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From Armani Hotels and Bvlgari Resorts to Ralph Lauren cafés and Louis Vuitton restaurants, luxury brands are extending into hospitality.
Sectors & Markets
27 October, 2026
Table of contents
Luxury brands are taking their experiments beyond fashion and accessories by entering hotels, restaurants, and cafés. From Giorgio Armani's designer-led hotels to Louis Vuitton's temporary London concept and Gucci's beach club collaborations, hospitality offers another way for brands to connect with customers.
These ventures differ in scale, structure and purpose, ranging from international hotel portfolios to dining concepts with retail spaces. Luxury houses are developing hospitality businesses that reflect their individual identities, resources and ambitions. Some have established dedicated hotel operations, and others are building their presence through food, beverage and collaborations with established hospitality professionals.
Hotels represent one of the most extensive ways for a luxury brand to translate its identity into a physical experience. Apart from interiors, the brand can influence architecture, dining, wellness and service.
Giogrio Armani entered this space with Armani Hotel Dubai, which opened in 2010 within the Burj Khalifa, followed by Armani Hotel Milano in 2011. Both properties were developed through a partnership between Giorgio Armani and Emaar Properties. The hotels bring Armani's aesthetic into accommodation, restaurants, and spa experiences as well as the designer's values of simplicity, materials, and underrated elegance. Armani Hotels & Resorts is planning for a future property in Diriyah, Saudi Arabia.
Bulgari Hotels & Resorts follows a different approach. It is building an international collection of urban hotels and resort destinations around the heritage of the Italian jewellery house. Its portfolio includes properties in Milan, London, Paris, Dubai, Tokyo and Rome, alongside resorts in Bali and Dubai. The brand describes its properties as combining Italian contemporary design with references to local culture. Restaurants, bars and destination-specific dining are also a part of the offering. It plans a pipeline that includes projects in the Maldives, Bodrum, Miami Beach, the Bahamas and Abu Dhabi, with target opening dates in 2031.
Versace has also extended its design arena into hotels through the Palazzo Versace concept, with properties on Australia's Gold Coast and in Dubai. These projects bring the house's distinctive interiors and decorative aesthetic into hospitality.
Not every brand enters hospitality through hotels. Restaurants and cafés offer another format to create spaces centred on food, design and social interaction.
Ralph Lauren has developed one of the more notable examples of this model. In September 2025, the company reported that its global hospitality portfolio included five restaurants across New York, Paris, Chicago, Milan and Chengdu, alongside more than 40 Ralph's Coffee locations worldwide. Its restaurant portfolio includes The Polo Bar in New York, Ralph's in Paris and RL Restaurant in Chicago. The company has described hospitality as a natural extension of the Ralph Lauren world. It linked its dining concepts to the lifestyle expressed through its fashion and home collections.
Giorgio Armani and Indochine are another example of restaurant collaboration. In February 2026, Emporio Armani Ristorante in Milan hosted a temporary pop-up by Indochine, the New York restaurant known for its Franco-Vietnamese cuisine. Following the pop-up, the partnership became permanent on 22 September 2026, with Indochine opening its first Italian location on the restaurant’s first floor. The ground-floor Armani/Caffè continues to serve breakfast and lunch.
Louis Vuitton has developed a culinary network. Its hospitality activities include the seasonal restaurant Arnaud Donckele & Maxime Frédéric at Louis Vuitton in Saint-Tropez, as well as cafés and restaurants in other international destinations. The Saint-Tropez restaurant, located at the White 1921 Hotel, was awarded a Michelin star in 2025. Louis Vuitton also describes its culinary programme as an extension of the Maison's identity that brings together gastronomy, craftsmanship and travel.
In 2026, the brand also introduced a different hospitality format with the Louis Vuitton Hotel London pop-up in Mayfair. The temporary concept was opened to celebrate 130 years of its Monogram. It brought together immersive product spaces, Café Alma, champagne and cocktail bar Bar Noé, and themed areas inspired by its iconic bags.
