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Piers Schmidt joins Matter Of Form as Chair of Hospitality

Piers Schmidt is a world renowned luxury brand consultant and hospitality expert whom Management Today described as “one of the consultancy world’s thinkers”, has joined Matter Of Form as Chair of Hospitality.

A graduate of Cambridge University, Piers joined Interbrand where he led the rebranding of British Airways, developed the brand strategy for the airline ‘go’ and created the ‘oneworld’ branding for the Group’s global alliance with American Airlines. In 1998, Piers co-founded The Fourth Room, a pioneering brand consulting firm.

Piers Schmidt - Chair of Hospitality

In 2002, Piers formed Luxury Branding, a luxury consulting firm that developed the Kerzner International corporate brand and masterminded the conceptualisation and $16m roll-out of One&Only Resorts. Since then, Piers has focused on developing innovative luxury brands in the hospitality, travel and service industries. His experience includes concept and brand development programmes for Annassurra, Armani Hotels & Resorts, C Resorts (Constance Hotels & Resorts), Cottonmill Private Members’ Spa, Dorchester Collection, Globacom, Lionstone Development, LUX* Resorts and Hotels, Paramount Hotels & Resorts, Quintessentially. 

He is a permanent visiting lecturer on the MBA programme at Ecole hôtelière de Lausanne (EHL), the renowned hospitality management school in Switzerland where has given lectures in the school’s Distinguished Speaker Series. In 2021, Piers was appointed to the Advisory Board of the Red Sea Project (Kingdom of Saudi Arabia), which will set new standards in sustainable development, pioneering a new relationship between luxury tourism and the natural environment. 

Piers commented on the appointment, “I could not be more delighted to continue the legacy of Luxury Branding within Matter Of Form.”

Anant Sharma, CEO, added “We are very excited that Piers is bringing his wealth of experience and contacts to MOF. Together we bring the finest pedigree in hospitality of any company in the global market, and we look forward to what is to come.”

To discuss how we partner with companies to provide strategic brand, design and tech services, please get in touch via hello@matterofform.com to arrange a time to speak with our team of consultants.

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