GLOBAL UPDATE : PROFILE
Simply ,
The Set
The Akirovs are developing a new brand , first in Europe , by landing historic buildings in meaningful touristic locations .
By Jeff Weinstein , editor in chief
Georgi Akirov , managing director of The Set Hotels and son of Israeli hotel developer Alfred Akirov , is taking a simple approach to creating his new brand and management company . Hence , the straightforward name for the company has no hidden meaning ; it will simply become “ a set ” of lifestyle luxury properties , Akirov explains .
“ Lifestyle for us means bringing locality to our guests . The benchmark will be creating the best hotels in terms of depth and quality of service ,” says Akirov , whose group partially owns and manages the new Conservatorium Hotel in Amsterdam , the Café Royal in London ( opening in September ) and soon will renovate the Lutetia in Paris .
Akirov says the first goal is to optimize the vision of the existing hotels and then to grow at historic buildings in prime heritage locations in major European cities with meaningful tourism . A New York City hotel is a goal down the road . “ Over 10 years having eight to 10
Georgi Akirov hotels would be a meaningful proposition ,” he says .
Helping Akirov is Brand & Culture Guardian Massimo Ianni , formerly the GM of the Faena Hotel & Universe in Buenos Aires and a former advisor to Giorgio Armani on Armani Hotels .
So far , the first hotel is meeting ownership ’ s expectations . Akirov says the Conservatorium , a converted music school that opened late last year , is realizing 60 % occupancy with a US $ 503 (€ 400 ) rate . He adds that
The lobby at the Conservatorium , Amsterdam
extensive F & B facilities are full every day for lunch and dinner .
The Set ’ s essence “ Locality ,” as Akirov puts it , is the main ingredient for The Set . The design will be based on the locale , as will F & B concepts . At the same time , Akirov emphasizes hotels will include modern amenities and design features required by the next generation of travelers .
Another important element is wellbeing facilities . Each hotel will have 10,764 sq ft ( 1,000 sq m ) dedicated to a gym , spa , swimming pool , yoga / meditation studio and organic lounge .
High-caliber architects and designers have been retained to carry out the brand ’ s essence . In London , for example , architect David Chipperfield plans to rework the DNA of Café Royal . A similar strategy is in place at the Lutetia , which remains operational after being acquired from Starwood Capital last year , and will start to be renovated in the second half of next year .
18 HOTELS July / August 2012 www . hotelsmag . com