Milan is buzzing with the bold initiative of the new Plain Hotel, a luxurious retreat recently inaugurated by the famous designer Philippe Plein on September 21, 2024. One item on the menu stands out: a pizza with a staggering price tag of €1500. But what justifies such an exorbitant price? Apparently, the secret is all in the dough…
A dough with Dom Perignon
In reality, the price doesn’t seem so unreasonable when you consider the chef’s “trick.” The secret ingredient in the dough is none other than an entire bottle of Dom Perignon, which usually costs around €230 (sold for €1500). But Plein, true to his extravagant and uncompromising style, jokes: “Considering the price of Dom Perignon, it’s practically a gift from the house!”
Not too long ago, Cracco’s margherita pizza in Galleria, sold for €25, seemed like a scandalous luxury. But, apparently, times have changed.
A $40 million investment certainly doesn’t go unnoticed, and here they’re aiming high. “We’ve been working on this project for over 3 years, and now we’re in the final stages to be fully operational shortly,” Plein said during the inauguration.
Meanwhile, social media is buzzing with excitement over the initiative, and The Plain Hotel continues to make headlines. Could it all be part of a marketing strategy?
(Philippe Plain on the left)
The Plain Hotel is born in Palazzo Melzi d’Eril
The location lives up to the project: The Plain Hotel is located in Milan’s prestigious Turati area, among historic buildings and high-end establishments. Specifically, it is housed in the splendid Palazzo Melzi d’Eril, a symbol of elegance and the city’s noble past.
The €1500 pizza is just one of the many exclusive offerings of the hotel: 16 suites equipped with a gym and private sauna, 4 themed restaurants, and a nightly rate of over €1000 for a total luxury experience.
It may not be the most expensive pizza in the world (the Luigi XIII pizza from Salerno costs €12,000), but it is certainly the most expensive in Milan. The question is: will it also be the best?
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