The renowned Geneva establishment, Le Floris, has undergone a transformation, welcoming a new French leadership team. This dynamic duo, consisting of a celebrated chef and a seasoned event organizer, is poised to redefine the restaurant’s identity and revitalize its spirit. Lionel Roques, President of Groupe Franco American, shares insights into this exciting venture.
A Natural Transition: From Events to Restaurant Life
How did a French event planning company end up opening a restaurant near Geneva?
The seeds of this unexpected journey were sown during the first COVID-19 lockdown. Lionel Roques, a seasoned event organizer with 30 years of experience, found himself reflecting on the essential role of his profession in fostering human connection. While many event companies turned to the digital realm, Roques and his team sought a new path, a way to reimagine their business in a world grappling with social distancing. Restauration emerged as a natural fourth pillar for La Franco American Image, joining their existing pillars: events, TV production, and PR. “We envisioned restaurants as true places to live, spaces that could provide a sense of belonging throughout the day, for all moments of life,” Roques explained. “It felt like a fitting response to the isolation fostered by social distancing.”
Serendipity and a Shared Vision
But opportunity often presents itself in unexpected ways, and Roques’ journey into the restaurant world is a testament to that very idea.
In July 2020, Roques was introduced to Chef Jean-Edern Hurstel, while organizing a dinner to showcase the “PolarPod” project, a collaboration with explorer Jean-Louis Etienne. With Hurstel’s Geneva connections and Roques’ roots in the Haute-Savoie region, a shared vision for a culinary project near Lake Geneva began to take shape.
Fate, it seems, had a hand in the plan. Weeks later, Roques received a call from Hurstel, who shared news that his mentor, renowned chef Claude Legras, was retiring after 50 years in the kitchen and was seeking to pass the torch to a new generation. The restaurant in question? The legendary Floris, nestled in Anières, just 10 minutes from Geneva’s city center.
It was a match made in culinary heaven, and the duo quickly moved forward, securing funding from Roques’ long-time banking partner, Caisse d’Epargne Ile-de-France, and BPI France, who were enthusiastic about supporting development during a challenging period. The transaction was finalized on December 23, 2020, just as Swiss restaurants were shutting down due to the pandemic.
A Leap of Faith and a Bold Vision for the Future
Was this a risky move? Not necessarily. While the Swiss approach to the pandemic was cautiously optimistic, Roques and Hurstel believed that the nation was poised to bounce back, a sentiment confirmed by the subsequent months. However, the initial renovation phase, which began in January, was decidedly surreal.
The Floris, with its majestic lake views, was a ship waiting to be re-imagined. It was clear that the space needed optimization, and the team’s event planning expertise proved invaluable in this endeavor. After four months of intense work, they unveiled a stunning venue, a harmonious blend of restaurant and event space, featuring a restaurant with two distinct ambiances, a covered outdoor bar, and a dedicated seminar room. All this, just a three-and-a-half-hour drive from Paris.
A Commitment to Connection: The Power of Shared Experiences
Roques’ vision for the future of dining echoes his philosophy of event planning: building community and fostering connection. “We want to create a space where people can come together and live life beyond their screens,” he emphasizes. “Distance learning is not a sustainable model for society. We believe in the power of face-to-face interactions.”
In essence, this transformation of the Floris represents more than just a new restaurant; it’s a commitment to fostering a sense of community and shared experiences in an increasingly digital world. This ambitious venture, born from both serendipity and a shared vision, promises to be a vibrant hub of activity and connection for years to come.
