Word: bulgari
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Dates: during 2000-2009
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CORPORATE MARKETERS SEEM TO BE COUPLING ODDLY THESE days. We have Stoli-flavored sugar, Starburst-sweetened milk--even a Bulgari-brand hotel. The latest corporate marriages are carrying cross-promotional synergy into new frontiers of commerce. --By Jeremy Caplan...
Claim to fame: The Bulgari Group CEO transformed his family's business from a "club capable of making stable profits" to the third largest maker of fine jewelry, after Tiffany and Richemont...
Luxury quotient: Bulgari's product lines now include watches, perfume and accessories. In 1995 Trapani listed Bulgari on the Milan stock exchange. And he feted his 20th anniversary this year with the biggest gem yet: a posh Bulgari Hotel in Milan...
...Armani-styled Mercs outside.) "We have been exploring the idea of bringing the Armani philosophy of design and style to hotels for many years," said Armani. He's not the first: other luxury brands with stylish rooms to rent include Versace, which has a hotel license in Australia, and Bulgari, which is opening a Milan property in May. Just last month, Brioni opened a custom-tailored suite at Milan's Four Seasons Hotel. The Armani deal, a partnership with Dubai's Emaar Properties, includes an initial investment of over $1 billion, covering everything from land to construction to the mints...
Behind one Milan warehouse's steel doors is the full-scale mock-up of a room that will serve as the template for the first hotel to bear the Bulgari brand name. Scheduled to open in Milan in January 2004, the hotel represents a gamble for CEO Francesco Trapani, but he's trying to be cool about it. "If it does well, it's another good hotel," he says. "If it does poorly, it's the end of the story. If it does particularly well, then it can change both our industries." When Bulgari announced two years ago that...