Luxury Branding was asked by Emaar Properties (Dubai) and Giorgio Armani S.p.A (Milan) to help develop a new hotel management company named after the Italian fashion icon. Our task was to translate ‘Armani-ness’ into an experiential, hospitality context. Piers Schmidt ran the initial concept definition workshops, assisted by myself, with highly regarded hotel veterans such as Peter Venison (ex-Kerzner International) and Jean Mestringer (ex-Ritz-Carlton) for Armani. The 7-strong team collectively profiled the brand’s target guests, defined the brand blueprint, created both a naming and brand architecture strategy, and outlined the product’s hardware and software standards. A communications platform of ‘Stay with Armani’ helped equate the guest experience to a level of hospitality Mr. Armani would himself convey upon a private house guest.