HAUTE COUTURE IN THE HOTEL MANAGEMENT

Galina Kondova

If you like the clothes, the shoes and the perfumes, will you feel comfortably in their rooms? This isn’t some witty mystery, which answer we are striving to find, but it is a real situation. Because the more and more of our favorite fashion designers started to give their names at super luxurious boutique hotels with one main aim – to attract the attention of the most enthusiastic fashion maniacs and, of course, to attract their wallets.

So, we ask you again: if you like the clothes, the shoes and the perfumes, will you feel comfortably in their rooms? Use your own judgment!

One of the pioneers in this sphere is Donatella Versace – she is among the first designers that suspend a board with her name at super chic hotel. “Palazzo Versace” opens doors in 2000 in Australia. Everything in it seems just like it is expected to be: impressive drawings, colors, columns and gold everywhere. Donatella Versace personally had appreciated every one detail from the interior – from the underwear to the towel rails. In the hotel complex there is also water lagoon, SPA center, port and boutique. The prices start from $520 per room.

The fashion brand “Salvatore Ferragamo” also possesses a hotel – in Florence, Italy. The spokeswoman of the company Vanessa Giovanelli affirms that the family had acquired its first hotel in 1995, “to diversify its business”. The brand “Ferragamo” is noticed only thanks to the catalogues in the lobby bar and to some products in the boutique. The prices start from $280 per room.

The hotel of “Bulgari” is situated in the best shopping quarter of Milan. It is a work of the joint efforts of the fashion brand and of one of the leaders in this business – “Ritz-Carlton”. The beautiful complex includes botanical garden, and in some of the rooms there is even a specially modified nook for meditation. The style and the class of “Bulgari” appear in the greatest detail. The cheapest room costs $728.

The fashion legend Giorgio Armani is other great name, penetrated in the deep waters of the hotel management business. He is a proof of the affirmation that sometimes the moon is really made of green cheese. In collaboration with “Emaar Properties” – the biggest investment company in the Middle East, The Milan designer furnishes four resorts and ten hotels, as in this project are invested more than $1 milliard. The hotel of “Armani” will occupy the first 39 floors of the new-constructed building “Burj Dubai” that is expected to be finished in April 2009.

“Barbuda's K Club” is a hotel complex, a possession of the Italian designer Maryucha Mandelli (“Krizia”). She is the first among the fashion creators that directs to the hotel business. The resort is opened in 1990 and immediately transforms in rave place that attracts many celebrities. Among the most often guests are Giorgio Armani and Princess Diana. At area of over 200 acres is situated the complex with the transformed in its symbol white columns. The all inclusive services start from $1 200.

From marketing point of view for the designers the investment in a hotel is a profit-making beginning, because the whole space is an advertising of the own brand. This is one more channel for communication with the consumers, and to be more precise – with the right consumers. Because only this one those wardrobe is full with design toilets can appreciate really what is to sleep in bed “Versace” for example.

Source: forbes.com

Photos:
1. – 3. “Palazzo Versace”.
4. – 6. Hotel “Ferragamo Lungarno”.
7. – 9. Hotel “Bulgari”.
10 – 12. Hotel “Armani” and the building where it will be situated.
13. – 15. Hotel “Barbuda's K Club”
Photo: picnic.ciao.com, www.verygc.com, www.smh.com.au, www.florence-apartments-lungarno.com, www.slh.com, static.wallpaper.com, images.travelnow.com

Read: 8345 times                                                  © Fashion Lifestyle Magazine, issue 14, September 2008

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