I suspect that “one-and-done” customers (一見の客) looking to see and be seen while earning bragging rights but never to return (and there is no shortage of this customer type in Tokyo) will likely form a good chunk of the hotel’s initial customer base during its early buzz and hype phase. Culturally, an exclusive Japanese ryokan may be able to avoid this customer, but I don’t see how a Western hotel can. As for using the corporate Bvlgari connection, I don’t see how LVMH Group employees and shareholders (as mentioned by Q Shoe Guy), a very small demographic segment, can have much impact as customers on total occupancy, but with only 98 rooms, I could be wrong.
A nice colorful name for a demographic that is probably comprised of “one-and-done” customers, but I doubt that many of them are チンピラ unless you know otherwise.