Other designers certainly design clothes better than they do hotels, and their clothing style does not necessarily translate well into bedrooms. For example, Lacroix is known for its bright colours and crazy patterns which can look a bit too busy and over the top when translated into hotel design. The fashion house may create stunning clothes but when using these skills on hotel design, it can create an environment that is a little too out-there for guests to relax in.
Many designers find that building hotels is a great way to advertise their business because every element of the hotel will remind the guest of the brand. It is therefore essential that the designer gets the hotel right, otherwise it can be detrimental to the design company, rather than promote it in a positive light.
Some hotels have chosen to advertise their brand in an in-your-face manner, such as the Palazzo Versace on the Gold Coast, where the logo can be seen everywhere, including imprinted on the marble floor. Other designers take a different approach, such as Ferragamo, whose family owns the Lungarno Hotels in Florence. Besides from the Ferragamo catalogues in the lobby and a few items in the boutique, you would be pressed to tell it was a Ferragamo hotel.
With the new Moschino hotel it does not seem as though the brand is imprinted on every surface but it does seem to be a very unique hotel that has a strong Moschino influence. It will be interesting to see how successful it is and whether guests will leave the hotel feeling influenced to buy more of the Moschino clothing.
Carmen Allan
