Stella di Mosca, latest luxury hotel to open in Moscow

Located in the heart of Moscow, Stella di Mosca Hotel is housed within a fully renovated and restored neoclassical building  offering the ideal escape in the very heart of Moscow, providing a tranquil refuge from the bustling city center and tourist crowds. The hotel which has a generous courtyard garden, features 65 rooms and suites and boasts the highest rates in Moscow, from EUR 830 per night.

With a sprawling 1400-square-metre spa, complete with a 25-metre indoor heated pool, an Italian restaurant, and a chocolate boutique, the hotel epitomizes sleek luxury. Rooms and suites are among the largest in Moscow, with the most diverse views. The architecture of the building including the interiors have been entrusted to Antonio Citterio & Patricial Viel Architecture firm, with custom made furnishings and decor elements.

Before the invasion of Ukraine the property was supposed to open as Bulgari Hotel. It has recently opened with so many similarities to all the other Bulgari Hotels that there is no need for branding under Bvlgari, logos having been erased – remaining visible only with the bathroom amenities and the original Bulgari books are spread around the entire hotel. Furniture by Italian companies, tiles, marble, lighting, bed linen, bathroom fixtures, curtains are all identical with the other Bulgari Hotels.

All Russian guests know this is the ”Bulgari Hotel in Moscow”, which is also reflected by the social media, who obviously see no constraints in covering the property as the ”Bulgari Hotel Moscow”. Sometimes, a brand or service does not necessarily need to be branded. The Michelin starred Niko Romito Restaurant has been replaced by an experienced Italian Chef and highly experienced Chefs are in charge of Pastry too.

Russians are a very important target for all the Bulgari Hotels therefore, this opening may create a lot of confusion. For the grand opening of the hotel in March, the wealthiest Russians attended a live classic orchestra concert and they were all aware of attending the opening of ”Bulgari Hotel Moscow”. Some Russian elite flew back to Moscow (from abroad) for the event.

Mention must be made that none of the 12 Bulgari Hotels are owned by Bulgari, Bulgari Hotels or any other entity controlled by Bulgari’s parent company LVMH. Of all 12 hotels, Bulgari Hotel Paris and Bulgari Hotel London are franchised by Bulgari Hotels, a joint venture between Marriott International and Bulgari – the 2 properties are operated by their owners. The rest of the hotels are operated by Bulgari Hotels.

Bulgari Hotels & Resorts is publicly included in Marriott International‘s list of top luxury brands. The booking engine GDS of Bulgari Hotels runs on Marriott International’s platforms. Many of the Marriott International staff around the world, especially those in charge with sales and development include Bulgari in their title (ex ‘Marriott Intl Luxury Brands”). Mention should be made that the investment per room for a Bulgari Hotel is twice as much as the investment per room for a Ritz-Carlton hotel.

Another major difference between Marriott Intl.’s luxury brands, for example, The Ritz-Carlton and Bulgari Hotels & Resorts is the fact that Bulgari Hotels does not participate in Marriott’s loyalty program ‘Marriott Bonvoy‘. Over the past few years, post pandemic, many luxury hospitality insiders argue that partial membership of Marriott Bonvoy could actually be beneficial for Bulgari Hotels & Resorts. It is probably only a matter of time.

Bulgari’s parent company LVMH owns and operates all Cheval Blanc Hotels and Belmond hotels and trains. Many of LVMH’s top Maisons are also closely collaborating with most of the Cheval Blanc and Belmond Hotels & Trains. Obviously, there is a lot more consistency and integration between the properties which are owned and operated by LVMH. Most recently, Louis Vuitton Restaurant and Cafe have opened at Cheval Blanc, White Hotels and Belmond hotels.

Integrating Bulgari Hotels into LVMH‘s Hospitality unit would make a lot of sense, but not all the Bulgari Hotel properties (each Bulgari Hotel is owned by different owners). LVMH masters hospitality excellence with a team of high experienced hospitality professionals. Mentioned must be made that Bulgari Hotels in Milan, Rome, Bali and Dubai (not for long) rank first among all luxury hotels in the respective cities.

Bulgari Hotels in London, Tokyo, Paris, Beijing and Shanghai do make it to top 5 among luxury hotels in the respective destination. Presently, Bulgari Hotels is helmed by Bulgari CEO Jean Christophe Babin, actively involved in hotel operations, as well as Silvio Ursini, Senior Vice President Bulgari. All Bulgari Hotels (except London) feature a restaurant by Chef Niko Romito. None of the Bulgari Hotels properties have an instagram account, all being centrally controlled.

Most recently, Bulgari Hotels has announced future openings in Miami (2026) and Maldives (2027) and a Bulgari Residences Tower – ”Bulgari Lighthouse”  2027 (fully owned by Dubai Holding’s Meraas), while a previous hotel project in Los Angeles had been cancelled.

Most probably, should the property in Moscow have been owned by LVMH, this unfortunate incident may not have happened.

Stella di Mosca Hotel