While Prada and Trussardi are investing on Contemporary Art outside the fashion business with the Prada Foundation and Trussardi Foundation. Other fashion houses are concentrating their efforts and investments in the hotel business, creating unique haute hospitality experiences in the centre of Milan.
The latest on the list of hotels for fashion victims is that of Armani, that opened its doors last year in via Manzoni. It is the second in Armani’s hotel ventures, the first being in the UAE. The Armani hotel is just a stones throw from that of the jeweler, Bulgari who opened the luxury Antonio Citterio designed Bulgari Hotel and Resort with a four thousand square meter urban garden in the centre of Milan between via della Spiga and via Montenopeone. The Bulgari group also has hotels in Bali and London and another soon to open in Shanghai.
For a less minimalist, but a rather unique hotel experience, try Maison Moschino, design by the late Milan based designer and stylist with decidedly more eccentric interiors.
We are still waiting to see if other designers like Missoni (with a brand hotel in Edinburgh and others to open soon in Muscat and Kuwait), Salvatore Ferragamo’s Lungarno Collection (with Rome and Florence based hotels), Krizia’s K Club in Barbuda and Cattolica’s Carducci 76 signature hotel by Alberta Ferretti or Versace’s Dubai debut Palazzo Versace have plans to extend their fashion-hotel empire to Milan.