If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
You might divide everything in life into two categories: utility and beauty. These aren’t mutually exclusive, of course—nearly anything could be both: a shirt, a building, a relationship—the difference comes down to intention.