It's a glittery, fashion-crazy metropolis that the designer Giorgio Armani recently dubbed the new New York.
Those around him agree that the hotels are perhaps Armani's most ambitious project yet.
Often photographed towering affectionately over Armani, she has become the second-most-recognizable face of the brand.
The 42-year-old Camerana joined Armani 12 years ago after cutting his teeth in the food industry.
"Giorgio Armani SpA has become huge, and there are few people managing it, " says Armani.
Armani says he felt that Hooks wasn't aggressive enough in pushing the retail strategy.
The late 1970s and early 1980s began a period of huge expansion for Armani and Galeotti.
He gave it away to Giorgio Armani , who donated it to the sale.
In one shot he is wearing a smoking jacket from Ferragamo paired with sweatpants from Armani.
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Mr Armani's hotel plans are altogether more ambitious, and the danger of brand dilution much greater.
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Armani's Dubai hotel, due to open in 2007, will be an exception, however, with 250 rooms.
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Because small is considered more exclusive, Armani and Bulgari plan to launch mostly smallish five-star hotels.
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By Armani's own estimation, the current management team is small and hasn't been in place for long.
"We had no money at the time, and yet Galeotti had rented it for me, " recalls Armani.
Selena Gomez wore a slinky, backless platinum gown by Giorgio Armani escorted by a tuxedo-clad Justin Bieber.
So far Mr Armani has managed to control his brand tightly despite dabbling in many different businesses.
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In the past two years, he's brought us big stories on Armani, Zegna and Inditex's Zara chain.
Most luxury brand shops, including Gucci, Dior and Armani, are closed with fears of a sudden blackout.
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Which route will names like Giorgio Armani and Gianfranco Ferre take when their owners decide to retire?
This would let Mr Armani retain control, on condition that Gucci buys him out when he retires.
Armani sees his business eventually in the hands of this group he calls I Fedeli, or the faithful.
Like its competitors, Armani touts that hotels give them a better base from which to truly sell a lifestyle.
"Women are much more interested in seasonal change than men are, " says Armani.
But it has an understated interior that is curato, or polished, as Armani likes things to be, and comfortable.
"At the end of the cassette, all he said was, 'Thank you, thank you, thank you, ' " recalls Armani.
Until then, Armani had largely outsourced the manufacturing of clothes, shoes and handbags.
After attending briefly, Ms. Ecclestone got a job at an Armani retail store, which she quit after six months.
But so are Armani suits and weekend homes, and they all consume resources.
Only he could make a sweater vest look classier than an Armani suit.
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On the red carpet, Jessica Chastain's dusty rose Armani gown earned particular raves.
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