Brands’ renewed sense of hospitality and brick and mortar

Never before have luxury brands been investing in brick and mortar, changing their paradigm approach to real estate and hospitality. In this article, we tell you about their most extraordinary and most exclusive investments, several of which are in Miami


Are designer labels entering the real estate sector? Does fashion codify a new paradigm in hospitality? Are luxury design flats (and more) tailor-made for the wildest fantasies of its high-spending clients? All true, now more than ever. Here is a gallery of their most excellent and exclusive brick investments. A brick that looks like a gold bar and becomes part of a fashion lifestyle project.

A brick that looks like a gold bar

Tonino Lamborghini

Tonino Lamborghini is an emblematic case of a functional crossover to the idea of offering its community the possibility of experiencing the brand at 360°. CEO Ferruccio Lamborghini told Gentlemen: “In addition to the four 5-star hotels already active in China and the real estate projects announced last year, a residence building in Balneario Camboriu and a building apartment in Sao Paulo, Brazil, a boutique hotel in Phuket, Thailand, and a residence building in Cairo, Egypt, next spring the two Tonino Lamborghini towers in Chengdu will be inaugurated, which include a 5-star hotel, luxury flats, a shopping centre, and a theatre”. Not forgetting ‘branded coffee and the Home line’. A real estate pack that is worth 25% of his turnover.


They are called Fendi Chateau Residences. The Italian fashion house has built them in collaboration with Chateau Group. We are talking about a 12-storey condominium on the Miami waterfront composed of “58 exclusive residences, each designed with Fendi’s distinctive style”. This means that every detail is branded by the LVMH-owned brand: kitchens, bathrooms, furnishings, and every accessory. Missoni Missoni collaborated with the OKO real estate group to develop Missoni Baia, a luxury condominium on the Miami waterfront with 249 residences, each designed according to Missoni’s stylistic canons.

Versace Versace moves to Dubai with a luxury condominium consisting of 169 exclusive flats. The Versace Residences have “Italian marble floors, customised Versace furnishings with exclusive materials and accessories”. In the hospitality sector, the brand opened Palazzo Versace in Australia, on the Gold Coast: three award-winning restaurants, a spa, a fitness centre, a Versace boutique, meeting and wedding spaces for up to 500 guests, the ‘Rolls Royce Experience’ and a private marina.

Ralph Lauren

We are in Jamaica. The Round Hill Hotel & Villas by Ralph Lauren are situated in the middle of a 110-acre private enclave. All rooms are decorated with the brand’s Home Collection. The list of amenities is extensive and, of course, highly exclusive, built to create a one-of-a-kind experience, not only because of the location.


Dior showcases its elegance and heritage inside a suite at the Regis Hotel in New York. Small details, such as a digital library accessible via Kindle, take the luxury hospitality experience beyond the usual idea of a designer space in its entirety, as if, even if only for one night, one is “dwelling in the DNA of Dior.

In collaboration with Orietta Pellizzari (Cross-cultural fashion business advisor)

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