By  on December 29, 2006

MILAN — Moschino is bringing its sense of humor to the world of lodging. The Italian fashion house plans to open a hotel in Milan in 2008 together with Mobygest, one of Italy's leading exclusive hotel chains.

"We want to create a different hotel from what is the typical scene, one that will reflect Moschino's philosophy and whimsical image," said Simone Badioli, chief executive officer of Aeffe, which controls Moschino.

The hotel, designed by the brand's creative director Rossella Jardini and her team, will be located in Milan's Corso Como area, close to the future fashion area Città della Moda.

"There are not that many hotels in that district, which is being entirely revamped and will surely be a hot area," said Badioli.

The hotel will have 72 rooms, a spa and a restaurant. As part of the development, Moschino is also working on a new home collection.

"We had previously produced one-off products for our boutiques, but we are now studying new prototypes for a larger production and a full-fledged home collection," said Badioli.

The executive also said the hotel in Milan is only the first of a series. "If this project fares well, we will definitely expand it to other cities," he said.

This is technically not the first hotel for Aeffe, as its chairman Massimo Ferretti opened a hotel in Cattolica, on the Adriatic Sea, six years ago. But that one is not directly connected to any of the brands Aeffe produces, which include Alberta Ferretti, Narciso Rodriguez and Pollini. Called Carducci76, the Cattolica hotel is simple in its design and is decorated with ethnic furniture from Ferretti's trips around the world.

Moschino joins other Italian fashion brands that have expanded into the hotel world, including Giorgio Armani, Versace, Krizia, Salvatore Ferragamo, Bulgari, Diesel, Anna Molinari, Missoni, Byblos and Miss Sixty.

As reported, Aeffe last month tapped a new chief executive for Moschino, Thierry Andretta, who will join the company in January. Aeffe is currently expanding Moschino's retail network. Stores were recently opened in Kazakhstan, Hong Kong and Taipei. The first flagship in Saudi Arabia, in Riyadh, opened earlier this month. Within the Kingdom Center mall, the boutique covers 1,830 square feet on two floors.

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