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At the new Maison Moschino hotel in Milan, the signature quirkiness of the Italian fashion brand extends into surrealist suites, fantastical foyers and extraordinary cuisine.

While the new Armani hotel in Dubai is garnering acres of publicity for what might be said to be a predictable concoction of minimalist lines and earthy tones, another fashion-branded hotel has quietly opened with a more unusual offering. At the Maison Moschino hotel in Milan there is more than sleep on the menu, with dreams an integral part of the experience. Here, behind a historic façade that dates back to 1840, the Italian fashion brand’s famous lampshade dresses become just that, while other accessories also become lighting, and nothing else is as it seems.

“The common thread connecting the rooms is a fairy tale theme because to sleep is perchance to dream, and dreams are fairy tales that we are allowed to experience first hand, the fables of a fantasy world that we have created,” says Rosella Jardini, the Creative Director of Moschino, who designed the hotel in cooperating with Jo Ann Tan.

What Jardini refers to are suites such as the “Sleeping in Eveningwear” room, where a hanging ball gown becomes the bed, the “Petals Room”, where rose petals appear to delicately fall from the chandelier, and “Alice’s Room”, which makes references to the dreamy world of Alice in Wonderland. Sixteen playful themes are spread across 65 guest rooms, each one unique.

Surrealism is in the details, with the restaurant a particular feat of fantasy. Head chef Moreno Cedroni serves breakfast in a shoebox and dinner with a palette-cleansing toothbrush complete with edible toothpaste and a sake-based mouthwash. Cedroni’s signature colorful sushi is the most recognizable dish on the menu.

Some reality remains within this fantasy-like world: a bar and gym completes the set up, its location near Corso Como is central and convenient, and standards are of such a high quality that the hotel opened as an instant member of the Design Hotels group.

“I believe it will never betray its origins,” says Jardini of the timelessness of her imaginative creation. “It is completely unlike other hotels and it has the courage to reveal the high quality workmanship that built it.” And it is for those reasons that the extraordinary Maison Moschino will be far more than a one-season wonder.

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