Renzo Rosso pushes on the living sector from Miami

«The reopening of the Pelican hotel is the first step in a push on hospitality with my Red circle». This is how Renzo Rosso told MFF about the extreme makeover of his Florida hotel, purchased in 1990 and opened in 1994 to become one of the top 25 boutique hotels in the world. «Back then, the only Italians here were Gianni Versace and me. We used to meet very often for breakfast», he recalled. The Ocean drive address reopens tonight in the midst of Miami art basel week after two years of construction with a much-anticipated cocktail reception, a disruptive work on sustainability and a number of rooms increased to 32 and curated in decor as art sets under the supervision of Andrea Rosso (see box on page II). Each room has a movie name, taking inspiration from different movie sets, with inside original and one-of-a-kind vintage artifacts and furniture, carefully restored over the past two years, making the Pelican an inimitable Art Deco icon. «The Pelican was one of the world’s first fashion boutique hotels. Its original spirit has now been restored by my son Andrea in great detail, with authentic Art Deco furnishings and keeping its uniqueness intact, with each room creating the perfect backdrop for a new adventure».

The Pelican hotel pioneered the relationship between fashion and hospitality. What are its plans now?

The Pelican was born with the power and desire to have fun of Diesel’s style department in the 1990s. It immediately became a cool place, so much so that the Ford model agency opened its own office there. Supermodels from Linda Evangelista to Cindy Crawford and Naomi Campbell were at home here, as well as pop stars such as Lenny Kravitz. I bought it as a personal investment, and it is now part of my Red circle company. After this super-sustainable restoration, it is ready for a new chapter.

You have changed management partners. Does this foreshadow new developments?

Yes, I am very happy to work with Aldo Melpignano, a key figure in Italian tourism. Owner and managing director of Borgo Egnazia in Apulia and the San Domenico hotels group (he is also vice president with responsibility for the hospitality area of Altagamma. He studied in the US and worked with Ian Schrager, one of the innovators of the contemporary hotel world, ed.). We are already considering other projects with him.

What new openings are coming up?

Currently with Red circle I have three hotel properties. Besides the Pelican in Miami, there is the Chiltern firehouse in London and the Ancora hotel in Cortina. The interior is currently being gutted, with the plan of reopening it in 2024 so that it can be among the hottest destinations during the Milan-Cortina 2026 Olympics.

What areas do you think there is more room to invest in?

Hospitality is full of opportunities. We just finished equipping our Diesel farm in Veneto with fantastic sports spaces. That way, it can become a kind of sophisticated agritourism for the 2020s.

At the moment, hospitality is its own private business, but other fashion entrepreneurs such as Arnault are pushing with their flagship holding companies. Will you bring it into the Otb group?

If and when it reaches the right size, I would say that it would be logical to bring hotels into the Otb group as well. Fashion always comes first, it sets trends. And both areas, fashion and hôtellerie, have to give valuable experiences.

Meanwhile, with Otb you are growing in contracting for luxury residences. Among the first are actually residences in Miami…

The Miami residences started in 2018 (see MFF of November 28, 2018). It is a building built in partnership with Bel invest group in the Wynwood arts district. Now we have reached the moment of truth. Within a month the sales will close. The interior of this project was also supervised by my son Andrea.

After Miami, what will be the next delivery in contract? In which countries do you see the most potential?

The next big project is in Las Vegas (see MFF of June 13) in real estate collaboration with Belvillage. In Europe, in Munich, we have already delivered an office building. From the Arab world, especially Dubai, we get a lot of requests. We will work on that. (All rights reserved)