A look at the growing trend for Fashion Hotels

150 150 Daniel Fountain
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Fashion designer Moschino has opened a hotel in Milan, Italy, following the recent trend for fashion houses to build their own accommodation à la Bulgari and Christian Lacroix. The new hotel, Maison Moschino, is located in an old neoclassical railway station, which opened in 1840 to service the train route from Milan to Monza. The hotel is spread over four floors and features 65 rooms that are all differently styled.

The exterior of the hotel has been left as its original structure but the inside of the hotel has been completely revamped. On the ground floor there is a hall and a bar, which is the first thing the guests see upon entry. The restaurant comes off the hall and extends into a terrace and the spa and gym are on the basement levels.

Rossella Jardini, the creative director for the design of the Moschino hotel, was inspired by a fairy tale theme and has used this surrealism when creating each unique room. She said: “to sleep is perchance to dream, and dreams are fairy tales that we are allowed to experience first-hand, the fables of a fantasy world that we have created. This is an alternate life in which we direct and stage the scripts of our very own play.”

The hotel is located near Corso Como and Corso Garbaldi in the centre of Milan. The train station and underground is a five minute’s walk away.

Daniel Fountain / 24.03.2010

Editor, Hotel Designs

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Fun fact: I’m usually the person friends rely on to organise trips, schedules, and group plans.

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Work highlights: Sienna joined Forum Events & Media Group while studying Communications and Media, starting in the sales team where she managed and helped launch the first the PA Life Leading Venues of London SHOWCASE, where she built relationships with luxury venues across the capital. Drawn to the stories behind these spaces, she naturally transitioned into the editorial team, creating social media and editorial content. Upon graduating in June 2026, she is excited to be joining as Assistant Editor for Hotel Designs and SPACE.

Fun fact: When not working, Jess can usually be found tending to her kitchen garden in the Sussex countryside or foraging for herbs in the nearby woods. A keen grower, she recently studied a RHS Level 2 Diploma in the Principles of Horticulture during her spare time.

Work highlights: Jess joined SPACE magazine in 2022 and has since progressed from Assistant Editor to Editor. During this time, she has worked across many aspects of the publication – from shaping editorial strategy and overseeing operations to contributing to art direction and representing the brand on stage at industry events including Surface Design Show and WOW!house.

Alongside her role at SPACE, Jess has built a creative career spanning the arts, culture, design and travel sectors. Prior to joining the magazine, she spent more than a decade in the commercial art industry, in artist liaison, gallery management, and curating collections for the hospitality sector across hotels and cruise ships. During this time, she also worked on freelance projects as a writer, photographer, and creative content producer.
 
Jess studied photojournalism at London College of Communication and the Danish School of Media and Journalism and holds a first-class BA (Hons) in Culture, Criticism and Curation from Central Saint Martins.

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Work highlights: Katy has been with Hotel Designs since the beginning, way back in 2015 when Forum Events & Media Group acquired the brand.

During this time, she has fostered many meaningful relationships with clients from across the hospitality spectrum, as well as playing a pivotal role in the launch of The Brit List Awards, Hotel Designs MEET UPs, client-led roundtables and panel talks, brand and website redesigns, HD Wellness Sets, DESIGN POD podcast, Hotel Designs LIVE panel talk series, Accessible Design Talks and more. Katy is always on the lookout for the next opportunity to help grow the Hotel Designs brand even further.
 
Most recently Katy has stepped in to the role of Publisher at SPACE magazine, the printed bi-monthly publication focused on hotel design, architecture, and development.

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