In the evolving landscape of luxury hospitality, "lifestyle" hotels are no longer just selling a comfortable bed; they are selling a curated way of living. In Da Nang, Radisson RED is spearheading this movement by consistently partnering with local brands like 138CKnit and Mùa Craft Sake, creating unique cultural and fashion "touchpoints"; for the modern traveler.
A new generation of travelers—specifically Gen Z and Millennials—craves authentic connections with their destinations. This demand has pushed international hotel chains to adopt a "Glocal" (Global & Local) strategy: maintaining world-class management standards while embracing local soul through collaborations with regional artisans, designers, and craft brands.
Radisson RED Danang stands as a prime example. Moving away from generic souvenirs, the hotel celebrates Vietnamese creativity through inspiring collaborations. This past Valentine’s Day, the hotel sparked a "mini-trend" by partnering with 138knitwear, a contemporary local hand- knitted fashion brand. Under the message "For moments meant to stay with you," the partnership focused on creating intimate, deeply connected moments for couples. This unique partnership also highlights "fashion", one of the core pillars of the Radisson RED brand.
The Creative in-room fitting set is a part of the collaboration between Radisson RED Danang & 138knitwear
The collaboration target Gen Z and Millennials who crave authentic connection with their destination
The most innovative highlight of this campaign was the "Private In-Room Fitting" service, exclusively for Radisson Rewards VIP members and Suite guests.
Instead of traveling to a boutique, guests enjoyed a private styling session within the comfort of their room featuring 138CKnit designs. Each session was accompanied by a handcrafted "crochet heart" mascot—a symbol of the warmth and meticulous skill of Vietnamese knitters. This approach not only honors traditional craftsmanship but also elevates the personalized luxury experience for the guest.
The localization journey continues beyond fashion. Radisson RED Danang is extending its reach into the culinary world by partnering with Mùa Craft Sake—Vietnam’s first artisanal sake brand. The centerpiece of this collaboration is the "Neo-Tokyo Sake Fest" series, hosted this April at the BlackOut Rooftop Bar on every weekend.
Mùa Craft Sake—Vietnam’s first artisanal sake brand. The centerpiece of this collaboration is the "Neo-Tokyo Sake Fest" series, hosted this April at the BlackOut Rooftop Bar on every weekend.
This partnership promises an exciting intersection of cultures: centuries-old Japanese brewing techniques blended with unique Vietnamese ingredients. Set against the modern, vibrant backdrop of Radisson RED, the event offers a sophisticated "craft" tasting experience within a stylish international context.
"We believe in the quality of Vietnamese artisans and are ready to introduce these 'Made in Vietnam' products to our high-end international guests," says Dmitriy Zakutniy, Curator AKA General Manager of Radisson RED Danang.
According to Dmitriy, these activities transform a stay at Radisson RED into a multi-sensory exhibition of entertainment and art. These deep emotional touchpoints not only increase guest loyalty but also drive powerful organic engagement on social media.
"Selectively integrating local materials and stories makes our hotel feel more approachable and alive," he adds. "This is the key to attracting Gen Z and Millennials—the market leaders who are constantly searching for novelty and authenticity."
About Radisson RED Danang
Radisson RED is an upper upscale hotel brand that presents a playful twist on the conventional. The brand injects new life into hospitality through informal services where anything goes, a vibrant social scene that’s waiting to be shared and stylish public spaces with standout design to inspire our guests. Radisson RED hotels are designed to fit the needs of our guests by giving them endless opportunities to tune in and out, switching effortlessly between business and pleasure. Guests and professional business partners can enhance their experience with Radisson RED by participating in Radisson Rewards, an international loyalty program offering exceptional benefits and rewards.
Radisson RED is a part of the Radisson family of brands, which also includes Radisson Collection, art’otel, Radisson Blu, Radisson, Radisson Individuals, Park Plaza, Park Inn by Radisson, Country Inn & Suites by Radisson, and Prize by Radisson brought together under one commercial umbrella brand Radisson Hotels.
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