A fi ve year partnership between Missoni and Rezidor will end in June Missoni
The partnerships between luxury brands and traditional operators don’t always work out, as the experience of the Missoni Hotels shows. The fi rst Hotel Missoni launched in Edinburgh in late 2009, the result of a partnership between the Italian fashion label and the Rezidor Hotel Group. The second followed a year later in Kuwait – both were designed by Missoni co-founder Rosita Missoni and feature the instantly recognisable Missoni zigzag prints.
The partnerships
between luxury brands and traditional operators don’t always work out
In February 2014, however, it was announced that Rezidor and Missoni had agreed to terminate the licence agreement for the development and operation of the brand Hotel Missoni by mutual consent. The two existing hotels
will stop using the Missoni name by June 30, but will continue to be part of the Rezidor portfolio. Plans for further Missoni Hotels in Oman, Turkey, Brazil and Qatar will no longer go ahead. The Missoni Hotel in Edinburgh will be rebranded as a boutique property. “This decision is in line with our long-
term strategy and focus on our core brands Radisson Blu and Park Inn by Radisson,” said Wolfgang M. Neumann, president & CEO offi cer of Rezidor. “We’d like to thank Missoni for their trust in our group and the close cooper- ation over the past years.”
Dior
The Dior Institut opened in the historic Hotel Plaza Athénée in Paris in 2008, following a long associ- ation between the hotel and Christian Dior. The Maison Dior opened on the same street as the hotel in 1947, and the French designer was a big fan, tak- ing his best clients there for lunch and using it as a location to photograph models in his creations. The Dior Institut launched in 2008, with fi ve treatment rooms, including a couples’ suite, a fi tness centre, sauna and steamroom. The design is pale, calming
and luxurious, and echoes the design of the Dior stores, with lots of whites accented with hints of pale pink and grey. The Hotel Plaza Athénée – and the Dior Institut – is currently closed for resto- ration work, and is due to reopen in May this year. In 2011, a Dior Institut opened in the Es Saadi Palace Spa hotel in Marrakech in 2011. The Dior Institut has its own reception area, two treat- ment rooms, a make up studio and an outdoor ter- race. It offers a range of treatments, with a focus on anti-ageing care, as well as make up lessons and beauty makeovers.
The white and silver decor is trademark Dior
ISSUE 2 2014 © cybertrek 2014
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