Rezidor SAS Hospitality, has announced that one of the world’s first Missoni hotels – for which the group has a licence agreement with Italian fashion house Missoni – will be on The Palm, Jumeirah in Dubai, United Arab Emirates. Another two Missoni properties have also been announced – in Kuwait and Edinburgh, Scotland.

“Although several lifestyle and boutique hotels have already entered this segment, we strongly believe that the market is only ready now to embrace a truly global yet individualistic lifestyle brand, such as Hotel Missoni”, said Kurt Ritter, President & CEO, Rezidor SAS Hospitality.

“Missoni is one of the few fashion brands that has an inherent and instantly recognisable look, and this essence fits perfectly with our objective to create a pure brand that is totally committed to quality and consistency in design and service, which effortlessly compliments and sustains a brand’s heritage.”

Rezidor SAS signed a license agreement with the Italian fashion house in November 2005 and plans to have 30 Missoni hotels under operation or development by 2010.

“Missoni, in my opinion, is a great brand. It’s real. It is not some creation to fit a short-term market opportunity – it has history, it has a great story to it. A family owned enterprise, the brand has deep emotional roots, and everyone involved stays absolutely committed to doing the right things for the long-term success and prosperity of the brand. And that’s where Rezidor SAS and Missoni have found a common ground to move forward to the next level,” said Gordon McKinnon, Brand Leader Hotel Missoni and Senior Vice President Brands, Rezidor SAS Hospitality.

To ensure quality and brand consistency, the interior designs of all Missoni hotels will be conceptualized and controlled by Italian design icon Matteo Thun, and locally implemented by trusted partners of Rezidor SAS, such as, LWD of Dubai.