Fashion Designer Names Draw Tourist Eyes

MILAN, Italy (MainStreet) -- In a crowded marketplace of international hotel chains it can often be little more than a name -- a fashion name -- that displaces even the most famous brands from the top of the marketplace. Or at least that's the case in Milan, which has no real shortage of luxury hotels (including Four Seasons, Park Hyatt(H) and Baglioni) that now have to compete with names such as Armani and Bulgari, virtually synonyms for fashion and glamour. But before you start to feel sorry for your favorite luxury chains, you might just be surprised at the developers behind some of these glossy labels.

Bulgari Hotel was one of the first designer hotels in Milan, and a wow of a one at that. It's in an 18th century palazzo floating in a dreamy garden of rolling, almost neon-green lawn with an elevated lounge arranged with sexy decor and ficus trees as manicured as the model-worthy patrons. Interiors live up to even the loftiest of architectural expectations with Zimbabwe black marble and zen undertones. But more interesting than the full-size Bulgari bath toiletries in guest rooms and Espa Spa is that it is actually a joint venture between Bulgari and Marriott International(MAR) , also manager of the Ritz-Carlton portfolio. The collection also operates the revered Bulgari Bali Hotel in Indonesia and forthcoming Bulgari Hotel London, opening this spring, that could be a competition killer in the lead-up to the Olympics.

Hotel Moschino Milan was born out of the Italian fashion house Moschino and its lead designer, Rossella Jardini, and occupies a former 19th century rail station.