Fashion firm hopes its products and interior design will make a British hotel into an experiential advertisement.

This article titled “Laura Ashley to open ‘brand showcase’ hotel” was written by Zoe Wood, for guardian.co.uk on Thursday 29th March 2012 15.00 UTC

Boutique hotels are usually the preserve of luxury designer labels, such as Armani and Bulgari, where their monied clientele can eat, sleep and shop the brand. That is about to change as Laura Ashley, the company famous for its floral prints, prepares to enter the fray.

The firm has bought a hotel in Hertfordshire for £5.8m which it hopes will become an attraction for Laura Ashley fans, with all 49 rooms boasting beds, sofa, wallpaper and curtains in matching fabrics. Its chief operating officer, Seán Anglim, said the hotel would become a “brand showcase” for its products and interior design service when it opens later this year.

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