Lalique takes flight

Villa René Lalique, a 1920 property built by the artist and founder of the crystal company that carries his name, was transformed into a sophisticated hotel and gourmet restaurant that opened to the public in 2015. A visit to the luxury retreat in Wingen-sur-Moder, France, will be part of the benefits to the Singapore Airlines partnership. Photograph courtesy Lalique.

It was back in 2013 when WAG was invited to what was then the new Lalique Interiors Showroom in Manhattan. The occasion was the unveiling of Lalique Maison, a collection of Art Deco-inspired furniture and interior design accessories.

At the time, Maz Zouhairi, the president and CEO of Lalique North America, told me that the collection was “part of a decision we made to really cement Lalique as a lifestyle brand.”

And that branding continues to move ever forward.

WAG just heard that Lalique and Singapore Airlines (SIA) have agreed to enter into a strategic partnership.

Through the collaboration, as the press release tells us, “Singapore Airlines will exclusively carry selected in-flight items co-branded with Lalique in its suites and first Class cabins. The partnership is set to start with the launch of Singapore Airlines’ next batch of Airbus A380s, deliveries of which are due to begin in the second half of this year featuring all-new cabin products.”

The co-branded products, part of a partnership that will touch on other areas, are expected to include amenity kits, toiletries, glassware, loungewear and bedding.

In announcing the move, Marvin Tan, Singapore Airlines senior vice president of product and services, said, “We are very pleased to partner with Lalique to offer our premium customers exquisite luxury in the air. Both Lalique and SIA have a long heritage. Leveraging the strengths of both companies, we look forward to bringing the finest travelling experience to our customers through this co-brand initiative.”

Lalique Chairman and CEO Silvio Denz added, “We are very excited about this strategic alliance with Singapore Airlines – one of the world’s leading airline and travel brands – to contribute to delivering more value to SIA passengers and frequent flyers.”

More details will be announced as the collaboration progresses.

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– Mary Shustack

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