The Italian creator sought to display—in both hotels—the minimalist style and timeless elegance that characterize his garments, playing with concepts such as functionality, aesthetics, and comfort.
When you walk into the Armani Hotel in Milan you’ll find art-deco inspired interiors working in harmony with the modern structure. Conceived as an exclusive European refuge, the ambiance is serene with Armani’s famous gold and silver hues alongside muted grays and beiges.
Another sign of confidence and determination is the designer’s decision to open his first hotel in Dubai in the world’s tallest building.
The idea is to synchronize the different brands of the Armani Group to strengthen the parent brand and make it last in the minds and memories of his followers. Thus, at the Armani hotel, guests and visitors can have a global brand experience in its different facets and assimilate it as a way of life.
Those who are acquainted with the Armani fashion emporium know that the brand is not limited to the creation of clothing. They also produce exquisite perfumes and cosmetics, as well as accessories like sunglasses and watches. Clients can also decorate their home with Armani Casa furniture, serve on your table sweets from Armani Dolci and even adorn the room it with flowers from Armani Fiori.
However, this mega fashion designer is just one of several who are following the hospitality trend: Missoni, Bulgari, and Diane Von Furstenberg, among others, are working the interior design at different luxury hotels as an aggressive way to expand their brands beyond the inherently ephemeral nature of fashion.
Skillful in this expansion strategy and aware of the complexity of the hotel business, Armani decided to partner with the Dubai-based real estate group, “Emaar Properties“—responsible for building and managing the Armani Hotels & Resorts—and with whom he plans to open at least eight other resorts in the world.
While this expansion was initially criticized by some who thought his decision to venture into the hotel business could have the opposite effect, contributing rather weaken and dissolve the brand, the Armani hotels have thrived since opening (in Dubai in 2010 and in 2011 in Milan), playing with the principle of exclusivity and gaining strength in this competitive business without ever losing control.
Armani`s determination was strong from the beginning; he decided to open its first hotel in Dubai in the tallest building in the world: the Burj Khalifa. ■