PARIS — Taking the designer hotel concept a step further, designer and entrepreneur Christian Audigier is out to apply the same brash rock ’n’ roll formula he’s used to build his fashion empire to the French all-inclusive resort concept Club Med.
Audigier said Friday he plans to use his celebrity connections to heat up Club Med’s image and draw more traffic to its 80 resorts worldwide. Audigier’s proposal is likely to be tested out first in Club Med’s North American centers following a meeting with Club Med chief executive officer Henri Giscard d’Estaing in January, said Hubert Guez, chief executive of Audigier’s Ed Hardy brand. Guez added the designer also would likely be involved in “spiffing up” Club Med’s boutiques and products.
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