The lifestyle and ideology of fashion icon Alexander McQueen is now available to the world’s highest bidders through Sotheby’s.
Alyssa Greenberg
Marriott’s Luxury Collection and Sotheby’s Sealed occupy disparate corners of the luxury consumer universe. Now, they’ve come together to collaborate on two bespoke travel experiences that appeal to aficionados of fashion and spirits.
The collaboration (called “Iconic Pieces. Extraordinary Experiences.”) promises to create once-in-a-lifetime travel experiences featuring Luxury Group hotels for auction through Sotheby’s. The itineraries are deliberately plucked from Sotheby’s diverse sales categories, from art and fashion to wine and spirits.
The first two experiences, which opened for bidding Sept. 5, are centered around the late fashion designer Alexander McQueen and whiskey entrepreneur Fawn Weaver.
The Alexander McQueen experience has an estimated value of $12,000 to $18,000, and the whiskey experience Whiskey Reverie experience is valued at $15,000 to $30,000.
“A great deal of thought and research goes into curating every detail of these experiences,” said George Hammer, Global Head of Luxury Marketing, Marriott International. “At Luxury Group, we first looked at the auction categories that Sotheby’s Luxury Sales participates in and determined which of our brands had an authentic connection to each category. The first two itineraries were planned with experts from both the Luxury Group and Sotheby’s to maximize our resources, knowledge, and connections to curate the most immersive and enriching experiences.”
Alexander McQueen Discovery: Presented by EDITION
Alexander McQueen Discovery: Presented by EDITION will transport guests through London through the eyes of McQueen: a private tour of iconic McQueen pieces in the Victoria & Albert Museum, a personalized high-fashion photoshoot with McQueen’s longtime creative collaborator Ann Ray. It begins with a two-night stay in a luxurious suite at The London EDITION, and a private dinner at Michelin-starred Chef Jason Atherton’s Berners Tavern — complete with a five-course tasting menu featuring wine pairings that celebrate McQueen’s most iconic years.
The itinerary isn’t for everyone, but that’s the point: it caters specifically to travelers whose knowledge of McQueen is matched only by their wanderlust — and the depth of their wallets.
“We knew bidders would likely be extremely passionate and informed about these topics, so we wanted to create itineraries that carried emotional meaning and enhanced their appreciation of their passion points,” Hammer explained.
“We knew bidders would likely be extremely passionate and informed about these topics, so we wanted to create itineraries that carried emotional meaning and enhanced their appreciation of their passion points,” Hammer explained.
The Whiskey Reverie experience, presented by Sotheby’s and Marriott Luxury Group is one of the immersive travel experiences, available to the highest bidder.
Alyssa Greenberg
Whiskey Reverie: Presented by The Ritz-Carlton
The same ethos permeates the itinerary for Whiskey Reverie: Presented by The Ritz-Carlton. Whiskey aficionados will be whisked away on a culinary journey that celebrates the history and craftsmanship of the American spirit. The winning bidder will fly from New York to Tennessee to celebrate the American whiskey industry’s hidden Black roots and unsung heroes with Weaver, the acclaimed whiskey entrepreneur and best-selling author.
The journey begins with a beautiful dinner and whiskey pairing at The Bazaar curated by José Andrés’ masterful culinary team. Weaver, the founder of Uncle Nearest Premium Whiskey, will join in person. Then in Tennessee, Weaver will accompany guests on a private tour of her distillery and a tasting session with master blender Victoria Eady Butler, a fifth-generation descendant of Nearest Green. The experience aims to provide a meaningful opportunity to build a relationship with the very people carrying on the history and legacy of American whiskey.
According to Hammer, Sotheby’s has occasionally auctioned travel experiences before, but this partnership is unique in both its breadth and scale. It’s also the first time Sotheby’s is auctioning luxury travel experiences through Sotheby’s Sealed, an online platform where consumers can discreetly place bids for luxury goods.
The auction format makes sense for the target audience and, depending on the size of the winning bid, potentially raises the likelihood of similar collaborations in the future. For luxury travelers, it’s a unique way to offer the rare experiences they crave and to live out their passions, wherever they might lead.
