BVLGARI HOTEL London to open in April

Owned by Ms Rosalia Mera, the ex wife of Inditex Group (Zara) founder, one of Spain’s largest conglomerates, Bulgari Hotel is scheduled to open in London in April, in time for the Summer Olympics and the Queen’s Jubilee events. 

Situated in London’s Knightsbridge area, the 85 room Bvlgari Hotel is managed by Bvlgari Hotels and Resorts, a joint venture between Italian jeweller BULGARI (owned since last year by LVMH) and Marriott International. Bulgari Hotel London is the first luxury new-build hotel in 40 years to open in the city.

According to the Bulgari Hotels website, a 7th floor penthouse is available through Christie’s International Real Estate. Although few details are currently available online about the penthouse, the website does indicate that it features 9,260 square feet of exquisite living space.

Speaking at an event in London last week, Bulgari’s CEO, Francesco Trapani, said Bulgari London will feature “a contemporary yet timeless style employing a range of marbles, woods and precious materials, together with Italian furniture and custom-made textiles.” Silver will be a major theme in the design of the hotel, which for those who are familiar with the Bulgari name know is a nod to the company’s silversmith origins.

The Bulgari London hotel will also include an 80-seat Italian restaurant, a bar, a ballroom, a 47-seat screening room, a library, a cigar shop, a 25-meter pool and a spa facility that has 12 treatment rooms for the ultimate in relaxation.

While the Bulgari Resort Bali has been highly rated since opening, the Bulgari Hotel in Milan, Italy has been constantly lagging behind its major luxury hotel competitors, especially from a services point of view. The fact that Marriott International now has 3 luxury brands – Edition, Ritz Carlton and Bulgari has raised questions over the actual positioning and differentiation of the three luxury brands.

It will also be interesting to see how Bulgari’s partnership with Marriott will proceed, given that Bulgari’s parent company, LVMH, has big plans for the development of its own luxury hotel division – LVMH currently owns and managed luxury palace hotel Cheval Blanc in Courchevel and has signed management agreements for 4 other hotels in Middle East and North Africa. In December last year, real estate sources in New York indicated LVMH was negotiating for a Manhattan hotel location.