The penthouse of the Bulgari Hotel Paris.
If you hit the Med last summer, you likely experienced one of the new generation of fashion beach clubs, popups like Dioriviera in Capri or Dolce & Gabbana’s takeover of Casa Amor in Saint-Tropez. It’s another sign of fashion’s obsession with hospitality, branching out into offering an immersive experience that goes beyond retail. Some brands, though, have gone even further, creating their own hotels, where you can spend the night in a fashion-inflected wonderland. Here are five examples of fashpack crashpads that truly raise the bar.
The residential-style foyer at Fendi Private Suites.
Fendi Private Suites, Rome
Behind the scenes Overlooking Rome’s Via del Corso, the Fendi Casa team has carved out seven unique suites from the 17th-century Palazzo, once home to the Boncompagni Ludovisi family. The standout is the largest, the 742-square-foot Corner Suite #7.
VIP F&B The rooftop is where you’ll find the Roman branch of the Japanese fusion brasserie, Zuma, which also has sites in London, Dubai, and New York.
What to do Walk five minutes or so eastwards, and you’ll find yourself at the foot of the Spanish Steps.
Style icon Influencers Chiara and Valentina Ferragni are devotees of both the brand and the property.
Need to know There’s no gym onsite, but if you’re keen to keep up your workouts, book the 516-square-foot Deluxe Suite #5, which connects to #4, doubling the footprint and making it ideal to use the on-demand Technogym equipment available.
The lobby of Hotel des Horlogers, designed by architect Bjarke Ingels.
Hotel des Horlogers By Audemars Piguet, Le Brassus, Switzerland
Behind the scenes The three-year old, 50-room hotel from the storied watch brand was designed by the wunderkind architect Bjarke Ingels, a replacement for the tired Hotel de France that once stood there. The zigzagging, outré design is inspired by the surrounding landscape.
VIP F&B Expect intricate dishes—such as trout and beetroot carpaccio and guinea fowl with mushrooms—that more than match up to the complications of the watchmaker, courtesy of Michelin-endorsed chef Emmanuel Renaut.
What to do Skiing, of course. St-Cergue La Dôle, to the south, is a great place for first-timers.
Style icon Serena Williams, LeBron James, and Arnold Schwarzenegger are all AP loyalists, so keep an eye out for them at breakfast.
Need to know Don’t do a double-take late at night as you walk to your room—the corridors actually do slope, a nod to the ski course–inspired design.
An elaborate mosaic mural inside Hotel 1 Place Vendôme’s winter garden.
Hotel 1 Place Vendôme, Paris
Behind the scenes Tucked away on the upper floors of a building on the toniest square in Paris, this 15-room hideaway, in which each suite was individually designed by Pierre-Yves Rochon—think Chinese tapestry in the jade room, a cocoon of cream and white in the pearl room—is a passion project of the Chopard-owning Scheufele family. They cannily tapped hospitality legend Didier Le Calvez, a veteran of Le Bristol, to steer its development.
VIP F&B The homey vibe extends to catering here—you can eat anytime, anywhere on property, and the menu runs the gamut from fine dining to club sandwiches. And only guests and Chopard’s invited VIPs can access these amenities.
What to do Slum it at the Bar Hemingway next door for an ice-cold martini, or head over to the nearby Louvre, whose jewelry holdings remain extraordinary even after the burglary last fall.
Style icon Brand ambassador Bella Hadid would feel right at home.
Need to know Look for the VVIP room: A secret cigar bar hidden behind a wall of false bookshelves.
The 25-meter pool inside the spa at Bulgari Hotel Paris.
Bulgari Hotels & Resorts
Behind the scenes The Bulgari family wisely opted to partner with operator Marriott International when it ventured into the hotel business, with the first of its properties opening in Milan in 2004. Now, there are more than a dozen worldwide, with locations soon to open in Turkey, Abu Dhabi, and Miami Beach.
VIP F&B Contemporary Italian culinary superstar Niko Romito is Bulgari’s flagship foodie talent, with restaurants at properties from Milan to Beijing. Try his deceptively simple–yet-delicious riff on spaghetti e pomodoro.
What to do The spas at these spots are always standouts, including the vast subterranean pool at the Paris outpost, so set aside plenty of pampering time.
Style icon Priyanka Chopra Jonas and Zendaya have both been spotted at Bulgari hotels.
Need to know Bulgari isn’t part of Marriott’s mammoth loyalty program, Bonvoy, so you’ll need to pay rather than redeem points—which keeps the clientele that much more exclusive.
This year, Louis Vuitton is set to reveal its highly anticipated hotel in Paris.
Louis Vuitton Hotel, Paris
Behind the scenes All we know about this top secret project so far? Its address: 103–111 Avenue des Champs-Élysées, an Art Deco pile that recently served as HQ for HSBC bank. Louis Vuitton has announced it will open a hotel there this year but has swathed the entire construction site in a facade that mimics its trunks.
VIP F&B There’s no word yet on who’ll be tapped to cater to the guests here, but expect Insta-ready, branded treats like those found at its cafes in Saint-Tropez and New York.
What to do Make like the original flâneurs and amble down the sidewalks of the Champs-Élysées towards the Arc de Triomphe.
Style icon If brand ambassador Emma Stone isn’t cutting the ribbon on opening day, consider us devastated.
Need to know Don’t worry about opening wobbles here. LVMH has ample hospitality expertise already, via its two wholly owned subsidiaries: Belmond and Cheval Blanc, a favorite project of Hélène, the concert pianist wife of owner Bernard Arnault.
