Imagine a hotel so exclusive that it avoids the usual fanfare and social media hype, a haven for those who appreciate quiet luxury. Chopard, the renowned luxury jewelry and watchmaker, has unveiled its first-ever hotel, 1 Place Vendôme, in the heart of Paris, marking a new wave in Parisian hospitality.
This is no ordinary hotel. It eschews the traditional grand opening with influencers flaunting their stay and the typical barrage of social media posts. In fact, the hotel’s Instagram page, at the time of writing, boasts a single post and a modest following of just over 250.
A Discreet Oasis in the City of Lights
Hidden away in the prestigious Place Vendôme, 1 Place Vendôme is a subtle escape, with minimal branding and a deliberate lack of fanfare. The building itself, nestled above the existing Chopard boutique, almost blends into the surrounding architecture, an intentional choice reflecting the “quiet luxury” ethos embraced by a growing number of discerning individuals.
This deliberate approach, a “stealth launch” as it’s called, is a departure from the conventional loud marketing campaigns that typically accompany new product launches. As Karl-Fritz Scheufele, third-generation owner of Chopard and spokesperson for the hotel, explained in an interview with CNN, “We wanted to do things differently… In a very targeted way.”
This strategy involved discreetly collaborating with high-end travel agencies, carefully curating their PR channels, and restricting access to staying guests and select VIP Chopard clientele. The hotel is not a place for casual drop-ins, only for those who seek an exclusive and private experience.
“There is a growing clientele that seeks exclusivity and privacy,” remarked project advisor Didier Le Calvez, a seasoned hospitality expert with a distinguished portfolio that includes prestigious hotels like the Four Seasons George V, Le Bristol in Paris, and The Plaza and The Pierre in New York. “We wanted to create a semi-private hotel, like a really beautiful family residence.”
An Experience for the Ultra-Rich
Stepping into 1 Place Vendôme is like entering a luxurious private residence, a world away from the bustling Parisian streets. After passing through the iconic blue doors and a wrought iron gate discreetly emblazoned with a “C” for Chopard, guests are welcomed into a grand foyer with soaring ceilings.
No bustling front desk or long queues here. Instead, a monumental 18th-century stone fireplace, a majestic staircase, and a stunning aquamarine Murano glass bead necklace installation by artist Jean-Michel Othoniel greet guests, subtly hinting at the hotel’s refined heritage.
Check-in is conducted at a discreet desk on the second floor, where shared common spaces are arranged like a stately manor home. A luxurious salon, a well-stocked library, a cozy bar, and a hidden Chinese-inspired cigar lounge behind a wall of false bookshelves offer a world of secluded elegance.
A Jewel in the Crown: The Winter Garden
One of the hotel’s most captivating spaces is the Winter Garden, a glass-roofed sitting room bathed in natural light, showcasing the exquisite craftsmanship of Maison Chopard’s Animal World Collection. Thousands of polished gemstones, known as cabochons, adorn a mosaic mural depicting a vibrant jungle scene, teeming with peacocks, leopards, monkeys, and butterflies.
1 Place Vendôme’s location in Place Vendôme, a square steeped in history and luxury, adds an air of prestige to the hotel. Commissioned by Louis XIV, the Sun King, the square boasts a towering column erected by Napoleon I, a testament to the battle of Austerlitz. This iconic square is home to renowned jewelry and watch brands, including Cartier, Chaumet, Boucheron, Breguet, and Jaeger-LeCoultre, making it a veritable jewel box of luxury.
The building itself holds a regal lineage. Constructed in 1723 by Pierre Perrin, the secretary to the Sun King, its façades and roof are designated as historical monuments.
A Strategic Departure from Brand Recognition
In a bold move, the Scheufele family chose to name the hotel after its address, 1 Place Vendôme, rather than the Chopard brand. This intentional choice, they explain, allows the hotel to stand on its own merit, free from the associations often linked to a luxury jewelry house.
This strategy diverges from the approach taken by Bulgari, one of the pioneers in luxury fashion hoteliers, who relied on brand recognition to attract guests. However, it aligns with the strategies of Audemars Piguet and Christian Louboutin, who have recently opened properties under distinct names, Hôtel des Horlogers and Vermelho respectively.
Florent Girardin, professor of luxury hospitality brand management at the prestigious EHL Hospitality Business School in Switzerland, believes the move from luxury fashion brand to hospitality is a natural progression. “Historically, fashion luxury houses are dream-selling companies,” Girardin said. “So this is a logical step.”
Girardin also emphasized the growing trend of luxury experiences exceeding the sale of luxury goods.
Luxury Redefined: A Symphony of Opulence
Under the meticulous direction of designer Pierre-Yves Rochon, 1 Place Vendôme has undergone a complete transformation, taking four years to complete. Walls were demolished, ceilings raised, and the number of rooms halved to create 10 lavish suites and five opulent rooms.
The hotel’s interior design reflects the artistry and craftsmanship that define Chopard’s legacy. Each space is meticulously curated, with a distinct character and a touch of opulent whimsy.
The Paraiba suite, named after Chopard’s Precious Lace Paraiba tourmaline necklace, boasts tropical-inspired hand-embroidered wall coverings, while the Jade room exudes a captivating chinoiserie aesthetic with black, red, and gold furnishings, evocative lacquerware, and intricate Asian antique-inspired lattice carvings.
But the true pinnacle of luxury resides in the Appartement Chopard on the second floor, a gold-gilded haven with crystal chandeliers suspended from a towering 17-foot ceiling, a marble fireplace, and a voluminous bed canopy reminiscent of Versailles. Rates for this opulent suite start at €14,000 ($15,400) per night, while regular rooms are priced at €1,400 ($1,540) per night.
While Paris boasts a collection of boutique hotels housed in converted 17th- to 19th-century mansions, 1 Place Vendôme elevates the luxury hotel experience to a new level.
An Anti-Hotel for the Discerning Traveler
“Our positioning is that of an anti-hotel,” explained Scheufele. “We aren’t going to be the number one choice for first-time Paris visitors; there are plenty of wonderful hotels to fill that position,” he said.
“I think we’re more for someone who has already seen a large part of hospitality in Paris and is looking for a new perspective.”
1 Place Vendôme is not just a hotel; it’s a meticulously curated experience designed for those who appreciate quiet luxury, exclusivity, and a touch of understated elegance. It’s a sanctuary for the discerning traveler who seeks something beyond the ordinary, a haven where history, art, and timeless luxury converge.
