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Versace brand disappears from Gold Coast hotel market

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Versace brand disappears from Gold Coast hotel market
The world’s first luxury fashion-branded hotel is rebranding from today.

Say goodbye to Palazzo Versace and hello to the Imperial Hotel, as the 200-room luxury Gold Coast resort moves on from its days associated with the luxury Italian fashion label.

Most of the medusa motifs throughout the hotel, which aligned it with the Versace brand, are going, but the exterior of the building will stay the same.

The resort’s general manager Richard Clarke said the hotel would continue to offer a high-end experience.

“The Imperial Hotel will retain the essence of Palazzo Versace’s grand legacy, and will continue to offer the highest standard of luxury and impeccable service, to ensure an unforgettable stay for our guests,” he said.

The resort offers four event spaces, including a ballroom with banquet capacity for 320 delegates.

While the resort is promising a “seamless” transition to the new brand, the property’s team isn’t taking any chances with ensuring that an elevated guest experience remains a hallmark.

“With the dawn of the Imperial Hotel, we are committed to exceeding expectations and redefining the boundaries of luxury hospitality. We are thrilled to welcome our first guests, and we extend our heartfelt appreciation for their support,” said Clarke.

The Palazzo Versace on the Gold Coast was the first property under the brand, opening in 2000. A second resort in Dubai opened in 2016 and will continue under the Versace brand.

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