Fashion Hotels are the new trend in the Hospitality sector. These hotels are based on the creativity of the Italian fashion companies and represent an innovation that is spreading rapidly and extending throughout the world. Many hotels groups have decided to join up fashion brands; the Armani Group and Emaar Properties have just opened a hotel in Dubai and the Bulgari Group has created a joint venture with the Marriott International Inc. On the wake of this trend, the Rezidor Hotel Group in collaboration with the Italian luxury fashion brand Missoni has developed a “Hotel Missoni” in Edinburgh.

“With its smooth modern design and vibrant colours, Hotel Missoni brings the Italian luxury brand’s aesthetic to the paved streets of Old Edinburgh” says Mr Alberto Jelmini, one of the owners of T&J Vestor, the Missoni Home collection editor, interviewed by a CSIL researcher during the home fashion show “Maison & Objet” held in Paris last January.

Starting point Edinburgh

Mr Jelmini believes that Hotel Missoni in Edinburgh is a totally new concept of hotel: “As soon as you walk through the doors you know it is Missoni. Missoni’s signature gives a great fashionable power to the hotel both to the public spaces and to the private areas of the bedrooms and bathrooms. The overall colour scheme is optical black and white but it is punctuated with brilliant flashes of colour, typical of Missoni style. Missoni’s fabrics become a habitable space. Each room has been furnished with a perfect coordination between design and fashion, following Rosita Missoni advice, creating an unmistakeable lifestyle based on Misson Home collection. Moreover, each Hotel Missoni is reflective of its location; as a tribute to the Scottish heritage, the hotel included pieces by Charles Rennie Mackintosh, including his famous Ladderback Chair”.

“It is worth mentioning that luxury to Missoni does not mean tinsel or superfluous, it stands for quality. Luxury is not a matter of money; it is linked to feelings and emotional impact” continues Mr Jelmini “inside a Missoni hotel there are products belonging to every price range, but every product is selected and chosen in order to form the luxurious quality of Missoni’s vision. Spaces, furniture, curtains and surfaces reproduce a range of unique, original colours, creating a visual and chromatic balance; nothing is left to chance, as a well tailoring project. Luxurious locations are not always serious and impressive; they could be also warm and funny coloured.”

It is important to notice that these projects are more and more requested; indeed, at the end of last year, another Hotel Missoni was opened in Kuwait City, 106 rooms and 63 suites and an outdoor pool with the familiar Missoni stripes, and they won’t to stop and prepare to expand the network in the near future. In fact, new hotels are expected in Cape Town and Oman (opening scheduled for 2011), as well as in Brazil (2012).

Last minute

Rezidor, one of the fastest growing hotel companies worldwide, announces Hotel Missoni Belek, Antalya. The 138 rooms-property on the famous Turkish Riviera will welcome the first guests in 2013, featuring residential villas, a country club, a sport club, and boutique retail shops.