Hotel Missoni

L’industrie hôtelière et la mode ont déjà noué par le passé des relations privilégiées.

In 2009, a partnership between the Rezidor Group and Italian Fashion House Missoni produced the Missoni Hotel in Glasgow. The hotel met much success to the point where they opened a second property in Kuwait last 1 March. The secret of this concept is the creation of a new product with a target demographic that is not limited to sex and age, but also includes fashion. We usually purchase, wear, and look at fashion; Missoni is now giving its clientele the possibility of living in it. All 169 rooms are decorated according to the Fashion House’s color code and brand making the hotel immediately recognizable as a Missoni product. “As soon as you walk through the doors, you'll know it's Missoni," said Kurt Ritter, President and CEO of Rezidor. Furthermore, Rosita Missoni blends her brand’s signature use of colour with the local culture, giving the hotel an individual feel. This doesn’t subtract from Rezidor’s services that are, though less visible, just as equally felt, or rather, sensed. General Director Pascal Gadet leads a multinational staff (from 17 countries) in the art of Hospitality which mirrors the expertise of the House of Missoni in the art of taste: a perfect marriage that creates a product where every detail is chiseled, especially the location. The hotel is part of an exclusive shopping center allowing the guest to continue the fashion experience even outside the property. This is an exemplary case study of where style goes beyond decoration and becomes a product in the hospitality industry.