Armani Hotels & Resorts
Brand Positioning and Real Estate Marketing
Following the 2005 agreement between Dubai property mogul Mohamed Ali Rashed Alabbar and Georgio Armani SpA to develop an international collection of Armani Hotels & Resorts – CEO Peter Venison and CMO Bruce Hutchison appointed Luxury Branding to translate the iconic fashion brand into the three-dimensional world of real estate, hospitality and hotel design, underpinned by a unique Armani brand of service.
Interpreting Brand Armani into its hospitality variant was an entirely new category of business. A disparate brand with a diffusion of sub-brands having come into existence from Emporio, to Jeans, Casa and Privé, meant no definition of ‘Armani-ness’ had ever been formalised, rather, Giorgio Armani the man himself performed as the living embodiment and guardian of his own brand. We therefore used Mr Armani as our muse and established the brand platform “Stay with Armani” for the hotel and “Live with Armani” for the residential real estate.
The launch of the first hotel in Dubai’s Burj Khalifa, the world’s tallest residential and commercial building, took place in March 2010, however, there was still a clearly-defined requirement to sell the Armani Residences off-plan long before then. Luxury Branding created a communications platform that translated the brand essence, ‘Armani Living’, and our brand promise, ‘Haute Couture Hospitality’, into a call-to-action for residential sales: ‘Live with Armani’. This reinforced the idea of each site being Giorgio Armani’s very own residence, with his furnishings, his music, his espresso and so on. We collaborated with Pentagram Design to create an accompanying suite of marketing collateral.
Armani residences sold at an average premium of 35% over the unbranded real estate despite their disadvantageous position. Luxury Branding is honoured that Wallpaper Magazine garlanded the Armani Hotels & Resorts project for “Best Branding” in its annual Design Awards 2012.