HotelChatter

Since just looking at pictures of the Burj give us the heebie-jeebies, especially this one and this one, we're happy to report that the place will not be blinged-out like an evil headquarters. Instead, as Armani's first residential endeavor, his furnishings line Armani Casa will outfit the hotel rooms and apartments in his trademark understated, refined luxury; there will be no Swarovski crystal-embedded faucets here. Giorgio explains his vision:

I want to share more than the expressions of personal spirit, taste and identity. Armani Hotels & Resorts will bring to life my dream of creating a complete lifestyle. I cannot think of a more energising prospect than the opportunity to bring my philosophy of style and design to a collection of resorts, hotels and residences.

The key word there is "taste." In Dubai and even Milan, guests have plenty options for outrageous hotels, but Armani wants to attract based on aesthetic rather than logo. Once your curiosity about the tower draws you in, he's hoping the unexpected comfort will keep you there and in his other hotels to come around the world.

[Photo: The Red Pill]