June 26, 2013
Luxury hotel Palazzo Versace is eyeing affluent fashion enthusiasts in the Middle East, Europe and Asia with plans to open a new property in Dubai that will engulf guests in the world of Versace.
The new location comes after the success of its first location in Queensland, Australia. The Dubai property has launched a digital presence and plans to offer promotional packages, signature experiences and partnerships to attract consumers to the new location.
“Branching out into hotel design in Dubai made sense for Versace as an opportunity to showcase the whole brand, products and lifestyle to a wider audience,” said Raza Jafar, CEO of ENSHAA PSC, Sharjah, United Arab Emirates. “Dubai is the most suitable location for Palazzo Versace as the Emirate continues to position itself as the ultimate luxury destination.
“Dubai is home to some of the most luxurious and iconic projects in the world and with Versace’s global reputation, this addition to the Dubai landscape comes as no surprise,” he said.
“The city has displayed its strength in architectural innovation and has created a bold skyline and lifestyle resulting in its transformation into an international destination that attracts a sophisticated following with an appreciation for fashion and style.”
ENSHAA owns Palazzo Versace, Dubai.
Staying in style
The first Palazzo Versace in Australia was the first fashion-branded hotel concept.
Lobby of Australian property
Dubai was chosen as the location for the second hotel due to its appeal as a luxury travel destination. This property will offer luxury residences as well.
In addition to the location, the hotel itself will promote the luxury experience since it is affiliated with a well-known fashion brand. This is likely to help the hotel gain more recognition among affluent fashion enthusiasts.
“Versace is a unique, multifaceted brand where culture and heritage are married with luxury, innovation and creation,” Mr. Jafar said. “This concept appeals to the travel industry sector, giving the Palazzo Versace an edge ahead of its competitors.
“Palazzo Versace brings every element of the lifestyle and product range into a single destination, resulting in a complete immersion of the Versace lifestyle for the hotels guests and residents,” he said.
In addition to the hotel aspect, the Palazzo Versace, Dubai has a total of 544 luxury apartments.
A majority of these apartments have already been sold through a sales program tailored for European, Middle Eastern and Asian customers.
Traveling in fashion
Other fashion marketers have collaborated with hotels to target affluent fashionistas.
For instance, the Landmark Mandarin Oriental, Hong Kong, collaborated with Jimmy Choo to offer a hotel package and afternoon tea that was inspired by the footwear label’s spring/summer 2013 collection.
The on-property MO Bar hosted the Jimmy Choo afternoon tea April 2-May 5 that included edible miniature high heels. In addition, the hotel offered the Jimmy Choo L900 package April 2-7 that included the tea and a pair of shoes from the footwear brand’s 24:7 collection (see story).
Also, The Langham hotel and Asprey used their British heritage to celebrate the Queen’s Diamond Jubilee with a special high tea with pastries inspired by the jeweler’s collections (see story).
Also, The Dorchester, London, previously hosted a tea party during London Fashion Week at which British fashion label Teatum Jones gave an exclusive preview of its autumn/winter 2012 collection (see story).
Incorporating fashion into a hotel can give guests a unique experience.
For Palazzo Versace, the entire hotel experience is branded with the Versace look.
“Every space in the hotel reflects the essence of the Versace brand, which is steeped in a tradition of design, art and style,” Mr. Jafar said.
“Guests are increasingly searching for a collection of unique and memorable experiences when staying in a luxury hotel and Versace is able to provide this and more,” he said.