B-HUB
DOMUS ACADEMY WORKSHOP
CLIENT: ARMANI HOTEL MILAN
DESIGN TEAM: Vanessa Counaert, Gustavo Dolabella, Josie Wang and David Perugache
Project Leader: Paolo Lorini | Course Leader: Andrea Totsi | Project Assistant: Georgia Spanao
The project aims to redefine the meaning of luxury traveling through experience driven innovation. Guests will experience the luxury of traveling without the burden of luggage enabled by the unique 360° lifestyle proposal of the Armani brand. Upon arrival in their room, the guests will discover the selection of Giorgio Armani’s creations they have previously chosen through the dedicated app. They will feel spoiled and privileged by the surprised arrangements of the hotel staff to complete their Armani lifestyle experience.
Research and analysis.
The project started from an analysis of the brand armani, understand its roots, its concept and its value in the market.
After the research phase we conclude the importance of the " luxury experience" instead of buying in regards to the luxury market. We watched the baggage as one of the biggest concerns when traveling and how it hadbecome an unpleasant experience and often ended influencing the mood of the guests during their stay.
The project
The proposal is to provide a unique worry-free travel experience for the target, who would be invited to come to the city of Milan without the burden of carrying their lugagge. The project was designed considering 8 stages of interaction between guests and Hotel.
With this project we hope to generate more revenues for the hotel to increase the number of guests and Armani product sales. We believe that Armani Hotel is the only hospitality company worldwide that is able to provide this 360 degrees experience, because of being greatly linked to fashion business and lifestyle.