Hôtel Costes, a name synonymous with Parisian chic, is more than just a hotel; it’s a lifestyle brand. The ground floor restaurant and bar, located in the upscale 1st arrondissement, pulsates with an energy that attracts models, fashion icons, and celebrities. Elodie Costes, the creative director, reveals the hotel’s appeal: “The lights are low, creating an intimate, club-like atmosphere that sets it apart from the city’s bustling energy.”
The A-list has taken notice. Rihanna, Beyoncé, and even Kevin Spacey have dined at the hotel. During haute couture fashion weeks, the hotel is fully booked. It has collaborated with Alexander Wang, and its signature Hôtel Costes music, curated by DJ Stephane Pompougnac, has sold a staggering six million copies worldwide.
The Costes Formula: Sound, Sights, and Secrecy
So how has Hôtel Costes become a global phenomenon? It’s a combination of sound, sights, and a carefully cultivated sense of mystery.
Music is a key element. “We have music for every mood,” Elodie explains. “From morning to night, we curate a unique mix of contemporary, vintage, and hidden musical treasures.” This distinctive soundtrack has even reached the masses through the Costes Channel on Apple Music.
The lighting is intentionally dim and carefully adjusted to create a mood. “People want to copy the atmosphere here, but it’s hard to explain,” says Elodie. “It’s something special.”
The Costes siblings have chosen to remain under the radar. They limit press access, avoid public relations agencies, and don’t allow bookings on third-party websites. This strategy adds to the hotel’s speakeasy-style mystique.
Counter-Cultural Coolness
In an era of constant branding, Hôtel Costes embraces a counter-cultural approach. The hotel magazine “talks about everything except for us.” Their Instagram account, launched recently, is a visual representation of the Costes lifestyle: sultry, sexy, and moody images rather than flakey croissants. Photography is taken seriously. Dutch photographer Arno Nollen spent almost a year at the hotel, capturing its essence in a limited-edition book.
A Legacy of Trendsetting
The Costes legacy started in 1983 when brothers Jean-Louis and Gilbert founded their first venture, Cafe Costes. They were pioneers in the boutique hotel category, and Jean-Louis was even dubbed “a Parisian version of Ian Schrager” by The New York Times.
They have always possessed an uncanny ability to anticipate trends. In 1995, they opened Hôtel Costes with a unique décor. Inspired by Napoleon-era design with a modern twist, it defied the sleek, clean lines popular at the time. French designer Jacques Garcia brought a baroque touch, proving that 17th and 18th-century décor could be contemporary and chic.
Beyond the Hotel: The Costes Brand
Hôtel Costes has successfully transitioned into a branded product line. Olivia Giacobetti, a renowned French perfumer, created a signature candle scent that captures the essence of the hotel. Eres, a luxury swimwear and lingerie brand, partnered with Hôtel Costes to create a glamorous bathing suit. The Costes siblings’ strategy is evident in this partnership: understated and discreet. The bathing suits were not even displayed at the hotel spa.
The Costes brand extends beyond candles and bathing suits. They even have a dedicated flower shop selling roses. The unexpected, a core element of the hotel’s identity, is evident in the large indoor pool and steam room, offering an urban oasis beneath the bustling nightclub.
A Future of Mystery and Modernity
Hôtel Costes is poised for expansion, tripling its size in a new phase set to be completed in Fall 2018. However, the Costes siblings remain secretive about the details. Modern rooms with panoramic city views are planned, but the baroque style will not be replicated.
“We don’t want to define the place,” says Elodie. “Since the beginning, we’ve kept a low profile. We want people to discover the hotel for themselves.” Hôtel Costes remains a mystery, an experience, and a true testament to the power of understated cool.
