After bringing the young people back to hotels with Mama Shelter, Serge Trigano undertakes, with Korian, to put the baby boomers in retirement homes – which are not, of course: talk more about “Living spaces for today’s seniors”, of “Warm place with the atmosphere of a chic and cozy country house”. Everything except an accommodation establishment for dependent elderly people (Ehpad), therefore, of which the Korian group is, with Orpea, the European co-leader. These city residences for retirees, without medical support but with hammam and hairdressing salon, will be called Casa Barbara – named after the mother-in-law, “Generous and festive”, by Serge Trigano. The first of 110 apartments will open in Levallois-Perret (Hauts-de-Seine) next spring, around ten are planned in France within two years, before an extension planned in Italy and Spain.
A surprising alliance between the Korian group, battered in recent years between a faltering stock price and accusations of mistreatment in its nursing homes, and Trigano father (Serge) and son (Jérémie), children of Club Med who have rebounded in the hotel industry connected with Mama Shelter. Their hotel concept – well – sold to the giant Accor, the Trigano had full latitude to bring their name and their marketing science to the project of a group which is more difficult to evoke the promise of “Cheerful, friendly and made with love”. Other trendy touches: the multi-starred chef Pierre Gagnaire has put his signature on menus that are different from ordinary retirement homes, and interior designer Sandra Benhamou, more used to hotels and apartments in beautiful Parisian districts. or from the Normandy coast, promise “Cheerful colors” and “Natural fibers” for residences “Like vacation homes”.
“We must recreate the link”
The place, explains the general manager of Korian, Sophie Boissard, is for “To physically fit people looking for a rich and fulfilling life”. Urban people, alone or as a couple, freed from their obligations and children, and anxious to spend their next ten years in a place close to shops and activities, before being overtaken by addiction. “The issue we are faced with at that age is loneliness, estimates Serge Trigano. We must recreate the link. “
The concept, which is already enjoying some success in Northern Europe, is also reminiscent of the Maison des Babayagas, a self-managed and participatory residence designed as a response to the isolation of women aged 60 and over. Less feminist and political, and more expensive: count 2,000 to 4,000 euros in monthly rent for apartments between 27 and 74 square meters, or about double the market price in this district on the outskirts of Paris. Each inhabitant will add between 15 and 40 euros per day for catering and activities, when he wishes.
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