New Work: Armani Hotel Dubai
The first Armani brand hotel opens on April 27 in the Burj Khalifa, Dubai, the world’s tallest building. John Rushworth and his team at Pentagram have been responsible for the naming, identity, visual brand positioning and marketing collateral to bring the distinctive Armani philosophy and style to this and three other hotels due to open in Milan, London and New York. With the Hotels and Residences—the Dubai hotel includes 144 luxury apartments—designer Giorgio Armani is looking to build “the Armani universe into a comprehensive lifestyle brand.”
The brand elements express a philosophy that is relaxed, elegant and confident, with a refined Armani logo, symbols for each location, a restrained and sophisticated colour palette and sensuous materials.
The book to sell properties off-plan for the Dubai Residences epitomises this elegant restraint. The slipcover and binding are dressed in fine taupe cloth, discreetly embossed with a desert orchid symbol, the inside is elegantly minimal and illustrated with sumptuous photography.