Armani has started taking bookings for its as-yet unopened hotel in Dubai.
The Italian fashion brand will officially open its first luxury hotel on March 18th.
Still managed by founder Gorgio Armani, the fashion company has picked Dubai and in particular the Burj Khalifa the world's tallest tower to house its first hospitality venture.
After launching its Dubai operation, Armani is expected to expand its empire, with hotels planned for Milan, New York, Tokyo, Shanghai and London.
In a statement, the firm said it "plans to open at least ten hotels and resorts within the next ten years".
The opening could hint at a return of confidence in the Dubai hospitality and property sectors.
At the end of last month, Meydan opened the gates of its £1 billion racecourse.
The massive project will be officially opened on March 27th to coincide with the Dubai World Cup.
According to the Daily Telegraph's J. A. McGrath, the Meydan project is "colossal, almost beyond comprehension in the modern context of a racecourse".