Sleeping in Haute Couture, From Paris to Dubai

Designers and models from around the world are gathering this week in Tokyo for the highly anticipated Tokyo fashion week. In recent years, there has been an emergence of collections of exclusive hotels inspired by the very exclusive fashion designers at the event.

For many, fashion is more than a lifestyle. For others it is a statement. In either case, brands play an incredibly important role. It seems almost natural, then, for haute couture designers to venture into the world of hotels, bringing with them their creative spirit and vision.

While only a handful of these properties are open, many more projects are in the pipeline. And with the help of some world-class operators, designers have big plans for their new ventures.

One point which clearly stands out: “Fashion hotel brands” aim to reach discerning travelers around the world who are looking for a truly unique and exclusive experience.

Selection of some of the 'Fashion Hotel Brands'

The Bulgari Hotels & Resorts in the Mayfair area of London will be the latest venue to open this year. Whilst Bulgari is looking at conveying its timeless glamour and heritage as an Italian jeweler, the company also wants to create a unique experience that includes the use of rare materials and customized details. Bulgari Hotels already successfully opened two hotels in Bali and Milan.

Another company, the Rezidor Hotel Group, has two fashion-oriented Missoni hotels in operation—one in Edinburgh and one in Kuwait. Hotel Missoni successfully transcends its brand from fashion into its lifestyle properties, which are beautifully stylish, intimate and contemporary with an eclectic design. 

Palazzo Versace has one property open on the Australian Gold Coast, and another is under development in Dubai. According to Gian Giacomo Ferraris, CEO of Versace, “Palazzo Versace Dubai will reflect the Versace DNA made up of glamour, uniqueness and refined Italian craftsmanship.” The property faces a tough standard set by the Armani Hotel in the famous Burj Khalifa, which opened in late 2010. The Dubai Armani Hotel is the second of the designer’s hotels, following the Armani Hotel in Milan.

Other designers have started venturing into the hotel sector without directly attributing the hotel to their brand, such as Lungarno Collection Hotels, inspired by fashion designer Salvatore Ferragamo. “Timeless style is the watchword of the Ferragamo taste,” CEO Valeriano Antonioli explains. “The Lungarno Collection tells the story and the culture of hospitality by Salvatore Ferragamo as he chose Florence when returning from the U.S., opening his doors to many Hollywood celebrities.”

Source: STR Global

As ‘fashion hotel brands’ reach out, one clear message is that they are aiming for truly the top-end of the luxury segment. Looking at some of the key destinations in which they have already entered, hotel performance in the luxury and upper-upscale segment not only is ahead of the market in terms of revenue per available room, but growth is well ahead of the market, with the exception of London (in Euro terms). This is certainly good news, and I believe that ‘Fashion Hotel Brands’ have a place and a market for guests looking for a unique experience.

I also believe that the success of the fashion brands will most likely remain whilst delivering the level these truly inspiring creators are standing for: exclusive perfection.

David can be contacted on dgrossniklaus@strglobal.com.  

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