ARMANI pursues hotel projects in Morocco and Egypt

Armani Group announced it is focusing on its plans to open resorts in Egypt and Morocco before expanding its joint venture with Emaar further. Armani Group and Emaar have jointly developed two Armani Hotels properties in Dubai and recently Milan.

Work continuing on an Armani villa project in Marassi, Egypt, which is part of a 1,1 billion euros Emaar development, and an Armani resort in Marrakech, said Giorgio Armani. "They’re already under development and will take something like two to three years," Mr Armani said.

Armani Hotels and Resorts, the tie-up between the Dubai developer and the fashion designer, was established more than six years ago. A target was outlined at the time to open seven hotels and three resorts over 10 years, including properties in London and New York.

"Those projects are still in the pipeline, and they will come over time, but we decided to focus on other projects which were more advanced in their development," Mr Armani said and added ”The resorts in Egypt and Morocco are being designed to reflect the local cultures”.

The Marassi resort is part of a large project on the Mediterranean coast, which is designed to include a marina and a golf course. "Our other Emaar Hospitality projects are progressing and we will explore potential opportunities in the future," said Mohamed Alabbar, the chairman of Emaar.

Mr Armani explained that his decision to move into hotels came about because he wanted to find a new challenge and focus for his creativity. "There are different sectors that I have been working in," he said. "I wanted to try something new. I tried to do something for home furnishings and from there I moved to hotels."

However, there are fundamental differences between designing a hotel and designing clothes, he concedes. "The main challenge is to create something [timeless]. A hotel is of course very different from fashion, where you can have a new collection every six months."



Analysts last week said that the Armani Hotel Milano was opening at a difficult time. However, there are expectations that it could fare well in the long term because of its location in Italy’s fashion capital.

Emaar also owns the Address brand and hotels in Dubai. Revenues from its hospitality division in the first nine months of the year reached more than Dh844 million, up from more than Dh670m during the same period last year.

adapted from The National