as we know,
IC AMS is distinguished, discrete, regal and ŕn Amsterdam grand dame of the old world.
It is an established name, with service & security catering to crowned heads, vips and those seeking calm & peace.
Experienced in matters of finesse, a true luxury.
In Amsterdam is currently the mindset:
Luxury : collabs, brand X brand, influence / be influenced, louder, hype, trend, fear of missing out, LVMH company brands are the only gold standard.
Even Van Gogh, the eternal Dutch master is not immune....
In order to stay relevant and to reach more audience:
https://hypebeast.com/2023/9/pokemon...m-announcement
https://hypebeast.com/2023/10/the-po...iately-apology
https://hypebeast.com/2023/10/van-go...romo-card-info
https://hypebeast.com/2024/1/van-gog...k-announcement
From luxury of the commons to luxury as in luxury musts, luxury labels to be dictated and luxury spoon fed ...
In Amsterdam,
If it is not mentioned:
for women by Nikki Plessen
https://www.instagram.com/nikkie_official/?hl=en
for men by Ben Taylor
It is not considered luxury ......
What do we see: brand, brand, brand, brand, brand.......
As you can guess IC AMS is cautiously observering ....
How will anticipated Rosewood Amsterdam reposition luxury and redefine it ...
- will it go luxury : regal, formal, discrete fit for wishes of emperors & empresses / popes & popesses
a down to earth example:
Similair to IC AMS' afternoon tea, with 72 hours advance warning, F&B can be adapted to suit Halal, Kosher, no sugar, lactose free, fatfree, keto etc...our inhouse pastery chef will think with you to provide a suitable possibility
- will it go luxury : brands&labels in your face, all out celebrity tie up, LVMH branded, instagrammable, bit/fin/gran/influencer, collaboration X, limited
(steroid version overdrive and humilliating current trendy Waldorf Astoria Ansterdam)
a down to earth example:
Waldorf's afternoon tea is branded all fit for instagram, however unable to adapt to sugar free, lactose free, fat free etc ...
it's not possible as it is not of the instructions of the brand X hotel afternoon tie up : our pastery chef is limited due to the collaboration terms: style above function
And as such IC AMS studies its future direction
and if how to adapt & excel & balance.......
This morning at breakfast gave a slice of IC AMS diverse hotel guests,
- A
shaykhah with entourage,
- UniWorld cruisers :
https://www.uniworld.com/eu (overheard they fled the Hilton Amsterdam as precruise stay)
- fabulous rich Chinese from Indonesia
- Flemish art dealers
- digital nomads on Apple devices
- daytrippers & weekenders from the UK
- honeymooning couple with family
- a reunion
- ladies getaway to shop anonymous nonstop at
https://etoile-luxuryvintage.com
- those coming for a show :
https://carre.nl/agenda
Audiences that can be poached by Rosewood redefining Amsterdam luxury,
and that can be retained by IC AMS by tweaking the redefining Amsterdam luxury
(example: Rosewood could offer USB A & USB C charging, IC AMS ups the ante by offering wireless inductive charging)