World-renowned Italian jewelry house BVLGARI has opened up a luxury hotel in London’s Knightsbridge neighborhood in an attempt to embody the company’s aesthetic of “timeless glamour.”
Yes, the 85 rooms and suites furnished with stained oak, Sapele mahogany, leather, mirrored surfaces, and silver are all quite nice. For me, however, it just doesn’t shout “BVLGARI.” Something seems off - the luxury too manufactured, the modern design not in-keeping enough with the brand’s rich heritage.
For me, creativity and brand synergy is lacking in this endeavor (the in-house restaurant is called “Il Ristorante”). It’s certainly no Armani Hotel, but the pictures are worth checking out nonetheless.