�Although several lifestyle and boutique hotels have already entered this market 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 recognizable look, which fits perfectly with our objective to create a brand that is totally committed to quality and consistency in design and service, which effortlessly compliments and sustains a brand�s heritage.� 

Rezidor SAS plans to develop the brand in cosmopolitan cities and resorts around the world, starting within Europe and the Middle East. 

Hotel Missoni Kuwait will be the first major lifestyle hotel in the city of Kuwait, located at the Symphony Complex � a new hotel and shopping complex set on the waterfront. The hotel will offer views of the Arabian Gulf, and is scheduled to open in mid-2007. Hotel Missoni Kuwait will offer over 200 stylish guestrooms, with a signature Missoni Cucina restaurant, Mocha Missoni coffee bar, Missoni Lounge, Missoni Spa, a fitness center with a pool, numerous conference rooms and a ballroom for large events. 

Hotel Missoni Edinburgh will be one of the city�s most prominent new hotels in decades. The hotel is located on the famous Royal Mile, which connects Edinburgh Castle and the Palace of Hollyrood House, at Victoria Terrace and George IV Bridge. With plans to open in late 2008, Hotel Missoni Edinburgh will offer 130 elegant guestrooms, a Bar Missoni, Missoni Cucina with private dining, a spa and fitness center and several conference rooms. 

Hotel Missoni Dubai will have a prime location on the crescent of the famed Palm Island Jumeirah, offering views of the Arabian Gulf. The hotel will be constructed as a Mediterranean village with a private harbor, offering over 250 guestrooms. Missoni signature elements will be found in the Missoni Cucina, Bar Missoni and Missoni Spa. The hotel will also feature a small fitness center, pool and conference rooms. Hotel Missoni Dubai is scheduled to open in late 2008. 

�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 and it has a great story to it. As a family-owned enterprise, the brand has deep roots, and everyone involved is absolutely committed to doing the right things for the long term success and prosperity of the brand.  That�s where Rezidor SAS and Missoni have found common ground to move forward to the next level,� said Gordon McKinnon, brand leader Hotel Missoni and senior vice president of brands, Rezidor SAS Hospitality. 

To ensure quality and brand consistency, the interior design of all Missoni hotels will be conceptualized and controlled by Studio Thun, the Milan-based architectural and design practice, headed by the renowned architect Matteo Thun.  It will then be locally implemented by trusted partners of Rezidor SAS, such as LWD of Dubai for the Kuwait and Dubai hotels and Graven Images of Glasgow for Hotel Missoni Edinburgh. 

In other news, Missoni recently announced a new children�s clothing line and the extension of the fashion brand into the Missoni Home Collection.  Another new venture for Missoni is the extension into the fragrance category through a joint venture with cosmetic brand Estée Lauder. The new fragrance is set to launch in spring/summer 2006 and is already making headlines.

Rezidor SAS Hospitality
www.RezidorSAS.com