"High-fashion houses are no longer confined to boutiques and runways, moving over to creating spaces to experience the brand in a more intimate way. Over the past three decades, labels from Armani to Versace have extended their aesthetic worlds into architecture and real estate. The phenomenon began around the turn of the millennium, when visionary designers recognized real estate as the ultimate medium for immersive brand storytelling."
"Gianni Versace and Diesel founder Renzo Rosso were among the earliest pioneers. Versace's Palazzo Versace on Australia's Gold Coast (opened 2000) brought the Baroque glamour of the house to five-star hospitality, while Rosso transformed Miami Beach's Pelican Hotel into an eccentric fashion playground as early as 1990. For today's fashion houses, real estate represents a design opportunity and a business evolution."
Maison Margiela unveiled Maison Margiela Residences, its first residential venture, translating codes of deconstruction, trompe-l'oeil, and transformation into luxury living in Dubai. Margiela joins a growing group of fashion houses redefining luxury through architecture. Labels from Armani and Bulgari to Versace, Fendi, and Dolce & Gabbana increasingly translate their aesthetics into hotels, condos, and branded residences that let clients inhabit signature brand worlds. The movement accelerated around the turn of the millennium, with early pioneers such as Gianni Versace and Renzo Rosso. Real estate now functions as both a design opportunity and a business evolution, materializing brand lifestyle in three dimensions.
Read at designboom | architecture & design magazine
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