A New Kind of Brilliance: When Jewellers Become Hoteliers

Was it the ambitious opening of Bvlgari’s first luxury hotel in Milan in 2004 that inspired other luxury brands to follow suit? Giorgio Armani was the first fashion creative to turn hotelier, bringing his signature style, aesthetic and fashion’s stardust glamour to the world of hospitality. Collaborating with Emaar Properties in Dubai, they opened Armani Hotel in the Burj Khalifa in 2010, followed by a second in Milan’s Via Manzoni.

Most recently, LVMH, with its ownership of Belmond and the Cheval Blanc Group, has also opened hotels. However, Bvlgari, which now has nine properties and three more close to being opened, has set the benchmark, illustrating how the world of jewellery and hospitality can be entwined. Bvlgari could foresee the future potential of experiential luxury while making a strong image statement for the brand.