Etro launches first US takeover at The St. Regis Atlanta

The St. Regis Atlanta has ushered in the summer season by unveiling a new design for its Pool Piazza, highlighted by a fabric created exclusively for the occasion by Etro, which reinterprets the Milanese Maison’s iconic paisley motif.

“The collaboration with The St. Regis Atlanta marks our first takeover in the United States, following a series of significant projects in Italy and major developments in the residential sector,” said Fabrizio Cardinali, CEO of Etro. “The lifestyle dimension of our brand, combined with the maison’s inherent eclecticism, allows for multiple interpretations while remaining faithful to our heritage. The project at The St. Regis Atlanta embodies our vision of contemporary luxury, in which spaces are elevated through creativity and a strong sense of identity.”

The new fabric- characterised by interlacing shades of pink, blue, and green set against a luminous yellow ground- has been used for the new front-of-house uniforms, the umbrellas, awnings, and decorative cushions on the poolside chaise longues, as well as for the upholstery of the seating at the café adjacent to the pool and the cushions on the hotel’s Bar Terrace.

“This collaboration brings together two iconic brands united by a profound commitment to tradition and design,” commented Julia McKelvey, director of sales and marketing at The St. Regis Atlanta. “The exclusive fabric created by Etro for our property brings new vitality to the Pool Piazza at The St. Regis Atlanta, enhancing the distinctive atmosphere that our guests know and appreciate, and further strengthening The St. Regis Atlanta’s position as the city’s premier urban resort.”