Even Iceland’s disruptive volcano couldn’t stop Giorgio Armani from opening his first boutique hotel in the Middle East. After several date changes, the day finally arrived. Covering 40,000 square meters of the Burj Khalifa, its haute approach to hotelery was launched to the gimlet eye of the world’s media.
Branded as the ‘Stay with Armani’ experience, each incremental detail from the colour of the walls to the smell of the soap has been carefully crafted to give every guest the feeling of fashionable exclusivity. Armani suited hotel staff stalk the cool corridors, and field unsuspecting tourists who have arrived without reservations. In this, the Armani Hotel Dubai will join the Burj Al Arab, off the list of the mass travel guides.
Putting guests in the limelight means meeting every whim and desire. As a resident of one of the 160 rooms you are entitled to a lifestyle consultant, aka a personal concierge, who will tailor your stay to your exact requirements. Entry-level rooms are luxe but bijou. Luxos visitors may prefer the larger suites that come with the requisite capacious terrace, complete with a ringside view of the Dubai fountain.
The food and beverage concept twins popular cuisine with the Armani flair for presentation: Armani/Hashi serving beautifully prepared Japanese, Armani/Amal offering traditional Indian with a contemporary twist, and an incarnation of Milan’s Peck deli where you can choose from an irresistible menu of gourmet food, with a separate section for non-Muslims. Whatever you choose, from a specially prepared picnic of delicacies for your day trip to the little boxes of candies and chocolates, everything is available for you to take away, each with its coveted Armani stamp.
At Armani/Prive, already the most exclusive members club in the UAE, a full to capacity 300-strong crowd of dancing and lounging VIPs are lit only by the eerie glow of projected fashion shows. Everywhere else is dark, from the inky lacquered floors to the sky-at-night ceiling. With celebrity DJ’s on the roster for the rest of the year, it will prove to be one of the hottest tickets in town.