On a recent June evening, guests gathered in the magnificent dining room of the Palazzo Vilòn to indulge in a Baroque-themed dinner. The opulent room was adorned with centuries-old mirrors featuring painted cherubs, inlaid marble floors, and a luxurious ceiling that reflected the frescoes on the table’s surfaces. The interior designer raised a toast to the new hotel, describing it as a “temple of privacy and experience.” The event had a mysterious atmosphere, reminiscent of a secret password to enter an exclusive club, enhanced by operatic singing and Aqua Mirabilis-spiced wine.
The Palazzo Vilòn is an extravagant addition to the already luxurious Hotel Vilòn, located across a private garden. It occupies the tip of the long, harpsichord-shaped Palazzo Borghese, nestled between the Tiber River and the Via del Corso. The hotel offers amenities such as a swimming pool, private disco club, and lavish living rooms named after Roman gods. Its three stunning bedrooms, including one in a former chapel under a cupola, are designed to be a Roman sanctuary for Arab sheikhs, Harry and Meghan, and Hollywood royalty.
However, when actors Daniel Craig and Rachel Weisz wanted to stay for an extended visit, they found the price too high for even 007. Claudio Ceccherelli, the CEO of the Shedir Collection, which manages the Palazzo Vilòn, revealed that the asking price had too many zeros. The average cost per night for the entire property amounts to a staggering 25,000 euros, or nearly $27,000. It seems that money alone cannot guarantee a stay at this exclusive establishment.
Not far away on Via di Ripetta, amidst the heart of Rome, the newly unveiled Bulgari Hotel Roma boasts a premier one-bedroom suite with a view of the Mausoleum of Augustus. This luxurious accommodation comes with a price tag of 38,000 euros, approximately $41,000, per night.
Rome is a city known for its mix of high and low, rich and poor, emperors and commoners. Despite its centuries-old contradictions, the city is currently experiencing a surreal moment. While it becomes increasingly flooded with extravagant hotel options, it also grapples with a sense of degradation and abandonment. The streets are lined with overgrown vegetation, dumpsters overflow with garbage in the summer, and construction fencing encloses various areas all year round. Amidst the opening of these grand hotels in June, even an illegally dumped industrial refrigerator remains a sparkling eyesore just down the street. The current Roman purgatory is further compounded by the stalled traffic caused by a subway line extension that many doubt will ever function properly.
Amidst all the chaos, the rhetoric of a luxury revolution clashes with the deeply rooted skepticism of the Romans. For centuries, the locals have learned to manage their expectations and wait for promised transformations that often lead to disappointment. Many Romans question whether the investors behind these new super-luxury projects truly understand the reality of the city. Rome’s mayor, Roberto Gualtieri, reassures skeptics, highlighting the improvements in restaurants, restored museums, and future projects. Post-pandemic tourists flock to Rome, making it a popular destination, but the rise of Airbnb rentals threatens the city’s authenticity.
Mayor Gualtieri envisions a clean, functional city with the help of European Union recovery funds, church funds for the upcoming Jubilee, and his own urban renewal policies. He believes that the luxury hotels can contribute to a new Roman renaissance. Jean-Christophe Babin, the CEO of Bulgari, echoes this sentiment, stating that Rome lacked the same level of hospitality as cities like Paris. This influx of luxury establishments aims to reposition Rome as a city of the future, rather than just an open-air museum of the past.
Despite the optimism, some doubts linger. The Romans, with their innate resistance to change, can be a roadblock to progress. However, former mayors believe that change is possible, but it requires proof and tangible improvements for the residents to embrace it. Walter Veltroni, a former mayor, recalls how Romans embraced the ambitious vision set forth by him and his predecessor, Francesco Rutelli, in the early 2000s. They invested in new infrastructure and museums that showcased the city’s beauty beyond the Renaissance.
In the case of the Palazzo Vilòn and Bulgari Hotel Roma, these luxury establishments captivate with their opulence and attention to detail. The openings of these hotels have become highly-anticipated events, attracting celebrities, brand ambassadors, politicians, and influencers. Their aim is not to create exclusive enclaves for the wealthy but to become beloved destinations for Romans and visitors alike. The hope is that the emergence of these five-star luxury hotels will signify a positive change in Rome, igniting a new sense of confidence and revitalization.
