Brand positioning through to real estate marketing
In May 2005, H.E. Mohamed Bin Ali Alabbar, Chairman of the world's largest quoted property group,
Emaar Properties, announced an agreement between Emaar and Giorgio Armani SpA regarding the
development of an international collection of 'Armani Hotels and Resorts'. The agreement provided for
the opening of seven luxury hotels and three vacation resorts within ten years, backed by an investment
of over US$1 billion.
CEO Peter Venison and CMO Bruce Hutchison appointed Piers Schmidt to lead a rigorous visioning and branding exercise. Our task was to help translate the iconic fashion brand into the three dimensional world of hospitality and hotel design, all underpinned with a unique, Armani brand of service. Having defined the brand, we continued by developing a corporate identity, website and pre-launch marketing collateral. Several years before the opening of the first property in Dubai's Burj Khalifa, the world's tallest residential and commercial building (March 2010), the brand platform "Stay with Armani" was used to market the Armani Residences, the sale of which would help fund construction of the hotel.
The Dubai property will be followed by subsequent openings in Milan (2010), Marassi and Marrakech and further hotels will follow in key international destinations such as New York, Shanghai and London.
Emaar Properties, announced an agreement between Emaar and Giorgio Armani SpA regarding the
development of an international collection of 'Armani Hotels and Resorts'. The agreement provided for
the opening of seven luxury hotels and three vacation resorts within ten years, backed by an investment
of over US$1 billion.
CEO Peter Venison and CMO Bruce Hutchison appointed Piers Schmidt to lead a rigorous visioning and branding exercise. Our task was to help translate the iconic fashion brand into the three dimensional world of hospitality and hotel design, all underpinned with a unique, Armani brand of service. Having defined the brand, we continued by developing a corporate identity, website and pre-launch marketing collateral. Several years before the opening of the first property in Dubai's Burj Khalifa, the world's tallest residential and commercial building (March 2010), the brand platform "Stay with Armani" was used to market the Armani Residences, the sale of which would help fund construction of the hotel.
The Dubai property will be followed by subsequent openings in Milan (2010), Marassi and Marrakech and further hotels will follow in key international destinations such as New York, Shanghai and London.