Bulgari Sets Sight on Shanghai for Next Hotel

on September 6 2012 | in Retail Travel | by | with No Comments

Eager to bank on its glamorous name, Bulgari will open a new hotel in Shanghai in 2015.

Bulgari Hotels & Resorts (a joint venture with Marriott) announced it will work with developer OCT Group on Bulgari’s newest hotel, which will be located in the artistic Suhe Creek district.

The 120-room Bulgari hotel will be on the top 12 floors of a 40-story Foster + Partners designed building. Among its amenities are a rooftop swimming pool, a ballroom and a 21,600-square-foot spa. The hotel will have a high-end Chinese restaurant in the restored, former Chinese Chamber of Commerce, the first of its kind in the country, according to WWD.

This will be the fourth hotel for Bulgari Hotels & Resorts. The company has hotels in Milan, Bali, and London.

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 real impact of the hotel,” he said, “is to promote the brand.”
photo credit: bulgari

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