BOUTIQUE-IFICATION OF THE WORLD

First it was shops, then investment firms, then hotels, now Soccer teams?

Ian Schrager and Bill Kimpton may be given credit for the first boutique hotels; however, they may have just been involved in the beginning of a much larger global trend… the boutique world!

A “boutique”, from the French word for “shop,” originally was used to describe a small outlet, especially one that specialises in elite and fashionable items such as clothing and jewellery. The term entered into everyday English use in the late 1960’s when, for a brief period, London was the centre of the fashion trade. Carnaby Street and the Kings Road were the focus of much media attention as home to the most fashionable boutiques of the era. Today, it can also refer to a specialised firm such as a boutique investment bank, lawfirm, or hotel. The word is used to describe a property in the independent section of a (such as many of the members of Design Hotels) in order to distinguish themselves from larger chains. In such cases the idea is that the operation is elite and highly specialized.

With this notion of elitism and exclusivity in mind, notorious international playboy, Flavio Briatore (head of F1 Renault team) and Bernie Ecclestone (CEO of F1 ) recently purchased and is in the process of developing a vision of the first Boutique Soccer Club out of the existing, Queens Park Rangers (QPR). According to this months UK GQ magazine, this involves more than simply running a soccer club; Briatore will set his sights to transform the not-so-glamorous club into one with adoring pretty-young-things in the stands, spas and posh nightclubs in the stadium, and celebrity chefs catering. Rumor has it that Briatore has been seen courting players by introducing them to celebrities at clubs around London, the uniforms have been redesigned, and apparently Pete doherty has written the lyrics to the new club anthem (QPR happens to be Doherty´s team). (the photo above shows the crowd at a recent QPR match including Briatore himself, Naomi Cambell, and Tamara Beckwith)

All of this begs the question, is this right? Many outspoken critics feel that the soccer pitch is no place for celebrities, models, and delicate finger foods, but others are happy with the injection of cash into the team, and the publicity that the organization is now receiving. One complaint has been the rise in ticket prices- what used to be roughly 400 pounds for a seasons ticket, has increased dramatically into the thousands.

In the same way that Formula 1 automotive technology has dictated the majority of advancements in the car world, luxury and hotels have done the same in terms of knowledge, insight, and trends trickling down eventually falling to the masses. Could this be a role reversal? What has traditionally been a working mans sport powered by dirt, tears, and sweet, is now in the process of becoming just another outlet for luxury.

Posted in Uncategorized |

You can follow any responses to this entry through the RSS 2.0 feed.

You can leave a response, or trackback from your own site.