Why Plush…?

They are more than just places where life happens – locations are frames of reference for culture, containers of context for perception, real-world stages for stories to unfold and take shape.

We also believe that beauty is in the eye of the beholder – mostly fading with time. What we care about is character, which persists, adapts, develops, and renews.

In building our portfolio, we attempt to express these beliefs. We seek the beauti­ful as much as the quirky, the lavish but also the minimal, the exclusive as well as the humble.

Für uns ist Plüsch alles, was es gibt. Plüsch ist wahrer Luxus, aber auch einfache Eleganz. Plüsch ist sowohl ein Privileg als auch ein Bedürfnis. Plüsch ist ein abgegrenzter Raum, der kreativ gestaltet und berührt wird, was wiederum die Kreativität auf immer neue Weise inspiriert und fördert.

Plüsch ist Charakter, geprägt von Seele.

Our locations and our members form both a collection and a community, serving as cultural network nodes of our time. An international switchboard where creativity meets real estate, and where 2+2 does not always equal four, but seven, eleven — or even 74.