The Wave of Fashion Houses Building Real Estate Empires Grows
Maison Margiela has recently stepped into the realm of residential living with the launch of Maison Margiela Residences. This marks a significant milestone for the brand as it brings its distinctive elements of deconstruction and trompe-l’oeil into the world of luxury housing. Located in a prestigious area of Dubai, this venture is a part of a broader trend among fashion houses reimagining luxury through architectural endeavors. Renowned brands like Armani, Bulgari, and Versace are transforming their aesthetics into tangible spaces—creating hotels, condominiums, and branded residences that immerse clients in the unique lifestyle of each label. Margiela’s entry into this space raises intriguing questions about the interplay between design, lifestyle, and architecture.
From Couture Runways to Luxury Residences
Fashion brands are expanding beyond traditional storefronts and runways, crafting environments that offer a deeper connection to their essence. Over the last thirty years, labels such as Armani and Versace have blurred the lines between fashion and real estate. This shift began in the early 2000s when forward-thinking designers recognized real estate as a powerful canvas for storytelling.
Pioneers like Gianni Versace and Renzo Rosso of Diesel led the charge, with Versace establishing the opulent Palazzo Versace in Australia in 2000, showcasing the brand’s Baroque splendor. Similarly, Rosso revamped Miami Beach’s Pelican Hotel into a vibrant hub for fashion enthusiasts in the early 1990s.
A Lifestyle Beyond Flagship Stores
For contemporary fashion houses, delving into real estate represents both a creative outlet and a strategic business move. Hotels and residential properties provide a means to manifest a brand’s lifestyle philosophy, offering a different experience compared to what flagship stores present. Giorgio Armani once described this pursuit as an exploration of “my idea of living,” seamlessly extending the vision of Armani/Casa into residential settings.
Through collaboration and licensing arrangements, brands enjoy new avenues for revenue and heightened visibility. In luxury markets like Dubai and Miami, branded residences often yield higher sales prices. For instance, the Residences by Armani/Casa in Sunny Isles Beach, conceptualized by César Pelli, successfully sold out all 308 units, underscoring the appeal of the Armani name combined with tailored interiors.
Transcribing Fashion Codes into Architecture
Each property crafted by a fashion label reflects its unique aesthetic language. Take the Palazzo Versace Macau, where every design element, from mosaics to carpets, captures the Italian grandeur the brand represents. Similarly, Bulgari’s hotel chain combines nuanced craftsmanship with luxe materials, ensuring each location, from Milan to Paris, resonates with the brand’s luxurious ethos.
The Armani Hotel in Dubai and its associated residences within Burj Khalifa embrace earthy hues and soothing ambiance, deliberately selecting materials to foster serenity. As Armani ventures into new architectural territories with the Armani Beach Residences, crafted in collaboration with Tadao Ando, minimalism comes to the forefront in a fresh and innovative format.
Missoni showcases a different approach. Their residential projects, such as the Missoni Baia tower in Miami and Missoni Sky in Toronto, transform the brand’s iconic patterns into vibrant geometry, evoking a joyful celebration of color and optimism that is synonymous with their fashion line.
From Karl Lagerfeld’s Dreams to Dolce & Gabbana’s Palazzi
Some designers have even ventured further into the hospitality realm. The late Karl Lagerfeld’s hotel in Macau, which opened posthumously in 2021, is a striking amalgamation of East meets West, featuring elaborate designs enhanced by his personal touch, from key-patterned walls to antique decor. Meanwhile, Fendi has made strides with its boutique hotel, Fendi Private Suites, located above its flagship in Rome, in addition to the Fendi Château Residences in Miami.
Dolce & Gabbana are also expanding their influence, noteworthy for their ambitious 888 Brickell tower in Miami—a 90-story luxury condominium and hotel featuring their signature opulent style with Murano glass chandeliers and animal-print textiles. Likewise, Marbella Design Hills in Spain will consist of 92 units entirely furnished with Dolce & Gabbana Casa decor.
Even the urban edge of Diesel is on display with the Diesel Wynwood Condominium in Miami, marking the brand’s first residential undertaking. This project, designed in collaboration with Zyscovich Architects, infuses industrial elements with artistic flair, targeting younger, design-conscious buyers.
