Luxury Fashion Brands Push Into Hotel Space

The plan was combined along with Lausanne-based CCHE Architecture and will be situated subsequent to a Audemars Piguet museum. (Bjarke Ingels Group is also conceptualizing an prolongation of a museum.) Construction on a hotel is underway for a 2020 opening.

Audemars Piguet’s pierce is partial of a decade-long trend of oppulance conform brands opening hotels in a world’s glitziest destinations. The trend has ramped adult in new years, and looks to be stability over 2018.

“The best approach for Audemars Piguet to promulgate with a clients is to entice them to revisit us here, in a Vallée de Joux, where a association was innate and still lives, and so they can see who we are and where we come from. It’s a approach of opening a screen on a people behind a brand,” Francois-Henry Bennahmias, CEO of Audemars Piguet, pronounced in a matter to Penta.

“Right now we are not formulation to open some-more hotels, though usually time will tell,” he said.

A Fashion-Focused Trend Begins

The Palazzo Versace Queensland was a world’s initial fashion-branded hotel, opening in Australia in 2000. Designers including Karl Lagerfeld, Christian Dior, and Diane von Furstenberg all followed by formulating suites for other hotel brands.

The world’s heading conform companies shortly saw event in a hotel industry. Armani has a hotel in Milan, while Ferragamo’s Lungarno Collection owns a Portrait Firenze, a 34-suite hotel in Florence. Tommy Hilfiger bought a Raleigh Hotel in Miami Beach and LVMH—owner of brands such as Louis Vuitton and Christian Dior— has hotels in a Maldives and West Indies. Versace, Baccarat, and Missoni all exaggerate hotels underneath their brands.

“The hotels are really renouned and do interest to oppulance travelers,” says Liv Gussing Burgess, owners of Luxury Hotel Consulting formed in London. “These hotels are located in possibly pivotal vital locations—in terms of their pivotal patron markets such as Shanghai, Beijing, and Tokyo for Bulgari, or pivotal gateway cities such as London—and in outlandish locations that assistance rouse a brand.”

Bulgari has been among a many assertive conform brands in a boutique hotel space. Last year, Bulgari Resort Dubai non-stop on Jumeirah Bay, a synthetic island assimilated to a city by a 300-meter bridge.

Bulgari’s new Shanghai hotel opens this year, occupying 8 tip floors of a 40-floor tower, with a 400-square scale (4,300-square-foot) apartment and a rooftop grill and bar. The Italian jeweler and luxury-goods code now has a review in Bali and hotels in London, Beijing, and Milan, and has announced projects in Moscow, Paris, and downtown Tokyo.

“Hotels are a good approach to showcase a pattern truth of a brand, to perform a customers, and to plan a lifestyle that goes over products,” a orator for Bulgari pronounced in a statement.

Meanwhile, renouned lifestyle brands in a U.S. are relocating into a liberality space, leveraging their information and in-store sell knowledge to support to their already existent customers. West Elm, Equinox, and Detroit-based watchmaker Shinola are all set to open hotels.


Dubai has been a prohibited end for conform branded hotels. The Palazzo Versace Dubai non-stop in 2017, while a Armani Hotel Dubai occupies 11 floors in a Burj Khalifa, a world’s tallest building, and facilities 7 restaurants.

Bulgari’s 158,000-square-meter Dubai property, designed by Italian architectural organisation Antonio Citterio Patricia Viel, was named best new oppulance hotel of 2017 by Luxury Travel Intelligence. It facilities a review with 101 bedrooms and suites, 6 residential buildings with 173 sea-facing apartments, 15 private mansions, and a jetty and yacht club.

For conform brands, one of a categorical advantages of opening hotels is that they can foster and sell their possess code of products. Gussing Burgess has stayed in Bulgari Resort Bali and says that nonetheless a hotel and services are identical to other oppulance boutique hotels, a “modern, sleek, and elegant” pattern simulate a Bulgari brand, and Bulgari products are accessible for sale.

It’s a trend she expects to continue.

“Marketing of oppulance products will continue to be aspirational, though is also relocating toward formulating and providing lifestyle practice to assistance build their stories and eventually boost faithfulness and sales,” Gussing Burgess says.

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