Gucci versus Gucci in naming rights quarrel
The Gucci fashion house is taking legal action against Elisabetta Gucci, the great granddaughter of the empire’s founder, after she announced plans to launch a worldwide chain of hotels in her name.
The first, an 87-room luxury boutique hotel in Dubai, is scheduled to open this year.
The fashion house, now French-owned, has filed a lawsuit against Elisabetta Gucci.
“Following the news that appeared in the last few weeks in some international media titles and the alleged involvement of Gucci fashion house with a certain hotel project, Gucci wants to make clear that it has no relationship to Elisabetta Gucci Hotels and that it is not involved in any project whatsoever with Elisabetta Gucci Hotels,” said a statement from Gucci.
Ms Gucci, who is not involved with the fashion house and is artistic director of an Italian interiors and accessories company, plans to open 40 hotels over the next 15 years.
Lorens Ziller, the managing director of Elisabetta Gucci Hotels, said of the Dubai development that Ms Gucci was “doing her job”.
“She cannot cancel her name or her background,” he told Bloomberg.
Top luxury brands are keen to target Dubai with branded hotels. Giorgio Armani opened his first luxury hotel in Burj Khalifa, the world’s tallest skyscraper, in April, while Palazzo Versace Dubai is due to open next year.
Ian Jarrett
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