The designer specialized in fashion and perfumes is joining the upscale hospitality sector, in collaboration with French architect Jean-Paul Cassia.
The hospitality sector tends to attract a growing number of celebrities from very different markets. Also from fashion, Karl Lagerfeld launched its own hospitality brand in October 2016 with a first address expected to open in 2018 in Macao, under the Karl Lagerfeld Hotels & Resorts brand. Armani wanted to diversify its activity as well through the Armani Hotels brand (with two units: in Dubai and Milan). From film, Leonardo DiCaprio announced the desire to develop an eco-resort on his island Blackadore Caye in Belize and Brad Pitt is about to develop an upscale complex in Zablace, in Croatia. Finally, the launch of the CR7 brand of Cristiano Ronaldo also made an important impact.
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