Cape Town to get its first fashion hotel

Cape Town to get its first fashion hotel

CAPE TOWN is to get its first lifestyle, or fashion, hotel when Rezidor opens an upmarket Missoni hotel in the city centre in the middle of next year.
After years of hotel groups ignoring Cape Town as a possible destination for their fashion brands, Rezidor is believed to have fended off Hilton’s Denizen and Accor’s MGallery for the property on the corner of Castle and Burg streets in Cape Town. All three brands are aimed at the contemporary market, offering unique design and furnishing.
The 157-room Hotel Missoni Cape Town will be positioned above the five-star Radisson and will be aimed at the young and well- heeled jet-set crowd.
“Cape Town has in recent years become one of the most popular locations for fashion photography, commercial and film productions. The entertainment and tourism industries are important cornerstones of the Western Cape’s economy, so we believe the city and market is ready for a true international lifestyle and fashion brand like Hotel Missoni,” says Andrew McLachlan, Rezidor’s vice-president for business development in Africa and Indian Ocean islands.
The Hotel Missoni is likely to be followed by other fashion hotel brands in the next few months.
“There is certainly interest from the other fashion brands. It is no secret that W Hotels are looking for a site at the V&A Waterfront. So are MGallery,” said Joop Demes, MD of Pam Golding Hospitality .
Starwood was one of the pioneers in the fashion sector with its W hotels and was soon followed by other fashion houses teaming up with well-known designers such as Bulgari.
While other fashion hotels have focused their development largely on trendy European and US cities, Cape Town will be one of the first cities in the world to get a Missoni, after Edinburgh recently and Kuwait City .
As with all fashion hotels, each property is unique and the Hotel Missoni Cape Town will boast a unique style that does not come cheaply at R2,1m a room.
Demes points out that while the average cost per key is below the R7m of the One & Only Cape Town, it can be attributed to the smaller room. “The focus is not on size but rather on style. They offer something fresh and hip, for which Cape Town is now ready.”
source: Business Day
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