Is Fashion-themed Hotel a Trend?



Fashion-branded hotels are the ultimate indulgence for brand conscious people who have no qualms to embrace their designers’ vision-not just by wearing their clothes but to live, breathe and dream in their creations. Australia’s Palazzo Versace Queensland was the world’s first fashion-branded hotel, which opened in 2000. Opulent, glamorous and over the top, it is true to the brand and a testimony that fashion can dabble into the hospitality world.

STORY BY Anita Othman

Since then, many have popped up in the major cities of the world with Armani hotels in Milan and Dubai, Bulgari in Milan, Tokyo, Bali and London, Louis Vuitton Cheval Blanc Randheli in the Maldives and Missoni in Edinburgh. Now in its ninth year of construction, Donatella Versace’s Palazzo Dubai is one of the most anticipated hotel openings of 2014 promising its fans a complete Versace Lifestyle. Boasting 169 condominium units and 214 hotel rooms, the designer promises a complete Versace experience that “expresses the exuberance of the Versace soul.” Ferragamo is also no stranger to the hotel industry having opened six hotels in succession since 1995 in Florence and one in Rome but under a different name - Lugarno Hotels. Their latest hotel is the Continentale in Florence. Despite this subtle approach, people still refer to them as the, “Ferragamo Hotels.” Other hotels have joined the bandwagon albeit on a smaller scale, with Karl Lagerfeld, Christian Dior and Diane von Furstenberg creating designer suites for large hotels.

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