Chopard, a renowned luxury jeweler and watchmaker, has discreetly opened an “anti-hotel” in the heart of Paris. This new development represents a growing trend in the French capital’s hospitality scene.
This isn’t your typical, over-the-top hotel experience. Chopard’s first-ever hotel project, 1 Place Vendôme, eschews the usual fanfare and self-promotion. There are no flashy social media posts, no influencers in bathrobes posing for the gram. Instead, the hotel embraces a philosophy of quiet luxury, a concept gaining traction in the luxury world.
A Hotel for the Discerning Few
The hotel’s understated approach extends beyond its social media presence. Located above the Chopard boutique in the prestigious Place Vendôme, it blends seamlessly into the surrounding architecture, with minimal branding and a focus on discreet elegance.
“We’re living in an age where everything is launched with a big marketing campaign and a huge event,” says Karl-Fritz Scheufele, Chopard’s spokesperson and third-generation owner. “We wanted to do things differently. In a very targeted way.”
Instead of bombarding potential guests with promotional materials, Chopard chose a more exclusive approach. They worked directly with high-end travel agencies, carefully curated their public relations channels, and restricted access to staying guests and VIP clients. This creates a sense of privacy and exclusivity, a key appeal for the hotel’s target audience.
Didier Le Calvez, a hospitality veteran and project advisor, emphasizes this exclusivity: “There is a growing clientele that seeks privacy and exclusivity. We wanted to create a semi-private hotel, like a beautiful family residence.”
A Luxurious, Intimate Retreat
Upon entering through the main blue doors and a discreet wrought iron gate, guests are greeted by a hotel butler, setting the tone for a personalized and intimate experience. The foyer features a monumental 18th-century stone fireplace, a grand staircase, and a subtle nod to Chopard’s heritage – a stunning aquamarine Murano glass bead necklace installation by artist Jean-Michel Othoniel.
The hotel’s layout echoes a stately manor home. A salon, library, bar, and a secret Chinese-inspired cigar lounge hidden behind a wall of bookshelves offer a range of spaces for relaxation and socializing.
The Winter Garden serves as a centerpiece, a glass-roofed sitting room flooded with natural light and adorned with a mosaic mural depicting an exotic jungle scene. This intricate mural, called the Animal World Collection, features thousands of cabochons (polished gemstones) depicting peacocks, leopards, monkeys, and butterflies.
A Parisian Gem
Located minutes from the Jardin des Tuileries and the Seine River, Place Vendôme is a historic square commissioned by Louis XIV, the Sun King. Its centerpiece is a towering column erected by Napoleon I commemorating the Battle of Austerlitz. This square is known for its luxury boutiques, with Chopard joining prestigious brands like Cartier, Chaumet, Boucheron, Breguet, and Jaeger-LeCoultre.
1 Place Vendôme also boasts royal lineage. Built in 1723 by Pierre Perrin, the secretary to Louis XIV, its facades and roof are listed as historic monuments.
The hotel’s name, 1 Place Vendôme, is a deliberate choice. Chopard wanted to distance the hotel from the brand’s association with luxury jewelry, allowing it to stand independently.
This strategy sets them apart from Bulgari, which heavily utilizes its brand recognition to attract guests. However, it aligns with the approaches of Audemars Piguet and Christian Louboutin, who recently opened properties under different names – Hôtel des Horlogers and Vermelho, respectively.
A Natural Extension
Florent Girardin, professor of luxury hospitality brand management at the EHL Hospitality Business School in Switzerland, sees the expansion from luxury fashion brands into the hospitality sector as a natural progression.
“Historically, fashion luxury houses are dream-selling companies,” says Girardin. “So this is a logical step.”
Luxury experiences are moving beyond simply selling luxury goods, he adds.
Opulence Redefined
The hotel’s recent renovation, overseen by designer Pierre-Yves Rochon, took four years. Walls were knocked down, ceilings raised, and the number of rooms halved to create a total of 15 rooms and suites, each designed with meticulous attention to detail.
The Paraiba Suite, named after Chopard’s Precious Lace Paraiba tourmaline necklace, features tropical-inspired hand-embroidered wall coverings. The Jade Room, with its chinoiserie décor, boasts black, red, and gold furnishings and Asian antique-inspired lattice carvings.
The Appartement Chopard on the second floor is the epitome of luxury. This gold-gilded suite features crystal chandeliers hanging from a 17-foot ceiling, a marble fireplace, and a voluminous bed canopy reminiscent of Versailles. Rates start at €14,000 ($15,400) per night, with regular rooms starting at €1,400 ($1,540).
A New Kind of Hotel Experience
Le Calvez believes 1 Place Vendôme sets a new standard for boutique hotels in Paris.
“Our positioning is that of an anti-hotel,” says Scheufele. “We’re not going to be the number one choice for first-time visitors to Paris. There are many wonderful hotels for that. We’re more for those who have already experienced Parisian hospitality and are seeking a new perspective.”
1 Place Vendôme isn’t just a hotel. It’s a luxurious, private retreat for the discerning few, a place where discreet luxury and personalized service reign supreme.
