Armani's new hotel has just opened in Milan's Manzoni 31 building. Armani said of Milan, "I wasn't born here, but this is my city...This is an act of love for my city". The Armani Hotel Milano is in the same Griffini-designed, Thirties building as the Armani Privé boutique and Armani/Nobu restaurant. As befits a designer hotel its location is a catwalk stroll from Via Montenapoleone and della Spiga which are the top shopping districts in the fashion capital of Italy. The hotel struts its stuff pretty well too. There are 95 luxury guestrooms and suites, all furnished with Armani Casa linens, fabrics and custom furniture, Armani loves his navy and his neutrals. So rooms are turned out in iconic 'greige,' (beige/grey) cream, brown, olive and pearl. The furniture has dark wood accents. The seventh floor features a glass restaurant and the eighth floor houses an elaborate spa and gym.

The launch of the hotel at the end of last week was a grand affair with a high profile guest list that included big names like Jessica Alba, Alexandre Pato, Mary Charteris, Tallulah Harlech, Matteo Ceccarini. Maggie Gyllenhaal and husband Peter Sarsgaard. Jessica Alba dressed for occasion in a sleek black Armani Prive dress. The maestro himself looked dapper in a black suit and blue tie, as he attended the opening with niece Roberta.

Other designers have dabbled in Haute Couture hotels but Armani it seems may be planning on launching the most stylish chain of luxury hotels in the world. This is the second Armani hotel, the Armani Hotel Dubai in Dubai's Burj Khalifa tower was the first. On the horizon are hotels in New York, London and Paris and a resort in Marrakech.