Cipriani Launches "Mr. C" Hotel Brand

Since 1931, the family-owned Cipriani brand, which got its start in Venice, has been known for its quietly elegant and luxurious bars, restaurants and clubs.

Five of Cipriani locations are in New York City, with eight others scattered around the world (London, Hong Kong, Porto Cervo, Venice, Abu Dhabi, and Istanbul). The firm's New York properties also includes the Cipriani Club Residences at 55 Wall Street and two event venues in Manhattan.

Now, Cipriani is leveraging its reputation in another area — hotels — with the launch of Mr. C, a new brand that kicks off with Mr. C Beverly Hills, which opened June 1st.

The Mr. C brand is the brainchild of twenty-something brothers Ignazio and Maggio Cipriani, the fourth-generation family members who together operate the company — Mr. C being the brothers' nicknames around the office.

They created a logo of a line drawn bow-tied proprietor who somewhat plays off the classic Cipriani logo of a bartender with a cocktail shaker, except Mr. C is (ahem!) somewhat chubbier, with an inflated bow tie to match.

Ignazio Cipriani told W magazine, "Me and my brother designed the little man with the huge bow tie. We sent it to the logo company skinny and it came back fat, but we liked it better fat, so we kept it."

Mr. C Beverly Hills, just opened and not far from Rodeo Drive, is a 138-room property that features 12 suites. Guest rooms range from 365 to 800 square feet, each with a private balcony. The rooms offer dark hardwood floors, burgundy and grey color palettes, and white accents. Vintage black and white photography graces the walls and bathrooms feature teak flooring and marble accents.

Ignazio Cipriani says, "We really tried to make it elegant, but at the same time comfortable and smart." The hotel also has five 3,000 square foot multi-level bungalows, each with a private garden, gourmet kitchen, and plunge pool.

Of course, Mr. C Beverly Hills contains a restaurant. In addition to classic Cipriani recipes such as its signature Carpaccio, Mr. C's restaurant will offer grilled dishes and pizzas. The restaurant's fare will also be available through 24-hour room service and at the outdoor pool, which has private poolside cabanas and is set among lush landscaping and gardens.

Cipriani's new hotel brand comes at a time when hotels are anxious to attract upscale travelers again, who may have downgraded their rooms during the recent economic downturn. Some new hotel brands, like Edition, have fizzled despite initial optimism. But Cipriani has been careful not to over-expand and make promises it can't keep.

The firm has every expectation that Mr. C will succeed. Says Ignazio Cipriani, "I would like it to be a hotel that is timeless. Not something that just booms in the first year and is cool for a little bit and then people move on to the next thing."