Interior design, and real estate: the new ventures for designer fashion brands
Fashion and lifestyle are merging with interior design, real estate, and hospitality.
Designer houses set up mansions and hotels representing everything life is according to their visions.
One example of this was an unforgettable installation curated by interior designer Sasha Bikoff at the Versace palazzo in Milan during Design week last year. At this installation Versace furnishing was shown which was later taken to Miami during Art Basel the end of last year. Classical, neoclassical, and pop-contemporary references were all present at this exhibition.
Then there is Armani. The luxury brand extended its line into hotels in Milan and in Dubai. Residences by Armani/Casa in Miami is the latest project of the design house. The 308 apartment unit luxury building has pre-sold in January, before its completion. These spaces all represent the masculine elegance, simplicity and comfort that embody the designer’s signature style and aesthetic, while also showcase furnitures that are also available for purchase.
The merger of fashion with other concepts makes sense. All of these formats combine the brands’ great range of offerings that include art inspired styles across a wide expanse of time.
Consumers shift spending toward trips, and entertainment and interest in simple shops is down. The brands focusing on real estate and hospitality have something else too that people will enjoy. They can build an entire “mood” around their clients, with great amenities, a specific energy, and stimulating experiences. All this with the mention of their name. As of course, many times the brand doesn’t do the actual purchase of a hotel, or building. They partner up, or license their names and let another business figure out the rest while they stay in control with a strict design code.
This was the case with the Armani/Casa building. It is a joint venture between Dezer Development, the Related Group and the Armani Group designed by César Pelli, an internationally known architect.
At the end business is business, and design is design, no matter the medium.
Photo of the header by Tiffany Harrison.