Fashion People Podcast Summary

Episode: The Art of Hotel Merch and More
Release Date: August 15, 2025
Host: Lauren Sherman
Guest: Marie Louise Sky Ghio, Hotelier behind Il Pelicano

Introduction

In this captivating episode of Fashion People, host Lauren Sherman delves into the intricate world of hotel merchandising with Marie Louise Sky Ghio, the visionary behind the renowned Il Pelicano hotel. The discussion navigates through the evolution of hospitality in the Instagram era, the symbiotic relationship between fashion and hotels, and the innovative strategies that set Il Pelicano apart in the competitive luxury market.

Guest Background and Early Influences

Marie Louise Sky Ghio shares her formative years growing up in a family deeply embedded in the hospitality industry. Raised in Rome, her childhood was a blend of home life and the vibrant, ever-changing milieu of Il Pelicano, which her father owned. This unique upbringing fostered her innate sense of style and appreciation for elegance, influenced further by her mother's contributions to Harper's Bazaar Spain.

Marie Louise (04:50): "Growing up, Il Pelicano was our beach house, a home that felt both familiar and like a perpetual set of a fabulous film."

Her passion for creativity led her to study architecture at the Rhode Island School of Design, where she explored various artistic disciplines before returning to Italy to infuse her artistic vision into the family business.

Revitalizing Il Pelicano

Upon taking the helm, Marie Louise embarked on a mission to rejuvenate Il Pelicano, ensuring it resonated with a younger, fashion-conscious clientele without losing its timeless charm. She recounts the challenges and triumphs of redesigning the hotel’s spaces to reflect a harmonious blend of past elegance and contemporary flair.

Marie Louise (08:20): "I wanted to redo Il Pelicano for a younger crowd, to breathe new life into its timeless DNA."

Her approach was both intuitive and meticulous, ensuring that each renovation honored the hotel’s legacy while paving the way for modern aesthetics and functionality.

Pioneering Hotel Merchandising

One of the episode's focal points is Marie Louise's groundbreaking work in hotel merchandising. Recognizing the potential of the hotel shop as more than just a retail space, she transformed it into a curated experience that aligns with the hotel's brand and guest expectations.

She discusses her early collaborations with designers like Jean and Judith Tuitou of APC and Olympia Litan, which set the stage for future partnerships. The pinnacle of these efforts was the innovative collaboration with Birkenstock, where she envisioned and executed a line of elevated, stylish footwear tailored to Il Pelicano’s sophisticated clientele.

Marie Louise (26:10): "I knew exactly how I wanted the Birkenstocks—silk and raffia designs that matched the hotel's aesthetic."

This collaboration not only enhanced the hotel's brand but also cemented Il Pelicano's reputation as a trendsetter in the luxury hospitality sector.

Navigating the COVID-19 Pandemic

The conversation shifts to the impact of the COVID-19 pandemic on Il Pelicano's operations and merchandising strategies. Despite the challenges, Marie Louise capitalized on the situation by launching an e-commerce platform, allowing guests and enthusiasts worldwide to purchase exclusive merchandise online.

Marie Louise (34:01): "Launching Issimo during COVID was nerve-wracking, but it provided much-needed escapism for our clients."

This strategic move not only sustained the business during lockdowns but also expanded its reach, fostering a deeper connection with the global audience.

Maintaining Exceptional Service and Culture

Marie Louise emphasizes the importance of exceptional service in maintaining Il Pelicano’s esteemed reputation. She highlights the cultural differences in service expectations between Italy and places like Los Angeles, advocating for a personalized and heartfelt approach to hospitality.

Marie Louise (45:22): "Our job is to make people happy in a nutshell. We need people who are naturally inclined to give and care."

Her focus on hiring passionate staff and fostering long-term relationships with guests ensures a memorable and unique experience for every visitor.

Future Endeavors and Expansion

Looking ahead, Marie Louise outlines her ambitious plans to expand Il Pelicano’s legacy by acquiring and curating additional unique properties. Her vision is to create hotels that are not just aesthetically pleasing but also culturally and emotionally resonant with guests.

Marie Louise (48:55): "My mission is to create hotels that make you feel something special, places that are quirky, not perfect, and off the beaten track."

She seeks properties that embody individuality and charm, avoiding the impersonal feel of large hotel chains. This strategy aims to preserve the soulfulness and unique DNA of each hotel, ensuring they stand out in a saturated market.

Conclusion

Marie Louise Sky Ghio's innovative approach to hotel merchandising and her dedication to maintaining a heartfelt service culture have positioned Il Pelicano as a beacon of luxury and style. Her ability to blend tradition with modernity offers valuable insights into creating enduring brands in the ever-evolving hospitality industry.

Laurence Sherman (55:18): "It's so worth it to put your time and money into a place that truly makes you feel good."

As the episode wraps up, listeners are left inspired by Marie Louise's passion and strategic vision, highlighting the intricate dance between fashion, merchandise, and exceptional hospitality.

Notable Quotes

• Marie Louise Sky Ghio (04:50): "Growing up, Il Pelicano was our beach house, a home that felt both familiar and like a perpetual set of a fabulous film."
• Marie Louise Sky Ghio (08:20): "I wanted to redo Il Pelicano for a younger crowd, to breathe new life into its timeless DNA."
• Marie Louise Sky Ghio (26:10): "I knew exactly how I wanted the Birkenstocks—silk and raffia designs that matched the hotel's aesthetic."
• Marie Louise Sky Ghio (34:01): "Launching Issimo during COVID was nerve-wracking, but it provided much-needed escapism for our clients."
• Marie Louise Sky Ghio (45:22): "Our job is to make people happy in a nutshell. We need people who are naturally inclined to give and care."
• Marie Louise Sky Ghio (48:55): "My mission is to create hotels that make you feel something special, places that are quirky, not perfect, and off the beaten track."
• Lauren Sherman (55:18): "It's so worth it to put your time and money into a place that truly makes you feel good."

Final Thoughts

This episode of Fashion People offers a deep dive into the fusion of fashion and hospitality through the lens of Marie Louise Sky Ghio's innovative leadership at Il Pelicano. Her story underscores the importance of creativity, cultural sensitivity, and strategic foresight in building a lasting and beloved luxury brand.