Versace branded resorts enter Middle East with Dubai opening

Exterior of Palazzo Versace Dubai

Italian label Versace is marking the opening of its Dubai, United Arab Emirates resort in couture fashion.

To celebrate the grand reveal of Palazzo Versace Dubai, the brand is bringing its couture collection to the city for the first time, giving local clientele the opportunity to view the collection and meet with its atelier team. As a fast growing market for hard luxury goods, creating this lifestyle brand extension in the Middle East may benefit Versace.

Destination Dubai
Palazzo Versace Dubai’s architecture is meant to evoke a 16th century Italian palace with Arabian touches. The five-star resort located within Dubai Cultural Village features furniture and interior designs by Versace creative director Donatella Versace.

Lobby of Palazzo Versace Dubai

Along with 215 rooms, the resort boasts amenities such as a spa, fine dining, a children’s club and pools.

This property, only the second Versace branded resort to open worldwide, follows a location in Gold Coast, Australia, which debuted in 2000.

In honor of the opening, Versace has brought its couture collection from the runway in Paris to the resort. For the week, consumers can book private appointments to see the line and meet with couturiers.

Opening event for Palazzo Versace Dubai

A portion of the price of orders placed during this event will benefit Dubai Cares, a nonprofit founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum that aims to provide better access to schooling for children in developing nations.

“I am so excited to host the grand opening of Palazzo Versace Dubai,” Ms. Versace said.

“I visited the hotel prior to opening, and was amazed by its beauty,” she said. “This truly is a luxury destination second to none in the world.

“I’ve also been excited to bring our couture collection to Dubai for the first time ever. We’re so happy to be able to bring the Versace experience to the Middle East.”

Exploring Palazzo Versace Dubai | Signature Suites

Hospitality allows brands to further communicate their aesthetic while reinforcing their service.

Italian jeweler Bulgari is bringing its hospitality brand to Moscow.

Bulgari is working with Russian real estate investor Alexei Bogachev to develop its first hotel in the Russian capital. The announcement came earlier this year, a day after Bulgari opened its second storefront in Moscow, despite the Russian market’s poor performance in recent months (see story).

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