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Right at Home in Milan

More and more designers see home products as an avenue for growth.

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MILAN — The recent Salone del Mobile exhibition here was further proof that more and more designers see home products as an avenue for growth.

To test the waters of the hotel business, which needs a solid network of suppliers and a dedicated commercial structure, a number of companies are opting to design suites in luxury hotels. Etro will unveil three suites at Milan’s Principe di Savoia Hotel this summer.

“The request to design rooms comes directly from the hotels, which are reaching out to those customers who are attracted by fashion, or simply want to provide a more exciting room, compared to a basic, anonymous one,” said Jacopo Etro, who runs the brand’s textile and home collections, during Salone del Mobile here, the international furniture and design show, which ran April 18 to 23.

Last week, Bottega Veneta said it was furnishing a suite at the St. Regis hotel in Rome — its second such venture, after working with the St. Regis in New York.

“I believe these projects help strengthen one’s brand, providing a comprehensive idea of lifestyle,” said Etro. The designer said working with the hotel industry is forcing the company to develop a line of furniture and lamps, thus expanding the brand’s core home business centered on home furnishings, beds, armchairs and ceramics. At Salone del Mobile, Etro showed tables and screens made with digitally photographed paisley shawls, which are then laminated. “You can’t print a lacquered surface, so we opted for this highly technological craft,” said Etro.

Working with different industries may affect the way fashion companies operate. Giancarlo Di Risio, chief executive officer at Versace, said designing the interior of planes proved to be a source of inspiration for the company’s Jet Seat, which is produced with a highly technological ceramic structure and retails for 38,000 euros, or $52,000 at current exchange rate.

In addition to a collaboration with the Italian group Agusta Westland to design interiors of helicopters, Versace has linked with Techniques d’Avant Gard to personalize private jets and with Lamborghini to decorate cars. Di Risio said Versace was also working on a yacht for an unnamed Irish customer. Next year, the company plans to open a store here dedicated to the division, its first under the Di Risio management. In addition to the Versace Dubai Hotel, scheduled to open in 2009 under an agreement with Australian real estate developer Sunland Group, the company is working on fully furnishing 32 apartments at the new Plaza private residences in New York.

This story first appeared in the April 27, 2007 issue of WWD.  Subscribe Today.

Missoni and Moschino are also gearing up to open hotels. Rosita Missoni, in charge of the brand’s home collection, showed four towering vases, as high as 8 feet, covered by colorful tiles by Trend by Bisazza. “I want these vases to become iconic pieces of our hotels, perhaps in the hall or at the entrance,” said Missoni. “I don’t want to spell out our name; the vases should be recognizable enough to identify our hotels. ”

The first Missoni hotel will open in Kuwait City at the end of 2007, and another will open next year in Edinburgh under a licensing agreement with the Belgian hotel chain Rezidor SAS.

Moschino, which will open its first hotel here with Mobygest next year, showed its first Lightning project: lamps made as short little dresses, boots and bags. The company also designed chairs with Kartell, with its iconic clouded sky pattern, for example. “We’ve always enjoyed experimenting with ideas outside fashion and [longtime collaborator] Jo Ann [Tan] and I have a particular passion for lamps,” said creative director Rossella Jardini.

Jardini said the hotel project was pushing her to add more structure to the home projects. “Until now, it was much more artisanal,” she said.

Stefano Gabbana, who said Dolce & Gabbana has no intention of launching a home collection or opening hotels, opted for donating his Metropol space to Ron Arad, whose mirror-polished aluminum chairs and chaise longues glowed in the theater. “We’ve been friends for a long time and own vintage Arad pieces in our homes,” said Gabbana.

Fendi, which uses Fendi Casa objects in Anna Fendi’s hotels in the south of Italy, showed leather sofas made by hand, enriched with a silver powder for a metallic effect. There were extensive displays of lighting this year, given the Euroluce light exhibition, which shows every other year at the same time as the Salone del Mobile. Chandeliers by Arik Levy for Gaia & Gino were shown in the Sportmax store; Swarovksi exhibited lights and chandeliers embellished with its crystals designed by Hariri&Hariri, Yves Behar, Patricia Urquiola and Villa Moda’s Majed Al-Sabah, among others, and Salvatore Ferragamo lit its windows on Via Montenapoleone with light designer Fulvio Michelazzi’s installations.

“Lighting is evolving quickly. There’s always something new, and I think it’s a flexible way to enhance the windows of our stores around the world,” said Michele Norsa, chief executive officer of Ferragamo. “I don’t see any other structure that works as much on a global scale.”

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