Known around the world as being a luxury and fashionable hotel, the Palazzo Versace on the Gold Coast, Australia, is set to undergo a rebrand. The Italian fashion house has chosen not to renew its naming rights, and as of the 1st of August 2023, the hotel will be known as the Imperial Palace Hotel.
Opened in 2000, the Palazzo Versace soon became one of the most popular hotels in the Gold Coast area. The property was initially constructed three years prior by Soheil Abedian of Australian property development company, Sunland Group. A second Palazzo Versace property was opened in 2016 in Dubai.
The hotel was part of an AU$200 million spend when it first opened, and has since been recognised for its statement features such as exuberant furniture and marble finishes.
General Manager of the former Palazzo Versace property on the Gold Coast, Richard Clarke, said that The Imperial Palace will continue to operate as a five-star hotel, delivering world-class service and opulent comfort for guests.
“We’re also thrilled to reveal that the existing furniture, crockery and amenities will remain within the property during this temporary period,” said Clarke.
The name and branding change will require remodelling of particular parts of the property, with thousands of Medusa tiles set to be removed.
The 200-room hotel is located between Broadwater and Main Beach, and with a plan to open a new precinct in the Main Beach corridor, owners of the property are confident that there will be a continuation of the travel resurgence on the Gold Coast.
“It is our ambition to retain the property, with plans to undergo an extensive renovation and possible rebrand,” said Owners.
The hotel is currently in a ‘transitional stage’ and will reopen after the withdrawal of Versace branding is complete.
