He’s famous for the most sought-after women’s shoes in the world, but over the past few years, this fashion designer has been making a name for himself in hospitality and is now staking his claim in wellness.

We’re talking about Christian Louboutin, whose design hotel in Portugal features an intimate wellness area and hosts wellness retreats, including a Brain Edit retreat by Terrence the Teacher.

Hotel by accident
The French fashion icon is known for his signature red-soled high heels, which sell for €1,000 (US$1,053, 828) upwards. In 2023, however, he turned his hand to hospitality with Vermelho, a boutique hotel in the coastal hamlet of Melides. The destination is 90 minutes south of Lisbon and has become a hub for sculptors, architects and musicians (Philippe Starck is just one of the creatives who has a second home there).

Vermelho, a member of Relais & Chateaux, is operated by Marugal Hotel Management.

“To be honest, I never planned to open a hotel,” Louboutin tells Insidehook, “I had a place in the nearby town of Comporta but over the years it became a bit too cemented for me.”

Stumbling on the picturesque Melides on a drive one day, he was captured by its sleepy charm and bought a fisherman’s house there, followed by a plot of land to build a restaurant. He adds: “The mayor came to me and mentioned it was quite a big plot for a restaurant and said ‘Why not open a hotel instead?’ I said yes – as simple as that.”

Louboutin worked closely with Portuguese architect Madalena Caiado on the project, which comprises a series of buildings in the style of the country’s traditional architecture, with white render, terracotta tiles and intricate window detailing. Inside, it oozes the designer’s eclectic style and bold hues – vermelho means red in Portuguese, paying homage to Louboutin’s trademark colour.

Louboutin on wellness
The hotel has 13 bedrooms, each individually designed and featuring work by local craftspeople, as well as a selection of furniture and artwork from Louboutin’s own collection. The interiors were conceived by Louboutin in collaboration with designer Carolina Irving and ceramic tile designer and interior consultant Patricia Madalena. The walls of the hotel interiors feature hand-painted frescoes by Greek artist Konstantin Kakanias.

Alongside its 13 bedrooms and Xtian restaurant, there’s an intimate wellness area in a maximalist design featuring sacred stones from ancient churches. A mix of Indian healing practices and treatments are offered in one of two treatment rooms and complimentary yoga sessions take place every Saturday morning.

In a recent discussion, published in Dezeen, Louboutin spoke about the importance of working with local artisans.

“Artisanship is really a very important part of the culture of countries... and it’s a necessity to keep it alive,” he said.

“You cannot use artisanship by reproducing it elsewhere. Why? Because if you take the essence of artisanship from a specific place, and you give it to another place, to make it cheaper... you are basically starting to eat – and to destroy – the ecosystem of a region or country. Sustainability goes all the way to protecting artisanship.”

Brand extension
In July 2024, Louboutin extended his portfolio by acquiring a stake in Experimental Group using his personal funds. Experimental is a Paris-based hospitality group which runs 20 boutique hotels, restaurants and bars across Europe. It is planning openings in Val d’Isère, Rome and Paris this year and has also expressed an interest in expanding into the US.