01st July 2019
Introducing THE DEDICA ANTHOLOGY
Curated, Contemporary Hôtellerie
18th June 2019...// A new brand in luxury hôtellerie, The Dedica Anthology, is officially launching to the UK market this year. Headquartered in Milan, The Dedica Anthology is a portfolio of seven distinctive hotels in select European cities: Rome, Venice, Milan, Prague, Budapest, Florence and Nice, with associate properties in Venice and Budapest and further projects under consideration.
The brand is led by visionary hotelier and successful builder of international luxury hotel brands Stephen Alden, previously CEO of the Maybourne Hotel Group and The Set. Together with his team, Stephen is shaping a new form of curated, contemporary hôtellerie, based on his guiding principle to create places where people want to be and return to.
Stephen Alden comments: “We have launched The Dedica Anthology at a time when the global hotel industry and the luxury sector in particular are evolving, and an opportunity exists to challenge and reinvent the category, creating inspiring spaces and relaxed rituals that are consciously in rhythm with our guests' contemporary lives. A beautiful hotel has the power to transform you and I think this is the new language of luxury. I feel the time is right for a champion for Italian hôtellerie to emerge, and with our particular style of hotelcraft, we are well positioned to be that champion.”
The brand name derives from the Latin verb 'Dedicare', meaning to devote one's time and effort to a task or purpose, or ceremoniously to assign a work of art in someone's honour. This reflects the sense of curation and dedication to the guest experience that are at the heart of the brand. ‘Anthology’ is a reference to the rich collection of stories represented by the hotels and their guests.
Based on values of curiosity, authenticity and open-mindedness, The Dedica Anthology holds a passionate belief that travelling should be an immersive and transformative experience in the present. Whether travelling for work, exploring a destination or just enjoying some downtime, The Dedica Anthology aims to create meaningful moments in which guests can feel alive to the vibrant pulse of life.
Each of The Dedica Anthology’s exceptional landmark properties is steeped in the soul and spirit of its location, providing the inspiration for how each is being brought up-to-date for the contemporary luxury traveller.
A robust programme of investment in design and technology is being rolled out, to ensure the hotels can feel confident and relevant to how people want to travel for the next five to 10 years. The brand is working with international design specialists such as David Collins Studio, Guy Oliver, Patrizia Quartero and Yvette Adams Interiors YAI.
A historic palace providing 21st-century comfort and style, Palazzo Naiadi offers a unique perspective on the Eternal City of Rome. Meanwhile, stylish, contemporary and conveniently central is Palazzo Matteotti in Milan, which offers sensational views of the cathedral from its rooftop terrace. A hidden gem whilst near to the buzz of Venetian culture, Grand Hotel dei Dogi combines an authentic sense of 17th-century nobility with a modern outlook, and has one of the city's largest private gardens.
The opulent New York Palace seamlessly links 19th-century Budapest with the energetic, artistic city of today as well as housing ‘The world’s most beautiful café’: the New York Café. In Prague, Carlo IV beams as a vibrant hotel housed in a splendid neo-Renaissance building and channels the magic of both ancient and modern-day Prague.
Hotel Plaza, Nice and Palazzo Gaddi in Florence are currently undergoing a pause in operations for transformational renovations. Palazzo Gaddi, which contains important paintings, sculptures, furnishings and frescoes, is being lovingly restored and enhanced. Hotel Plaza is being dynamically remodelled and will reopen as the full expression of the Dedica vision, reclaiming its historic position as an emblem of luxury hospitality on the Côte d’Azur. Both properties will be ready to welcome guests in 2020.
The Dedica Anthology (www.dahotels.com; +800 8099 8099) offers rooms at Palazzo Naiadi from €300/£267 a night based on two sharing a double room with breakfast.
For further press information please contact Alexandra Delf, Hannah Watters or Eleanor Trefusis at Ophir PR on 02077518035 or email Adelf@ophirpr.co.uk, Hwatters@ophirpr.co.uk or Etrefusis@ophirpr.co.uk
Notes to Editors
ABOUT THE DEDICA ANTHOLOGY
Unveiled in 2018, The Dedica Anthology is a new brand in luxury hôtellerie based on a portfolio of seven distinctive hotels in Italy and across Europe. Each hotel is individually named to reinforce its unique personality and sense of place. They are: Palazzo Naiadi in Rome; Palazzo Matteotti in Milan; Grand Hotel dei Dogi in Venice; New York Palace in Budapest; Carlo IV in Prague; Palazzo Gaddi in Florence; and Hotel Plaza in Nice. Additionally, there are two associate properties: Hotel Bellini in Venice and the New York Residence in Budapest. 'Dedica' refers to a dedication to the art of curated hotel-keeping, while 'Anthology' describes the collection of unique stories represented by the hotels and their guests. The Dedica Anthology creates inspiring spaces and engaging rituals in rhythm with its international guests' contemporary lifestyles, pioneering a new vision of curated, contemporary hôtellerie.
STEPHEN ALDEN, CEO
Stephen Alden is known as a visionary hotelier, a strong and collaborative leader and a successful builder of international luxury hotel brands. Trained in Switzerland, he moved instinctively into the luxury hotel business, where he has focused his career ever since. With Starwood he opened the St Regis in New York and led the St Regis and Luxury Collection brands globally. He spent nine successful years as CEO of Maybourne Hotel Group, whose flagship properties include Claridge's, The Connaught and The Berkeley – three of London's most iconic hotels. In 2016 he was appointed CEO of The Set, owner of London's Café Royal, the Conservatorium Hotel in Amsterdam and the Lutetia on Paris's Left Bank, where he redefined the modern grand hotel through a transformational renovation project.
Stephen's experience and intuitive approach drew him to take up the entrepreneurial challenge of creating a new brand in luxury hôtellerie: The Dedica Anthology. With his passion for adapting grand hotels to be relevant to today's millennial-minded traveller, along with a personal guiding principal 'to create places where people want to be and return to', Stephen Alden is shaping a new form of curated, contemporary hôtellerie.
Images: The Dedica Anthology