The end of a suspense that has lasted for several months: Louis Vuitton is to open its first hotel in Paris, at 103/111 avenue des Champs Elysées. This project crystallizes the diversification of the world’s largest luxury brand into the hotel-restaurant sector, initiated in France last year with its restaurant in Saint Tropez.
On Thursday September 28, the Paris departmental commission for commercial development approved the creation of a Louis Vuitton hotel at 103/111 avenue des Champs-Élysées. The site had been occupied by HSBC bank headquarters for some twenty years.
Back to basics for 103/111 des Champs-Elysées
The building was originally intended to house a new Dior flagship store. In the end, it will be another LVMH Maison that will take up residence here: Louis Vuitton.
The luxury trunk-maker will open the very first hotel establishment in its history. The choice of Paris reaffirms the brand’s French roots. It also represents a strategic break for the LVMH group, which used to test its concepts in Asia, particularly Japan and South Korea.
It’s also a return to its roots for the building, which was already a hotel when it opened in 1898. It was here that spy Mata Hari was arrested in her room and shot for high treason. In 1919, a bank was set up before the Wehrmacht took possession of the premises under Nazi occupation. After the Second World War, the HSBC bank set up its headquarters here.
Louis Vuitton’s announcement puts an end to speculation that was rife in early September, when LVMH’s flagship Maison announced the opening of a second location on the world’s most beautiful avenue.
Initially refusing to divulge the building’s intended function, Louis Vuitton confined itself to evoking “a new historic chapter” close to its iconic flagship at 101 Avenue, acquired earlier this year by the luxury group.
However, we’ll have to be patient before we can enjoy this exceptional setting with its Haussmanian façade. The 6,000 m2 Louis Vuitton hotel on the Champs-Elysées is scheduled to open in 2026.
In the meantime, the Parisian luxury house has announced that a giant Monogram trunk will cover the façade for the duration of the works.
According to an expert interviewed by Fashion Network, Louis Vuitton could pay the equivalent of 60 million euros in rent each year to occupy 103/111 Avenue.
A project in line with the revitalization of the Champs Elysées
Enthusiastically, the LR mayor of Paris’s 8th arrondissement, Jeanne d’Hauteserre, told Actu Paris that this hotel project promises “something exceptional“.
Jeanne d’Hauteserre emphasizes the heightened appeal of the Champs-Elysées, particularly in light of the renovations planned for the 2024 Olympic Games: “everyone wants to be on the Champs-Elysées.”
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Lire aussi > CHAMPS-ELYSÉES : A MUCH HIGHER FREQUENCY THAN BEFORE !
Featured photo: © Louis Vuitton
