Bvlgari Hotels & Resorts Vice President Silvio Ursini says all the Italian luxury principles used to design its jewelry are used to craft its uber-luxury hotels. It’s simply about craftsmanship, timeless appeal and elegance.
“There’s a common philosophy of precious craftsmanship that links Bvlgari’s legacy of design to the hotels we are building today,” Ursini told HOTELS in October. “Someone who is loyal to the Bvlgari brand because of their experience with our jewelry line can expect the same attention to detail, design and quality materials when they step into our hotels.”
After establishing hotels in Milan, London, Dubai, Beijing, Shanghai and Bali, Bvlgari, is currently developing its next property in Miami Beach, Florida, its debut venture in the U.S. The property is reportedly held by BHMI Miami Ltd. Corp., is a partnership between Bvlgari and London-based developer Blue Horizon Group. Blue Horizon acquired the property in 2020 for a reported US$120 million.
The brand, which operates under a joint venture with Marriott International and known for a limited number of rooms (mostly suites) per property to ensure exclusivity and privacy, is redeveloping the oceanfront, seven-story Seagull Hotel Miami Beach and will add two more floors as well as expand the ground floor. Bvlgari also recently announced their second project in the U.S., a 58-room property spread across 33 acres on the hillsides of Benedict Canyon in Los Angeles, California.
Ursini talked to HOTELS about the brand’s plan in Miami Beach and what makes its properties stand out in the ultra-luxury segment.
HOTELS: Why did you pick Miami Beach for Bvlgari’s entry into the US? What is the timing on the project?
Silvio Ursini: Bvlgari Hotels & Resorts operates elite properties in the world’s most dynamic cities, making Miami Beach a natural entry point into the U.S. market. Miami Beach is one of the most beloved resort destinations in the world. Our first hotel in North America will offer guests the standards that have come to define Bvlgari Hotels & Resorts globally — timeless luxury, premium comfort, and flawless service.
Plans for Bvlgari Hotel Miami Beach are approved, and construction will begin in 2022 ahead of an opening at the end of 2024.
H: What is the most distinctive aspect of this particular repositioning?
SU: Our design team, led by architects Antonio Citterio Patricia Viel, has created a high-end, low-impact design that will result in a beautiful renovation yielding maximum economic and community impacts, while preserving the character of the neighborhood. The Bvlgari Hotel Miami Beach will feature a spa, fitness center, pool, and restaurant and lounge, but the real essence of the hotel will be the way Bvlgari’s Italian roots will be on display in Miami Beach.
H: What is the state of Bvlgari’s working relationship with Marriott International? Is Marriott managing the Miami property?
SU: Bvlgari and Marriott have been partners in Bvlgari Hotels & Resorts for 20 years, and this alliance is working very well. The new Miami Beach property will be operated under an affiliation agreement with Marriott.
H: Beyond Miami, where you are finding traction and conversely, which markets you are staying away from? What is the near-term potential of growing in resort destinations versus urban opportunities?
SU: Bvlgari Hotels & Resorts are situated in extraordinary locations around the world. It could be an urban property in the heart of a financial district, or a resort property on serene beachfront. We are finding that our guests are attracted to Bvlgari because of the amenities and services we offer. They are loyal to the brand and eager to explore new places from the comforts of our hotels.
H: How are you applying your luxury goods experience to hotels, especially now that you have been working with the Bvlgari hotel brand for several years now?
SU: When we plan a new hotel, our team applies the same design principles to the property as we do to our fine jewelry designs. There’s a common philosophy of precious craftsmanship that links Bvlgari’s legacy of design to the hotels we are building today. Someone who is loyal to the Bvlgari brand because of their experience with our jewelry line can expect the same attention to detail, design and quality materials when they step into our hotels.
H: Can you give me an update on the state of your portfolio and how has it been performing during COVID-19?
SU: Our hotels have performed consistently and increased their market leadership throughout the pandemic as we cater to discerning guests looking for the highest standards of service and exclusivity. Our hotels currently operate in Milan, London, Dubai, Bali, Beijing and Shanghai – with new openings planned for Paris, Rome, Moscow, Tokyo and Los Angeles.
H: What is the state of Paris, Moscow and Rome projects?
SU: Paris is scheduled to open at the end of November 2021. Rome, Moscow and Tokyo will open in late 2022 or early 2023.
H: How are guests staying differently during COVID and how has the brand reacted to changing needs and requests?
SU: Bvlgari guests appreciate the extra care that we have put in place to prioritize health and safety. These include ozone sanitization of rooms after guests depart, and in-room personal training sessions with a special mirror.
H: What’s your biggest opportunity?
SU: Each day, people around the world dream about traveling to Miami and Miami Beach. It’s an iconic destination, and it has become even more attractive with the growth of Art Basel, new neighborhoods like the Miami Design District, and the arrival of top restaurants concepts from around the world. Missing from Miami Beach is a true 5-star hotel that offers guests unparalleled luxury and service. The Bvlgari Hotel Miami Beach will fill that void when it opens in 2024.
H: What is your biggest challenge?
SU: Entering a new community is a privilege, especially when we are launching a hotel in a place with a rich history and established design aesthetic. We take this commitment seriously, and we always work with community partners to outline our vision and earn support. Miami Beach benefits from rich history and beautiful architecture, and we are pleased that the plans have been well-received by city officials and community stakeholders.