Fashion brand extension processes in hospitality: The Bulgari Hotels and Resorts case study and the sustainable design strategies for future development

The paper introduces design-led brand extension processes from the fashion system to the hospitality sector that are able to define hospitality branded spaces as part of a complex product-space-service system. The design process that guides the definition of the hospitality branded systems provides a systemic, multi-disciplinary, multi-media, multi-sensory and multi-scalar approach to these brand extension processes with the aim of maximizing brand extension potential. Analyzing the defining aspects of these processes, including through the Bulgari Hotels and Resorts case study, the paper explains how these processes impact both the interiors and the entire product system, access to services and related experiences. At the same time, the paper emphasizes the importance of developing sustainable design strategies and new cultural relationships between the fashion and hospitality sectors concretely implementing the environmental, economic, social and cultural sustainability of these processes for future developments. The paper highlights sustainable design strategies such as developing of sustainable oriented formats; spatial storytelling based on narrative coherence; design for longevity and timeless design; the value of adaptability, and guest involvement and awareness.