GRAND HOTEL KEMPINSKI RIGA celebrates the 10th anniversary of the iconic brand ambassador LADY IN RED and unveils a collaboration with local fashion designer Julia Malahova and her fashion house MCOUTURE.
Riga, 21 January, 2020, GRAND HOTEL KEMPINSKI RIGA in cooperation with the leading fashion house in Latvia - MCOUTURE and its designer JULIA MALAHOVA - gathered Riga opinion leaders, businessmen and women, co-operation partners and fashion connoisseurs for an official presentation to celebrate Lady in Red's birthday and further cooperation between the two companies.
Providing a genuinely personalised and intuitive guest experience based on cultural empathy, guest intelligence and an understanding of each individual guest’s needs is the role of the iconic Lady in Red, a highly emblematic position created by Kempinski Hotels ten years back. As this unique brand ambassador welcomes guests in each hotel of the elegant luxury hotel brand around the globe, every hotel of Kempinski Hotels pays tribute to the Lady in Red this year.
On arrival in one of the 79 Kempinski Hotels, the Lady in Red family is instantly recognisable: Dressed in a striking and elegant tailor-made red outfit that reflects the sartorial traditions in each destination, the Ladies in Red evoke an authentic sense of place and occasion showcasing the cultural nuance and classic European elegance for which Kempinski is known worldwide. Dedicated to please and educated to entertain, these brand ambassadors are alert to any opportunity to go one step beyond to craft unforgettable experiences for well-travelled guests, acting as both the perfect host and a trusted companion during their stay with Kempinski Hotels.
“The Lady in Red is a local expert who knows everything there is to know about our hotels and the destination”, explains Leon Baum, General manager at Grand Hotel Kempinski Riga. “Whether it’s a special anniversary celebration, a surprise proposal or a once-in-a-lifetime family holiday, they draw upon their passion for craftsmanship, gastronomy and local culture to ensure visitors are well-equipped to live unforgettable memories every time they visit.”
“Essentially, the Lady in Red was meant to replace the rather old fashioned guest relations position, which was not iconic at all”, adds Leon Baum. “We were looking for the extra sparkle of a unique personality with unique responsibilities who is easy to recognise.”
More than 150 Ladies in Red gracefully represent Kempinski over the portfolio, coming from all walks of life and from more than 30 countries. There are even some Gentlemen in Red, for example at the Hotel Adlon Kempinski Berlin, which can be recognised by their red tie and red socks.
To highlight the outstanding skills of Latvian culture and local artists ceaftmenship, and at the same time highlight the image of "Lady in Red", which is the business card for everyone entering the hotel’s lobby, one of the most prominent domestic designers, Julia Malahova, was addressed.
MCouture's founder, who has been in the fashion industry for over 8 years, has successfully participated in several RFW (Riga Fashion Week) and is well known among London and Paris fashion designers.
Julia was nominated by Baltic Fashion Federation and won Latvian Fashion and Style Awards in 2013, 2014, 2015, 2016, 2017 and 2019.
Julia has a great taste and sense of elegance, luxury and originality, which are also the Kempinski brand's leading values, so we believe that our cooperation will only complement each other and enable both brands to represent the destination and its traditions in the most positive way.
“I am truly honored for offered oportunity to collaborate with Europe's oldest luxury hotel group, Kempinski Hotels, and given opportunity to create costumes for the brand's elegant ambassador, Lady in Red, during its celebration week. These is my timeless journey of elegance, where I was deeply inspired by the shade called Scarlet’s Red and daily role and values of "Lady in Red" and Grand Hotel Kempinski Riga," explains Julia Malahova, founder and designer of MCouture.
Grand Hotel Kempinski Riga is very thankful to our partners who supported the Lady in Red project: • Austrian footwear brand Högl and its representative office in Latvia: Inese Lode; • HFC - Haute Fragrance Company, a French niche perfume company; • Alina Grinpuka, a fashion illustrator who ranked among the world's top 100 illustrators in 2019, according to www.tachen.com .