The Italian fashion houses Armani, Bulgari, Missoni and Versace have successfully combined the two concepts of fashion and hospitality in the past few years, so it was only fitting for Moschino to move in the same direction.
As the fashion house's first ever hospitality project, Maison Moschino has already managed to make an indelible mark on the Italian hotel industry by transforming Italy's first railway station into a cosmopolitan and eclectic retreat right in the heart of the world's fashion and furniture capital, Milan.
Unlike other fashion hotels, when Moschino leapt into the hospitality sector, it was determined to take the synergy between fashion and hotel design a step further by creating and designing the entire interior in-house.
The end product comes with all the frills and trimmings of a luxury hotel, but it's the ‘fashion meets fairytale' interiors theme that offers guests an unforgettable experience.
"It is completely unlike other hotels," says Rosella Jardini, creative director of Moschino. "When I enter, I feel as if I'm at home." For Rosella, her colleague, interior designer Jo Ann Tan, and the rest of Moschino's creative design team, restoring the interior of such a significant architectural building was a dream come true.
The property remains true to its original structure, but has been completely revamped from the inside. It's divided across four floors and has 65 contemporary and junior suites with fantasy theme decor that promises comfort as well as Moschino's eccentric style, combining the best elements of art, fashion and interiors with a unique, surreal twist.
On entering the lobby there's an instantly glamorous vibe, achieved by the fabulous lighting products in the shape of Moschino dresses and accessories. A group of origami, cloud-shaped installations are the perfect introduction to the hotel's dream-like atmosphere.
The 16 different room designs explore this fairytale theme further. Each one tells the story of a fantasy world, brought to life in three-dimensional form thanks to Moschino's creative team: The magical Alice's Room is inspired by a world where dreams and reality intertwine; the Life is a Bed of Roses room is adorned with red rose petals; the Little Red Riding Hood room symbolises all fairytales with a happy ending, while the Sweet Room comes with colourful soft furnishings in the shape of sugary delicacies.
Another impressive installation can be found in the Sleeping in a Ballgown suite; the bed is designed as a large haute couture evening gown in a deep burgundy hue and acts as a beautiful centrepiece in the room. Other rooms that continue the fairytale dream experience include the Forest, Gold, Ivy and Wallpaper rooms.
Pushing the boundaries of modern design has put this hotel on the map. There's been no compromise with the attention to detail or luxury elements of hospitality. Rosella's philosophy was to create quality, elegance and a home of enchanted fairytales that would inspire guests staying at the hotel.
Bringing catwalk style into the home is a growing trend, which explains Maison Moschino's decision to make its decor pieces, such as the dress floor lamp and rose-petal bedspreads, available to interior enthusiasts looking to achieve Moschino's quirky style at home through its hotel boutique.
Label lovers are now spoilt for choice when it comes to kitting out their homes with designer items; from Missoni's flamboyant fabrics and Christian Lacroix' richly textured wallcoverings to Fendi's minimal and contemporary furniture, fashion designers the world over are busy engraving their signature style across interior lines.
