While an Armani spokesperson denied it and developer Prime Investors Capital said it has not yet chosen an operator, The Daily Mail in London reported on Tuesday that the Italian fashion house is hoping to design the iconic Admiralty Arch into a £100 million (US$155 million) Armani hotel.
According to The Daily Mail, the 100-room hotel will be designed by Giorgio Armani himself at a cost of £600,000 (US$929,000) per room if the deal goes through.
The hotel, which sits at the ceremonial entrance from Trafalgar Square to the Mall that leads to Buckingham Palace, would open in December 2015 with a restaurant and bar, and an Armani boutique.