Luxury Group by Marriott International has announced a partnership with Sotheby’s, the esteemed auction house. The collaboration—titled Iconic Pieces. Extraordinary Experiences—blends high-end hospitality with exceptional auction items.
“There is an incredible synergy between the Luxury Group and Sotheby’s as both are underpinned by a similar passion for pioneering transformative offerings that tap into the diverse cultural passions of our clientele,” said George Hammer, Global Head of Luxury Marketing, Marriott International., in a press statement. “We have always believed hospitality to be an art in and of itself, challenging us to reimagine the ways we engage with our guests. By blurring the lines between tangible and intangible luxuries, “Iconic Pieces. Extraordinary Experiences.” will continue to converge the two worlds.”
Upping the Ante on Luxury
The partnership encompasses Luxury Group’s portfolio of eight prestigious hotel brands, including The Ritz-Carlton, St. Regis and W Hotels. It aligns with Sotheby’s Luxury Sales, which features collector’s items in categories such as jewelry, fashion, watches and fine wines.
This initiative introduces bespoke travel experiences inspired by Sotheby’s auction categories. For instance, Whiskey Reverie: Presented by The Ritz-Carlton combines luxury hospitality with artisanal whiskey appreciation. Another, Alexander McQueen Discovery: Presented by EDITION, provides a unique exploration of London through the lens of fashion and luxury travel.
These experiences will be available for bidding through Sotheby’s Sealed, an online platform that merges private sale discretion with auction excitement. This is the first time Sotheby’s has auctioned experiences through its Sealed program.
The collaboration extends to exclusive events for VIPs, including private masterclasses hosted in premium spaces within Luxury Group properties. These sessions offer intimate encounters with auction pieces guided by Sotheby’s specialists. The inaugural masterclass, Whiskey & Watches, will take place at Ritz-Carlton New York, NoMad, and will feature rare American whiskies and a collection of timepieces.
Another notable event is a jewelry masterclass planned for the Presidential Suite of the newly renovated St. Regis New York. This exclusive session will showcase select pieces from Sotheby’s Important Jewels auction to members of Vogue100, a group of influential voices in fashion and beauty.
The partnership also includes a content series highlighting global artistry and offering new perspectives on destinations worldwide. Through short-form videos, the brands will feature artworks in Luxury Group hotels, explore local art scenes and travel recommendations for various cities. This content will be accessible on Sotheby’s website.
This collaboration represents a significant step in luxury travel and art appreciation, offering unique experiences that combine the expertise of two renowned brands in their respective fields. It caters to a clientele that values both exceptional travel experiences and the opportunity to engage with rare and valuable items from the world of art and luxury goods.
The initiative is set to expand further in December 2024, focusing on The Luxury Sales in New York City, potentially introducing new and exciting opportunities for luxury enthusiasts.
For more information, visit sothebys.com.
