It is called Lumente, and it is the platform of luxury homes managed like classic hotels and signed by some of the brands of the fashion system, from Fendi to Karl Lagerfeld. It is not the first time this has happened, but today, it is proof that, along with the increasing centrality of experience, fashion brands have also developed a certain flair for the new frontiers of living
by Domenico Casoria
In recent years – along with the increasing centrality of experience – fashion brands have also developed a certain flair for the new frontiers of living. We are clearly not talking about a concrete possibility for everyone. Much more of an in(accessible) luxury through which fashion can pursue its narrative. The latest to sign a partnership in the residential world were Kerten Hospitality, a company that manages real estate properties, and The One Atelier, a leading company in the world of luxury design. The fruit of this collaboration is called Lumente, a platform of luxury homes managed like classic hotels and signed by some of the brands of the fashion system, from Fendi to Karl Lagerfeld. But this is not the first time this has happened.
The new frontier of fashion
The objective of Lumente, in a nutshell, is to revolutionise the concept of hospitality by targeting international brands. Inspired by the Latin word ‘lumente’, which takes up the concept of illuminating, the platform aims to give life to a new idea of hospitality: personalised, immersive, safe and in tune with the cultural changes and desires of modern travellers. It offers a complete service, from design to realisation, for realities that want to express their identity through distinctive real estate projects. It’s not just about signing a building but about embodying the essence of the brand through memorable experiences.
“We are not just creating hotels or residences: we are shaping the soul of the world’s most influential brands,” Marloes Knippenberg, CEO of Kerten Hospitality, emphasises to Il Sole 24 Ore newspaper. “We are the point of convergence between investors, brands and developers to orchestrate each project with coherence and vision.
Not the first time
A new way of telling stories, therefore, that still passes through the recognisable codes of a brand. Of course, expertise is not lacking. The One Atelier, for example, has already carried out projects of this kind, such as the Büyükyali residences furnished by Fendi in Istanbul or the Szervita residences built with Bentley furnishings in Budapest. The concept of a new kind of living, however, has been at the centre of the brands’ projects for a few years now.
In 2019, Giorgio Armani entered the real estate business with Residences by Armani/Casa in the Sunny Isles Beach area of Miami. 56 condominiums and 308 residences, all furnished in Armani style, from the furniture to the windows to the fixtures. Two years ago, in 2023, it was the turn of Missoni, with its Missoni Baia also built in Miami in collaboration with Oko Group. A 57-storey tower located on the waterfront in the Edgewater district and characterised by the brand’s zig-zag motif.
A variety of colours decorate the pool umbrellas. 249 residences and premium materials. And then the most striking example of a now symbiotic relationship. That of Bulgari. It has announced its entry into luxury residences with the Bulgari Lighthouse in Dubai, a residential tower located in Jumeirah Bay, set to be ready by 2027. The work, designed by Antonio Citterio and Patricia Viel, is inspired by the organic forms and curves of coral, which are echoed in the façade. The 27-storey tower will have a total of 31 residences, including a three-level Sky Villa with nine bedrooms and a 13,000-square-foot terrace. Each residence will have its own private elevator, and the entire building will feature shared facilities, as well as private chefs and dedicated concierges. In short, it’s extra luxury.
Bulgari and Missoni images
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