Designed by Italian architectural firm Antonio Citterio Patricia Viel, the Bulgari Hotel Beijing will offer 119 rooms, featuring luxury furniture brands including Maxalto and B&B Italia.
Facilities include the 1,500sqm Bulgari Spa with 11 treatment rooms, a fitness centre and 25-metre swimming pool, fine-dining Il Ristorante – a collaboration with Michelin-starred Italian chef Niko Romito, and Il Bar featuring the brand’s signature steel and bronze Oval Bar, which opens up onto an outdoor terrace with views of the gardens and the Liangma river.
The hotel is located next to the city’s Sanlitun district, around 30 minutes’ drive from Beijing Capital International airport.
Bulgari’s luxury hotel chain is no stranger to China’s wealthy populace who frequently travel to Bali, Indonesia for vacation. Also thanks to some high-profile Chinese celebrity couples such as Yang Mi and Liu Kaiwei, Ruby Lin and Wallace Huo, who hosted their wedding ceremonies at the Bulgari Hotel in Bali, the ordinary consumers also got to know these places very well.
Tapping into the hospitality businesses to expand their traditional offerings is nothing new among luxury brands in China. Earlier this year, Baccarat’s Chief Operating Office (CPO) told Jing Daily that it would soon expand into the Chinese market as the country represents a “major future milestone” for the brand. Versace and Armani also have plans to open hotels in several Chinese metropolitan cities such as Chengdu.
Aside from hotels, many big players including Gucci and Salvatore Ferragamo have also opened cafes, restaurants, design studios and more to broaden their services and products, aiming to woo high-end Chinese luxury consumers who have become much more sophisticated about the notion of “luxury” than ever.
Compared to other traditional luxury hotels, the big-name luxury retail brand-turned-hoteliers like Bulgari hold a unique position to lead a transformation of Chinese people’s lifestyles. These brands typically have acquired a solid customer base in China after operating in the country for years. Moreover, the rich history and stories that older luxury brands have acquired serve as a good marketing resource for them, when they branch out into hospitality, to differentiate themselves from the traditional players.