Bvlgari Expands Its Ultra-Luxury Hospitality Footprint Worldwide


We review the brand's openings in the next few years


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Bvlgari Expands Its Ultra-Luxury Hospitality Footprint Worldwide
Hotels May 4th, 2018

“Our dream is… that a Japanese person who gets married in a Bvlgari Hotel, buys the spouse’s gift in a Bulgari shop, and spends the honeymoon in a Bvlgari resort,” goes the famous quote from Francesco Trapani, the former CEO of Bulgari Group, in 2001. Almost 20 years later, that ambition is now a reality.

If matching Bvlgari rings aren’t dreamy enough, well-heeled Japanese couples can now book a sexy honeymoon in their megalopolis’ very own Bvlgari. 

Come 2022, Bvlgari will launch its Japanese flagship hotel near the city’s bustling Tokyo Station. It’s the ninth property in Bvlgari’s expanding portfolio of ultra-premium hotels in cities like London, Bali, Beijing, and Dubai. Shanghai will welcome guests in June, while Moscow and Paris will open in a couple of years. 

From what we can see, any stay in Bvlgari Tokyo promises a complimentary, and very compelling, view of Tokyo city. The 98-room hotel will be the crowning glory occupying the top seven floors of a modern, 45-storey skyscraper. Much like Sukhothai Shanghai’s highly accessible location, the Bvlgari Tokyo will be strolling distance from the Imperial Palace and the glitzy shopping district of Ginza.  

Tokyo city will get its first Bvlgari Hotel in 2022 in central Tokyo, near the Ginza shopping district.  All photos courtesy of  Bvlgari Hotels and Resorts 

China will boast not one, but two, Bvlgari outposts. After its Beijing opening in late 2017, its Shanghai property will open to much fanfare in June 2018.

Marking its territory on the banks of Suzhou Creek, Bvlgari Hotel and Residences soars above The Bund in a contemporary 48-storey tower. Hotel guests will have a choice of 82 exquisitely crafted rooms on the top eight floors, while residents call the lower floor units home. 

What makes the Shanghai hotel unique is its stately annex, a majestically restored Chamber of Commerce Shanghai. Built in 1916, the Western neoclassical architectural beauty houses the glamorous Bvlgari Ballroom, a haute-cuisine Chinese restaurant and a whisky bar. 

Bvlgari Shanghai integrates modernity and history, comprising a 48-floor tower and the restored Chamber of Commerce Shanghai building dating from 1916.

Bvlgari won’t be the first high fashion powerhouse to successfully carve a niche in the luxury hospitality. Giorgio Armani, Fendi and Salvatore Ferragamo are manifesting their aesthetics into palazzo hotels that befit their haute couture. Italian jewellery specialist Bvlgari joined the hospitality conversation in 2004 with its first urban resort in Milan, but it’s moving fast in its ambition.

“When you check out, that money is gone, so the memory you have from your stay there has to be as memorable as the B-Zero1.”

Bvlgari CEO Jean Christophe Babin on creating memories as precious as its iconic ring for hotel guests

Bvlgari Dubai is an oasis of luxury on its own island with private residences, villas, and a yacht marina.

The hotel ventures make perfect, diamond-crusted sense. Diversifying into hotels expands the brands’ glitzy sphere of influence while creating valuable, brick-and-mortar customer touchpoints. Customers are sold by spectacular opulence, even as the properties win new fans.

Bvlgari’s upcoming Tokyo hotel is tapping on the brand’s 30-year presence in its “strategic market” Japan, says Bvlgari CEO Jean Christophe Babin, who took over the helm two years after Bvlgari was acquired by luxury goods conglomerate Moët Hennessy Louis Vuitton (LVMH) in 2011.

The purveyor of fine jewelry and timepieces has over 130 stores and boutiques across Japan. You could buy a Bvlgari gem the moment you touch down at Narita airport, or while shopping at a high-end departmental store in Hokkaido.

LVMH announced record sales of 42.6 billion Euros in 2017, up 13% over the previous year. The report released in January highlighted Bulgari’s watches and jewelry “excellent performance”, citing particularly strong growth in Asia, United States and Europe.

While Bvlgari’s Tokyo outpost is still in development, you can get a sense of what’s to come by looking at the rest of Bvlgari’s hotels, all tastefully designed by Italian architectural firm Antonio Citterio Patricia Viel. They share a seamless blend of contemporary European design with a touch of local detailing.

The Dubai resort is characterised by white-lacquered lattice awnings reminiscent of corals and a nod to traditional Middle Eastern fretwork screens. 

For instance, Dubai’s property possesses a striking facade inspired by its surroundings. The resort, on a seahorse-shaped island, is layered with white-lacquered lattice awnings reminiscent of corals and a nod to traditional Middle Eastern fretwork screens.  

No Bvlgari hotel is complete without its iconic features – contemporary bar Il Bar, Italian fine-dining restaurant Il Ristorante, and the Bvlgari Spa equipped to rejuvenate the senses with its therapy offerings, 25-metre indoor pool and a state-of-the-art fitness centre.

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Bvlgari spa in Dubai comes with an indoor pool and a traditional hammam, decorated with real gold mosaic tiles, green onyx, and marble. 

 

Whatever shape or size the Bvlgari hotel takes, the prestige hotelier’s aim is to let customers go away with a memory as precious as its iconic B-Zero1 ring. Staff would need to dole out gold standard service synonymous with Japan’s immaculate hospitality.

“There is nothing more demanding than pleasing a customer in the hospitality field. With Bulgari, he or she can spend $3,000 on a single night, which is the cost of a B-Zero1 ring,” said CEO Babin, in an interview with Elite Traveler.

“So in one case you have a night for $3,000, or in the other case, you have something that will last a lifetime. When you check out, that money is gone, so the memory you have from your stay there has to be as memorable as the B-Zero1.”

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