Hilton is converting the former Palazzo Versace on Australia's Gold Coast into an LXR property, and the renderings are predictably stunning. The question I keep asking... and nobody at headquarters keeps answering... is what happens when the luxury promise meets a three-person overnight team and a building that wasn't designed for this brand.
Hilton just signed a former Palazzo Versace on the Gold Coast as its first LXR property in Australia, banking on a 2027 relaunch and the 2032 Olympics. The brand promise sounds gorgeous... the owner math is where it gets interesting.
Hilton is planting the LXR flag in Australia by converting the former Palazzo Versace on the Gold Coast, and the renderings are stunning. The question nobody at headquarters wants to answer is whether a collection brand can actually deliver a luxury promise inside someone else's architectural ego.
