The fashion world is taking a huge step into the hotel world. Tommy Hilfiger recently announced his new hotel in Miami. Fendi just opened their property in Rome. Versace is opening up a Villa. Bulgari is expanding. LVMH is consistently redefining what a luxury hotel is all about.
One of the ways this growth is becoming more noticeable is the prominence of them in fashion magazines such as Vogue, Harper’s Bazaar and Elle. These publications always have articles specifically about luxury boutique hotels, which you have seen here in the issues of BLLA’s BOUTIQUE WEEKLY.
How does fashion influence boutique hotel design? Why do renowned fashion designers feel a need or desire to take their personal brand to a hotel?
As a fashion designer uses scissors to sculpt fashion garments, when he enters the hotel world, the scissors become the tool that represent the finite detail of the architecture, the design elements and the customer facing services that emotionalize the guest experience.
Fashion design hotels are worldwide in great demand. Salvatore Ferragamo’s family was the first to start the phenomena in 1995 but now the concept is spreading rapidly. After opening properties in Dubai and Milano, Armani Hotels is further extending its presence in Europe. Check out several of these incredible properties below.
Donatella Versace: The Palazzo Versace, Australia’s Gold Coast
Palazzo Versace Dubai is aiming to become one of the most luxurious hotels in the Middle East. Interiors and furniture designed by Donatella Versace with textiles, walls covered in Versace wallpaper are just some of the features this property will feature. He is additionally opening properties in Australia’s Gold Coast and Macau.
Karl Lagerfeld: Karl-Lagerfeld-Hotel in Macau
Karl Lagerfeld plans to create an entire hotel with 220 rooms, spa and fine-dining restaurants in the Chinese Gambling metro of Macau.
Diane von Furstenberg: Claridge’s, London
This elegant Grand Piano Suite is in London’s Claridge’s Hotel is a favorite of Diane von Furstenberg and was in fact designed by herself. The designer selected the furniture, wallpaper and rugs to suit her renowned design style.
BVLGARI: Bulgari Hotel, Shanghai
In Shanghai, a new Bulgari Hotel is due to open in 2015, occupying the top 12 floors of a 40-story skyscraper in the city’s historic Zhabei District. Bulgari also has properties in London, Milan, and Bali.
Ralph Lauren: Round Hill Resort, Jamaica
Ralph Lauren designed all of the rooms at this quintessential Jamaican getaway resort. The 36 oceanfront guestrooms and 27 private, luxury villas at Round Hill, Jamaica have been visited and enjoyed by the likes of Rodgers and Hammerstein, and Jacqueline and JFK on their honeymoon.
Giorgio Armani: The Armani Hotel, Dubai
This high-end hotel, set in an ornate, high-rise glass tower, lies a 10-minute walk from the Dubai Mall. This hotel was meant to extend “the same kind of welcome to guests as [Giorgio Armani] would privately extend to family and friends.” Armani also has a luxury property in Milan.
Boutique hotels should look at this opportunity for diversification (via licensing or joint ventures) as a potential tool for extending brand awareness and reaching a new audience. The strong brand value that partnering with a designer could bring has far reaching implications that will make this trend continue to pick up steam worldwide.