At home with the Missoni family: narratives of domesticity within Hotel Missoni Edinburgh

This article explores narratives of domesticity present within the spaces, services and discourses of Hotel Missoni Edinburgh. It is argued that the hotel employs a series of marketing strategies evoking the Missoni family as a simulacrum of hosts through references to their home, their domestic practices and their lifestyle to emphasize effects of domesticity with the aim to create a sense of closeness and intimacy between the brand and its consumers. The gastronomic offerings of Hotel Missoni Edinburgh also refer to ideas of family and domesticity, elements associated with Italy and its lifestyle but also characteristic traits of the Missoni brand identity. It is further discussed how Hotel Missoni Edinburgh also employs a series of spatial strategies aimed at augmenting the connotations of domesticity of the hotel to recreate the feel of the Missoni household, producing a sort of hybrid space, also in terms of privacy, that is coherent with the Missoni brand ethos and appealing to costumers.