By Lorraine Heller

Marriott and Bulgari have said their designer-brand luxury hotel is on track to open in London’s Knightsbridge early next year, and will not face competition in the contemporary luxury market.

The Bulgari Hotel in London will be the third hotel for the designer brand, following the opening of the Bulgari Hotel in Milan in 2004 and of the Bulgari Resort in Bali in 2006.

The new site, which will also include a bar, restaurant and three private dining rooms, will be managed by Prime Hotels under the supervision of Bulgari and Marriott, following an affiliation agreement with the luxury division of Marriott group.

London’s luxury hotel market

Bulgari Hotels & Resorst said its new London hotel will have “no competitors” in the London luxury hotel market as it is the first new-build luxury hotel in central London for 40 years.

“We believe that on the market today there are either classic luxury hotels, which have a very traditional design and atmosphere, or trendy hotels with very innovative designs, which do not fall into the luxury sector,” said the group.

“Bulgari appeals to the traveller who seeks a luxury experience in a contemporary style. Our hotel guest rooms are fewer in quantity than other luxury hotels so that we can increase the quality of the guests’ experience.”

Rooms and design

The new hotel, set to open in spring next year, will include 85 rooms, including seven suites, each over 200 sq. m.

The hotel will also feature a business centre, a ballroom, a private cinema and a 2,000 sq. m. spa and fitness centre with 25m indoor pool .

Bulgari expects the hotel will appeal to “sophisticated and discerning” travellers but also London residents, who will treat it as “the place to be seen”.

Room rates will be “in line with the top end of the luxury market segment”

Bulgari branding will be “discreet”, with the brand’s style coming across in the hotel’s design. This will use silver as the dominant theme, together with wood and marble to deliver “sleek lines and refined colour combinations”.

Merchandise-branded hotels

The new Bulgari hotel will be amongst the first designer-branded hotels to open in the UK, although the trend has already picked up in international markets.

For example, Versace has launched its Palazzo Versace hotel brand in Australia’s Gold Coast and in Dubai, while Armani Hotels & Resorts are currently present in Dubai and Milan.

Bulgari Hotels & Resorts said it is currently “considering many opportunities” for future projects.