Giorgio Armani is due to open his first hotel in Dubai.
Next week, the high-profile hotel launch will give the Armani brand a new profile and huge exposure in Dubai, which is becoming a hub for designer hotels.
Armani will also be the first new hotel in the world’s tallest building, the Burj Khalifa, which has established itself as a place for celebrity-studded functions and guests.
The Armani fashion designer hotel, a relatively new branding exercise, will see Armani launching into the hospitality industry on the success of clothes retailing.
Although a number of fashion and celebrity-branded projects have been announced in Dubai over the past few years, only some have been completed.
The Trump International Hotel and Tower, which was planned as the centrepiece of the Palm Jumeirah, was abandoned some time ago.