Geneva, December 2009: Kempinski Hotels’ new approach to its European heritage includes a particular focus on savoir vivre, culture, beauty and gourmet, elements that make the luxury brand recognizable to every guest. These elements have taken on a new form, implemented across the Kempinski Hotels collection; a new personality created within the hotel to complement the prestigious concierge role, she is the Lady in Red.
The Lady in Red will be easily recognized by guests, a permanent presence across Kempinski Hotels, reflecting European hospitality in all properties, with small modifications in dress to respect the local customs. As Kempinski’s First Lady and ambassador, the Lady in Red represents the European character and personalised service associated with Kempinski Hotels. The Lady in Red will be present in the lobby of each hotel and will provide guidance to guests, while at the same time taking note of their preferences. Are you in town for the first time? The Lady in Red will offer advice regarding sightseeing and popular restaurants, according to the guest’s needs. Celebrating a wedding anniversary?
She will go out of her way to organize something special, such as organizing a memorable dinner at the guest’s request, all aimed to pamper the couple in a classic and sumptuous manner.
Red was chosen as a colour for its vibrant and compelling associations, as it attracts immediate attention, and is meant to make the guest feel instantly warm and cared for.
Uniforms were designed according to the destinations where Kempinski hotels are present and reflect the local culture in their details. In India, the uniform will be complemented with embroidered silk and local jewellery, and on special occasions, the lady in red will be wearing a Sari, or have an Indian scarf draped over her dress. In China, local fabrics and styles, like an original Chinese jacket, will be incorporated into the Western-style uniform. Kempinski is also aware that in some destinations, the Lady in Red will be required to dress more conservatively, so the uniform will be of a simpler design and accompanied by a headscarf. In Western Europe, the Lady in Red will accessorize according to the year’s seasons and fashion trends.
