The expansion of the luxury domain knows no limits. Co-founder of the Paris School of Luxury, Eric Briones himself seems slightly taken aback when he comments on the growing trend among the ultra-rich: “In Miami, you can buy a fully furnished apartment in Armani Casa. It will cost you 30% more than an ordinary luxury residence, but you will live, eat and sleep in the world of Armani. This is also possible with Dolce & Gabbana Casa or Bulgari. It’s going like hot cakes. Today, the house has become a full-fledged business. » The prices of these “branded” luxury residences range between 1.1 and 18 million dollars (between 1 and 16.5 million euros).
The approach is extreme but it demonstrates quite well the aspiration towards “great return to “experiential” luxury”highlighted by a study by Bain. “Experiential luxury can include catering, hotels, furniture… It doesn’t matter: the consumer wants the brand to accompany them on a daily basis, and tomorrow in space tourism”, continues Mr. Briones. Which makes Yves Hanania, president of the Lighthouse consulting firm, specializing in brand strategy and development, say: “Luxury is experienced today as an extraordinary experience. » Which does not prevent these players from staging sumptuous “concept stores”, reflecting the brand’s codes in a “universe” logic not so far removed from that of accessible luxury brands such as Sézane, Sessùn or Ba&sh .
In March 2022, after two years of work, 30 Montaigne reopened its doors on the historic site of the Dior boutique (LVMH group) in Paris. The brand’s DNA is omnipresent through the Dior Museum – where the office of couturier Christian Dior has been meticulously transposed – and the iconic models of the haute couture brand. Above all, the visitor can also have lunch or dinner in the Monsieur Dior restaurant, in cannage pattern tableware and water glasses sold a few meters away…
Concern for aesthetics
In smaller proportions, but with the same concern for aesthetics, Hermès has reviewed and corrected its Parisian boutique on rue de Sèvres, created in 2010 on the site of the former listed swimming pool of the Hôtel Lutetia. Several years of work were necessary to stage this grand bazaar of chic, with its three small wooden huts, one of which brings together the objects of the house (the art of living, the art of the table and the furniture including the Harnais table lamp sold for 7,850 euros), a beauty area, a bookstore and a café.
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