From the chocolate bathroom amenities and chocolate Spa treatments at the luxurious Sacher Hotel in Vienna to Fauchon L’Hotel‘s in Paris inspired by macarons and pastry, luxury and upscale hotels are increasingly diversifying into the candy theme. Other hotels like Fabrica do Chocolate in Portugal feature rooms inspired by the chocolate theme, with overt pieces. Rooms and public spaces at the Candy House hotel in Rotterdam, are all linked to the world of candy and sweets.
One of the latest such new hotel openings is Milan’s ODSweet Hotel which boasts spectacular panoramic views of the Duomo. The hotel is owned by a nationwide retail chain of stores (ODSweet) with a staggering selection of different types of sweets (not just chocolate). Rooms and suites are divided between a chocolate theme and another theme around all pink drawing on marshmelow. The quality of the furnishings and finishes is impressive, with an eye for the smallest details.
Silk carpets resembling the texture and colour of chocolate, state of the art walk in showers (chromotherapy), superb bedding and linen, flawless AC and bathroom amenities scented with caramel, candy and chocolate. There is also a scrub and a complete Dyson hair set. Lighting has been masterfully conceived to recreate a unique experience and atmosphere, for children and adults alike the WOW factor is a default.
Custom-made Smeg minibars and kettles along with Lavazza coffee machines are all spotlessly coloured in pink, most probably paying attention to a specific Pantone colour. The lighting as well as the overall colour scheme has been conceived to be activated with the most striking colouring or muted with minimal or no light especially during the same day. Despite the flood of Pink and Pink shades, there is no obvious reference to Barbie – framed photos of Sophia Loren and Marilyn Monroe are tactically mounted.
But to what extent such a theme suite or even an entire hotel – is relevant? How authentic is it? Besides the physical decor, could there be dining menus inspired by chocolate – an entire meal, not just desert? Are major brands ready for expansive branding in such hotels? (ex an entire hotel themed around M&Ms). Besides the fun aspect and the quirkiness, what should these hotels seek to achieve?
ODSweet stores are retailing a vast array of international branded sweets. Could they or should they maybe focus on one brand to create a specific suite? (maybe even a local brand such as Baci Perugina) – ideally an ephemeral suite. The Loft Suite Marshmallow comes at a nightly rate of 1,500 euros (breakfast included). The hotel also has one of the most sought after rooftop restaurants in Milan thanks to the stunning views of Duomo.
CPP will soon publish a comprehensive review of ODSweet Milan Duomo – putting in balance all facets of these themed hotels.
Oliver Petcu in Milan
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