Armani Strikes Global Deal to Expand Hotel Empire

January 12, 2026 Admin 2 min read

Giorgio Armani has signed a worldwide exclusive joint venture with Symphony Global, the private investment vehicle of Dubai real estate tycoon Mohamed Alabbar, to significantly expand the Armani Hotels & Resorts footprint.

The deal locks in a long-term strategy to take the Armani hotel aesthetic global, moving beyond its two flagship properties in Milan and Dubai to target new markets with a two-pronged hospitality approach.

The big picture: Luxury fashion houses are increasingly transforming into full lifestyle brands, with hospitality serving as the ultimate immersive experience.

The details:

The Partners: Armani Group and Symphony Global (led by Alabbar, founder of Emaar Properties).
The Hubs: The JV will be operationally based in Milan and Dubai.
The Concepts: The venture will develop two distinct hotel types:
1. The classic luxury Armani Hotel (similar to existing properties).
2. A new lifestyle model: A younger, high-end concept aimed at next-gen travelers, specifically targeting new continents (likely the Americas and Asia).
The Terms: A 20-year agreement with a 10-year renewal option.

What they’re saying: Giuseppe Marsocci, CEO of the Armani Group, likened the deal to the brand’s decades-long eyewear and beauty partnerships with Luxottica and L’Oréal, signaling this is a permanent pillar of the business rather than a licensing side-hustle, according to the fashion trade publication Fashion Network.

What to watch: The Diriyah Gate project in Riyadh, already planned for 2027, will be a key test of the expanding portfolio. Keep an eye out for where they plant the flag for the first lifestyle-oriented property.