In a city celebrated for its diversity and dynamism, Toronto’s luxury landscape has been shaped by Alex Marconi’s out-of-the-box marketing strategies – not just through hotels and restaurants, but through experience itself.

Noteworthy stats: Nobu Toronto is one of the brand’s most successful launches in its 30 years of operation. When VIP access to the hotel’s reservations opened, they sold out in less than four minutes.

As founder and president of the Marconi Agency and former Global Director of Marketing for New Openings, Nobu Hotels, Alex’s ethos is simple: always do something new.

A lineage of building community
Growing up in Niagara’s vineyards, Marconi’s roots are steeped in Italian tradition: family dinners, handmade pasta, and the enduring value of community. “Food, wine, and tailoring are woven into who I am,” he says, reflecting on his heritage. “And the same goes with building meaningful connections.” Alex’s grandparents, Italian immigrants, moved to Canada in the late 1950s. His grandmother worked as a seamstress and grandfather was a lifelong barber – a social light in their tight-knit Italian community. “He was so charismatic. He knew that being a barber meant also acting as a sort of therapist. Constantly listening to problems, offering advice and establishing relationships.” He credits his sense of style, business etiquette, and confidence to both of them. “They always made sure we were dressed impeccably from head to toe and greeted every single person when we walked into a room.”

That sense of connection shaped how Alex viewed the world, and how he approached hospitality. When he landed in the hotel industry, he used it as an opportunity to find what most aligned with his skillset. “Hotels are like a microcosm, they offer an array of everything that you could choose as a career. From finance and accounting, to spas and wellness, to food and beverage, to interior design… you name it.”

After trying a bit of everything, Alex made his way into hotel sales and marketing and fell in love with the storytelling and community-driven world of marketing and PR. Beginning at the Four Seasons, where he quickly made a name for himself by curating memorable guest experiences, he found his true niche: luxury hotels.

“Hospitality is about those little moments – making people feel seen and valued – those are the real magic,” he explains. “Moments that make someone not want to stay anywhere else.” His knack for elevating the extraordinary earned him a reputation as Toronto’s opening maestro, taking hotel launches to new heights and setting standards within the city’s hospitality scene.

The Alex Marconi-effect

Fast forward to today, where Alex is the visionary behind Nobu’s historic presence in Canada. From the early days of strategizing a seamless launch to orchestrating an ultra-successful opening – one that broke records and became the brand’s most successful launch to date – Marconi’s signature touches are evident everywhere.

“I don’t like to do things that have been done before. That’s my biggest pet peeve, when someone presents an idea that I’ve already seen before. If it’s already been done, it’s a sign to try something different.” This drive to keep things interesting stems from a genuine love for his city.

“Toronto is a cultural mosaic. It’s diverse, it’s vibrant, and it’s always changing. As someone who works in marketing and PR, I carry a sense of responsibility to help evolve my city. That’s a big thing for me. I’m not just here to work a 9-5 and clock out, I am committed to introducing new experiences that Toronto has never seen before.”

For Nobu’s opening this included a reservation strategy that led to selling-out in minutes, an exclusive event during the Toronto International Film Festival with WME, partnerships with Mercedez Benz, Tiffany & Co., Don Julio 1942, and of course – Atelier Munro.

A partnership that sparks joy

“At Nobu, it’s not just about the food or the service; it’s about crafting an entire experience where people forget the clock. They connect, relax, and feel part of something bigger,” he shares. That’s why Nobu Toronto’s success, under Alex’s guidance, has always been about community, authenticity, and a thoughtful inclusion of local culture.

“There’s so much synergy in our partnership with Atelier Munro,” says Alex, who worked with our Toronto style advisors to dress the Nobu Toronto Team. Each manager designed two custom Atelier Munro suits to wear. “We knew that we wanted everyone to look different, to showcase individuality and complement different hair colors and skin tones,” explained Alex. “I can see how this collaboration sparks joy in our team.”

A good first impression is a cornerstone in hospitality, and style plays a big role in how we show up. “What’s really great about Atelier Munro is they’re not just creating great pieces, they’re also building confidence in individuals. I feel it, and I see it in our team.”

Alex experienced this firsthand with his ensemble at the Nobu Toronto opening last year. Fitted in a custom linen suit with personalized embroidery under the jacket collar that read, “Fully booked.”

Looking to the future

Along with everyone at Nobu Toronto, Alex is busy with the launch phase of the hotel which recently opened this past June.

When asked about what’s next, he lights up. His vision? To continue pushing boundaries, creating innovative experiences that elevate Toronto’s social and cultural landscape. Whether it’s debuting new collaborations or highlighting local talent, his goal is simple: keep the city engaged and inspired.

“Hospitality, like style, is about more than appearance,” he says. “A true luxury experience goes beyond what’s visible. It hinges on how you feel and the stories you create along the way.”

Inside Alex’s ideal night out at Nobu Toronto

We couldn’t let the hotel-whisperer go without getting his secret recipe for a night to remember at Nobu.

What’s he’s wearing:
I would put on my Atelier Munro black linen double-breasted blazer with a tank underneath and a nice gold chain. Paired with a black oversized trouser, and a really great loafer.

Who’s he’s bringing:
I would bring my partner Spencer. I spend a lot of time at events and hosting clients, so it’s important to carve out time for one another.

What he’s ordering:
I always start with my favorite lychee martini. It’s a Nobu signature, and I just love it. It’s such a refreshing cocktail.

For food, I always start with the whitefish tiradito, it’s citrusy with somewhat of a kick to it. I also love the crispy rice with spicy tuna, another signature dish.

I would add on the spinach salad, which has some truffle oil on top. And then of course, some edamame, black cod, and some sushi.

You always have to end with some really great Nobu sake. And I would pair that with one of our favorite desserts, the baked Alaska, made with mango and passionfruit for a delicious twist on the original.