Gucci Osteria, developed with chef Massimo Bottura, offers another example of a fashion house connecting its identity with gastronomy. The restaurant concept has established locations in Florence, Tokyo and Seoul. Instead of simply placing a café inside a store, this model uses a chef-led dining concept to create a distinct expression of the brand.
Dior has taken a similar route through restaurants, cafés and partnerships with chefs. At its Paris flagship at 30 Montaigne, Monsieur Dior, Le Jardin and Le Café extend the house's couture into gastronomy. Chef Yannick Alléno took charge of the venues in 2025, and Monsieur Dior received its first Michelin star in 2026. Dior has also collaborated with chef Anne-Sophie Pic on Café Dior and restaurant concepts in Asia.
Tiffany & Co. brings its jewellery sector into dining through the Blue Box Café at its New York flagship, The Landmark. The café, developed with chef Daniel Boulud, offers breakfast, afternoon tea and other dining experiences inspired by the house's heritage.
Prada has also explored this format. Prada Caffè at Harrods in London ran from March 2023 to June 2026, with its décor, tableware and menu reflecting the brand's visual language.
Beach clubs represent another way for luxury brands to expand their identities into leisure and travel. Through branded sunbeds, cabanas, dining spaces and seasonal installations, fashion houses can create experiences around their visual language.
Bulgari has developed beach clubs as part of its resort experiences. In Dubai, the Serpenti Beach Club transferred the jewellery house's signature motif into sunbeds, cabanas and terraces. At Bvlgari Resort Bali, the private beach club has also been reimagined around the Serpenti identity, with branded cabanas, sunbeds and personalised guest service.
Gucci took a seasonal approach in 2026 with its takeover of Loulou Ramatuelle on the Pampelonne shore of the French Riviera. The beach club featured Gucci motifs across its lounge area, along with a temporary boutique and a drinks menu curated by Giardino 25, the brand's café and cocktail bar in Florence.
Dolce & Gabbana expanded its DG Resort programme in summer 2026 through takeovers at beach clubs and resorts across Europe and the United States. The brand introduced its signature prints and colours at destinations including Le Carillon in Portofino, La Cabane in Marbella, Casa Amor in Saint-Tropez and Gurney’s Montauk in New York. Other locations included Twiga in Forte dei Marmi and Clap House in Ibiza.
Emporio Armani also entered the summer 2026 beach-club scene through a collaboration with Vega La Plage on Cannes' Croisette. The takeover extended the brand's design language across the beachfront, with coordinated loungers, towels, restaurant table settings and staff uniforms in ivory, sand and burgundy tones.
Other luxury brands have also explored seasonal beach and resort collaborations in summer 2026. Dior brought its Dioriviera designs to Il Riccio in Capri and D Maris Bay in Türkiye. Burberry transformed beachside spaces at Hôtel Belles Rives in France and One&Only Aesthesis in Greece with its signature check. Jacquemus partnered with Mandarin Oriental, Bodrum, and Missoni went back to OKU Ibiza, using branded loungers, parasols, and poolside textiles to extend their visual identities into leisure and travel.
Luxury hospitality takes different forms, from permanent hotels and restaurants to temporary pop-ups and seasonal beach-club collaborations. Giorgio Armani and Bulgari have established hotel businesses. Ralph Lauren has developed a portfolio of restaurants and cafés. Louis Vuitton has explored immersive retail and dining experiences. Dolce & Gabbana, Emporio Armani, Dior, Burberry and Jacquemus have brought their designs into beach clubs and resort destinations.
Partnerships play an important role in these ventures. Brands can collaborate with hotel operators, chefs and existing hospitality venues to create experiences without operating every property themselves. These arrangements also allow them to introduce their identity to new destinations through interiors, dining, leisure and service.
Luxury houses are choosing formats that suit their positioning and ambitions. Whether through accommodation, gastronomy or seasonal leisure experiences, hospitality offers another way to bring a brand's world to life beyond fashion and accessories.
Cover Image: GQ Italia.
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