rapidly. What modern trends or innovations have inspired your approach to this venture?
I draw inspiration from my global travels. I’ve visited countless places, restaurants, and hotels. I spend a lot of my time traveling the world, discovering the best concepts, and bringing home a wealth of inspiration, influences, and ideas—all combined under one roof called The Plein Hotel.
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Will The Plein Hotel offer collaborations with other luxury brands or unique experiences for its guests?
Yes, we provide five-star service and engage in numerous collaborations with luxury brands worldwide, including partnerships in food and beverages. Additionally, we offer a 24-hour concierge service to cater to our members and royal customers, fulfilling every need—whether it’s booking a private jet, a helicopter flight, or access to exclusive parties and VIP events hosted by our brand. We’ve created a membership club that offers numerous amenities and extra services, all with a focus on exclusivity.
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Your brand is known for its bold and unconventional designs. How has this ethos influenced your approach to hospitality?
We are maximalists. We love to have fun, enjoy, and decorate; we love to be over the top. All of our concepts reflect these attributes.
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From fashion to hotels, your journey has been remarkable. What drives you to diversify and expand into new industries?
We are always evolving, growing, and learning. As humans, we love to involve ourselves, grow, and develop. This is what we do every day. If you don’t change, you die. It is crucial to keep changing, adapting, learning, experiencing, and creating. It’s just a logical additional step in our journey to enter the luxury hospitality sector.
It is part of the customer experience. We have been a lifestyle brand not only offering clothes but also lifestyle concepts, from furniture to children’s clothing and home accessories. We provide everything for our clients, and with hospitality, we are completing a 360-degree luxury lifestyle experience as a company.
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How do you envision the Philipp Plein brand evolving over the next decade? Are there any new areas you’re exploring?
As we celebrate our 30th anniversary, we have been in the market for over 30 years. We have been developing, growing, and changing over the last three decades. We aim to continue growing, innovating, and pushing boundaries. We are excited about what the future holds for us. We’ve always been innovative and open-minded; therefore, we’re eager to see where the next decade will take us.
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What motivates you to take risks and challenge conventional norms in the luxury market?
I don’t need motivation to take risks; I was born a risk-taker and a money-maker. I am excited about everything I do, and that passion makes the process enjoyable and fulfilling.
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As someone who constantly innovates, how do you balance creativity with the business aspects of your brand?
I’m not just a designer; primarily, I am a businessman. I like to create successful business stories as well as success stories. A part of my job is dedicated to creativity, but I also think we are innovative and very open-minded when it comes to business development, planning, organizing new strategies, and keeping our business goals in mind.
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The luxury industry is becoming more focused on sustainability and inclusivity. How does Philipp Plein as a brand adapt to these changing dynamics?
Philipp Plein as a brand is very exclusive, and we take sustainability seriously. Our customers tend to keep our products and wear them for years. We can say we are one of the most sustainable companies. Additionally, we are a couture and luxury manufacturer. We only use very small ateliers and suppliers; we do not mass-produce. Sustainability has always been part of our ethos. Our products are high-quality and long-lasting, making them inherently sustainable. This has always been a significant part of our company policy. We produce 100% in Italy, focusing on craftsmanship and durability.
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What do you believe is the future of luxury fashion and lifestyle in a post-pandemic world?
At the moment, the luxury or couture industry is going through a difficult period. Most luxury brands have lost market share and experienced significant turnover declines compared to previous years. Even during COVID, the market was good; people were purchasing in different ways. Now they are starting to go out again to enjoy life and celebrate. However, luxury has been suffering, especially this year.
We are a lifestyle company; we are always innovating and reinventing ourselves, so we do not feel this slowdown very much. We keep developing fresh ideas that help us stay relevant, and we believe this will benefit us in the future. We cannot compare ourselves to other luxury brands in the market because we are entirely different; we follow our own rules.
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If you could define “luxury” in one sentence, what would it be?
PHILIPP PLEIN.
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What is one piece of advice you’d give to aspiring designers or entrepreneurs who look up to you?
Believe in yourself and your dreams until they come true. Do not give up, and don’t listen to people who are outside your circle or even within it who may try to tell you the opposite.