MILAN — The fabled train born from the Belle Epoque era, attracted royalty and the rich and famous — and set the stage for one of Agatha Christie’s most famous works — is set to rise again.
Initially founded by a Belgian rail company and famous for connecting Europe with Asia, the Orient Express train embarked on its first journey, from Paris to Vienna, in 1883 and eventually extended services across continental Europe through to Istanbul. In April, and with the help of luxury powerhouse LVMH Moët Hennessy Louis Vuitton, the company is gearing up to open its first train tour and hotel in Rome overlooking the Pantheon.
Orient Express chief executive officer Gilda Perez-Alvarado talked to WWD about the grand opening, and what’s next for the Accor SA-owned brand:
WWD: Orient Express has two locations confirmed for hotel openings, with one in Venice at Palazzo Donà Giovannelli designed by Paris-based designer Asmar d’Amman and at La Minerva next to the Pantheon in Rome. What other cities may be on the horizon?
Gilda Perez-Alvarado: Orient Express has a storied past with more than 140 years of history. The idea is to follow destinations inspired by the iconic train journey, which originated in Paris taking travelers all the way to Istanbul. Any of the major cities that have a historical significance to Orient Express are the prime destinations that we’re looking at at the moment.
WWD: In terms of expansion, what is the strategy?
G.P.A.: Our focus is on being a brand that is truly bespoke, a collection. Every detail, every experience has to be tailored to the needs of our guests — everything needs to make sense.
WWD: How will the spirit of the world of transport be translated in these two new physical locations?
G.P.A.: This spirit will be brought to life in these first two locations by embracing the vision of Georges Nagelmackers, who revolutionized travel when he founded Orient Express in 1883. What we want to do is bring the magic back to travel. Travel used to be very glamorous. And we feel like travel, generally speaking, has become very commoditized. We want to bring back the Golden Age of Travel… we need to balance that element of quality and surprise.
Inside La Minerva, the Orient Express hotel in Rome.
Courtesy of Orient Express. Photo by Mr. Tripper
WWD: Rome is certainly a city that comes to mind when we talk about places that are crowded with tourists and brimming with hotels.
G.P.A.: Several of our guests would have visited Rome many times before, but our job is to make sure that they get to see Rome through a very different lens. And it’s the same thing in terms of a train journey, same thing in terms of a sailing yacht journey. Some of the elements that were part of the original Orient Express 140 years ago still ring true to today, to 2025 and beyond and is a combination of state-of-the-art engineering with beautiful, detailed craftsmanship and amazing service.
WWD: Now that you have LVMH as a major investor, will this impact your other partnerships and boutique openings? Will all the products in and around the hotel be under the LVMH umbrella?
G.P.A.: Not necessarily. Of course all elements would be considered. For others, we might consider something that is more relevant to the product or where we stand in the market. So it’s quite nuanced. Of course we are working with LVMH in other areas but the reality is that everything is tailored piece by piece, market by market, item by item.
WWD: How about in terms of onsite retail?
G.P.A. : I think what the industry is trying to do, especially at the ultra-luxury level, is to bring experiences that are bespoke or unique, tailored to that particular market. It goes back to what I said at the beginning… we want to make sure that we’re working with the local, fabulous artisans and craftsmen and also offer the best that the city has to offer, and at the same time offer items that are world-class, and are commensurate with the brand.
WWD: This is a huge attraction for Rome and this will certainly do a lot for the city.
G.P.A.: Rome is the Eternal City, and will continue to be the Eternal City forever for many reasons. There’s so much richness and culture and the people are absolutely extraordinary. An aspect that we are exploring, whether this be in Rome or in Venice, is that our properties have to be very relevant to the locals. At the end of the day, a place you’ll want to go and just spend some time. Having local roots is very important.
WWD: How will this be different from other Rome hotels?
G.P.A.: What sets this hotel apart is how deeply it connects guests to the endless history of Rome in unexpected ways. There’s so much more to discover. Where we’re spending quite a bit of time is on the guest room experience. Asking… what else is there to see? How else can you see things that you’ve seen before?
WWD: The new train will open on the outskirts of Rome’s center and in an urban area of Ostiense, where there isn’t much going on. Can you give us some details?
G.P.A.: I cannot wait for people to see what we’re going to have there. It’s gorgeous… like you’re literally transported to a different time, then you set foot on the train and off you go. It’s great. It’s an oasis in the middle of a very busy city, in this case, a very busy train station. Once you get in there, it’s like the magic starts to happen.
WWD: The are eight train itineraries that take travellers throughout Italy from the ancient caves of Matera, to the wine vineyards of Tuscany and by the coast of Sicily. The Rome to Venice to Portofino aka “Dolce Vita Tour,” whose interiors were designed by Milan’s Dimorestudio, is set to embark April 6, in line with the opening of the Hotel Minerva location. What is planned for the celebrations?
G.P.A.: Celebration planning is in progress. Orient Express La Minerva and La Dolce Vita Orient Express will open at the same time; the idea is to combine these celebrations because it’s not just about a hotel stay or a train or sailing yacht journey [the first Orient Express yacht will set sail in 2026], it’s about the entire Orient Express experience. It’s about spending a few days at a hotel, train and boat. It is about the whole journey. Right now we couldn’t be more excited about our upcoming openings, starting with La Minerva and La Dolce Vita.
Inside the Orient Hotel Venice.
Courtesy of Asmar d’Amman
Interiors of the Orient Express Dolce Vita train featuring interiors designed by Milan-based Dimorestudio.
Courtesy of Orient Express
