Dolce&Gabbana will expand into the hospitality sector

Luxury hotels are becoming increasingly attractive to travellers, especially at a time when the definition of luxury is becoming more elusive and diverse. Customers want experiences that go beyond mere products. That's why brands have found the perfect solution to project an entire lifestyle into a single space. From the Maison Martin Margiela hotel in Paris to the Casa Casuarina in South Beach, originally Gianni Versace's personal villa that is now a hotel, and the historic Hotel Armani on Via Manzoni, designer destinations are on the rise. Dolce&Gabbana is the latest luxury fashion brand to seek growth through real estate projects. It is working with real estate developers to build branded flats in Miami and Marbella and a hotel in the Maldives, including JDS Development Group, Sierra Blanca Estates and DarGlobal.

Following the pandemic, Roberto Cavalli and Diesel had already announced similar projects, while other brands already active in the hospitality sector, such as Bulgari, Armani and Fila, are expanding their networks. Roberto Cavalli has signed a partnership with Damac Properties, a Dubai-based real estate development company, to handle the interiors of the first Aykon Hotel, a 220-room property set to open in 2023 at Dubai Marina overlooking the Palm Jumeirah. Red Circle, on the other hand, the private investment company of Renzo Rosso, confirms its interest in the hotel industry. Indeed, the co-founder of the Diesel brand bought the Hotel Ancora in Cortina d'Ampezzo two years ago for almost 20 million euros. The renovation of the old and characteristic building from 1826 will cost more than the value of the business. Meanwhile, the architect who will oversee the work has been appointed: Vicky Charles, already known for several Soho House projects around the world. On the other hand, Louis Vuitton will land on Costa Smralda with the LVMH Hospitality Excellence brand, which will manage two of the most prestigious and exclusive hotels in the area: the Romazzino and the Pitrizza. As large companies are always looking for new and surprising ways to reinvent themselves and appeal to a new generation of consumers, there is no better way to do this while expanding the reach of their empire than to open a hotel.