To promote its luxury brand, Bulgari is expanding its hotel business and has announced the location of its second hotel in China. The opening of its first China hotel, the Bulgari Hotel Shanghai, is slated for 2016.
In spring of 2017, Bulgari will open a Beijing hotel in the exclusive Embassy District, near the trendy Sanlitun neighborhood.
The Bulgari Hotel Beijing will be part of the new Genesis Beijing project that will include two office towers and a contemporary museum, according to the company. The 120-room hotel will overlook the Liangma River and “the interiors will be designed by Italian architectural firm Antonio Citterio Patricia Viel and Partners in the contemporary Italian style which characterizes all the Bulgari Hotels and Resorts.”
Francesco Trapani, the chief executive of the company told the New York Times a few years ago, “The Bulgari hotel operation is different from those of other luxury brands, notably Armani and Versace. We did not license out the name to other companies,” he said. “We are going very slow. It’s a virgin industry for us. We did not want to be just an investor. We own 65 percent, and the Ritz-Carlton owns 35 percent. In this role, we not only control the image and design, we decide what kind of services to offer.”
The Bulgari Hotels and Resorts is a joint venture with Marriott. Bulgari Beijing will be its fifth property after Milan, Bali, London, and Shanghai.
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