Located at Milan Malpensa Airport, the 162-bedroom property is expected to be the first in a portfolio of nearly 150 hotels due to open worldwide over the next 10 years. Future locations include Aberdeen and London, with 11 set to open across Europe by the end of 2016.
Marriott International is developing the brand in conjunction with Inter Hospitality Holding, a division of the Inter Ikea Group. Norwegian hotel management and development company Nordic Hospitality is operating the first Moxy hotel under a franchise agreement.
Tina Edmundson, global brand officer for Marriott International's luxury and lifestyle brands, described Moxy as "the essence of the next generation traveller, not only Gen X and Y but guests with a younger sensibility, for whom contemporary style is paramount".
"Every aspect of Moxy Hotels has been thoughtfully researched and crafted to reflect and deliver on the ever changing lifestyles and expectations of this fast-growing customer segment."
Features in the public areas include a lounge with sealed concrete floors and a 24/7 café serving sandwiches, salads, fresh juice and coffee, alongside cocktails and craft beers. Meanwhile, the uncluttered bedrooms will provide 42" LCD flat screen televisions, free WiFi and floor-to-ceiling art work.
Room rates at the Moxy Milan will start at â¬79 (£62), with an opening rate of â¬55 (£43) available from 1 September to 31 October 2014.