Don’t Call Milan’s Newest Luxury Hotel a Ferragamo Brand Extension

Garrett Gardner

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The standard knowledge is that it really is an uncomplicated win for manner brands to build explicit manufacturer extensions with luxurious motels. But that’s completely wrong, according to the Ferragamo family’s resort group. The debate is interesting.

The Portrait Milano debuts December 1 in the coronary heart of Milan’s trend district. The location can make feeling, provided that the 73-space residence belongs to the Lungarno Collection — a team of Italian boutique resorts established by the family of Italian loafer king, Salvatore Ferragamo.

“The true city middle is the style district the place we are now — 1 of the most highly-priced real estate parts in Europe,” stated Lungarno’s CEO Valeriano Antonioli. Just 1 other luxurious lodge, Four Seasons Milan, is in this district, and Antonioli aims to capitalize on that exclusivity.

Nonetheless even with the group’s heritage, it does not simply call Portrait Milano a Ferragamo manufacturer extension.

“We think it is pretty hard to use a hotel to be the immediate extension of a vogue brand name,” reported Antonioli. “Fashion is very unstable. If you want to be really into trend, you have to transform your footwear or your outfits every six months, but in the lodge earth, you have to continue to keep the curtains for 20 yrs.”

A rendering of the reception spot for Portrait Milano, a boutique hotel opening in Milan on December 1. Source: Lungarno Assortment.

While other luxury models, this sort of as Bulgari and Armani, use their brand names entrance-and-middle in their resorts, the Ferragamo relatives has taken a different tack. Very first, it went with Lungarno, the identify of its initially house in Florence. The name interprets to “going alongside the river Arno.”

Future, with its Portrait brand of lodges, the group is actively playing the extended sport — capitalizing on the shoemaker’s renown and interpreting its fashion without the need of pushing it.

“So far, no one particular in fashion has succeeded [as a direct brand extension] in the lodge world,” Antonioli said.

That statement will arrive as news to Bulgari, which intends — by way of a Marriott partnership — to double its footprint of luxury lodges to a dozen by 2026 and which explicitly ties in its eponymous jewelry brand by means of structure details. Giorgio Armani reported this calendar year it designs to broaden its accommodations to Saudi Arabia. This 12 months Elle Magazine declared its very first accommodations.

Still Salvatore Ferragamo’s position of view is an exciting one particular to check out on for size, and it echoes what LVMH has performed with the Cheval Blanc model of accommodations motivated by the renowned winemaker. Lungarno thinks Ferragamo’s imprint need to be delicate. The strategy of the Portrait brand, for occasion, is to produce “ultra-tailor-made hospitality.”

The organization has translated “tailoring” into extremely personalised services fairly than a great deal of product placement. Ferragamo’s time in Florence — when the shoe designer would host celebrities although he made their footwear — inspired the notion.

“Our entrance-of-home group asks why you came to Milano,” Antonioli said. “We’ll obtain out if you are intrigued in artwork, architecture, manner, or style, and we’ll support you style your family vacation in this personalized way.”

The substantial piazza at the new Portrait Milano. Source: © Lungarno Selection.

A different probable unique benefit for the lodge is its enough celebration space in Milan, a city that adores observing and remaining witnessed. Portrait Milano is inside of a previous seminary relationship from 1564 that its most current owner has lavishly restored. The home includes a piazza, which could attract the neighborhood’s style established for occasions and parties.

“We always hoped it would turn into the ‘piazza of the fashion district,’” said Antonioli. “We’ve currently hosted a trend display and a screen for the furniture good, so we are on our way.”

Even though the Lungarno Assortment now has three motels below the Portrait collection — Milan, Florence, and Rome — Antonioli has a comfortable spot for this newest launch.

“For me, it is a personal little one because we’ve been doing work on this undertaking considering that 2013,” he explained.

Closing down the development website all through the pandemic was a massive undertaking — from a lawful and economical standpoint for the business — as was starting it again up all over again just one yr afterwards.

So, what is up coming? Antonioli is scouting spots for the next Portrait.

“The limits of Portrait are that the site has to be in walking length to access lots of attractions of a town,” Antonioli claimed. “The centre of the metropolis is what tends to make it a Portrait.”

Antonioli explained he’s open to seeking at other big European capitals.

Yet he desires the model to retain a relationship to its vogue and Italian roots.

“The DNA is Italian — to develop up with a perception of magnificence is innate, and you get a sense of enjoying existence in this article,” explained Antonioli.

Just really don’t get in touch with Portrait a brand name extension.

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