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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-\u00c9lys\u00e9es. The site had been occupied by HSBC bank headquarters for some twenty years.<\/p>\n
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The building was\u00a0originally intended to house a new Dior flagship store<\/strong>. In the end, it will be another LVMH Maison that will take up residence here: Louis Vuitton.<\/strong><\/p>\n <\/p>\n The luxury trunk-maker will open\u00a0the very first hotel establishment in its history.<\/strong> The choice of Paris<\/strong> reaffirms the brand’s French roots. It also represents a strategic break<\/strong> for the LVMH group, which used to test its concepts in Asia, particularly Japan and South Korea.<\/p>\n <\/p>\n It’s also a return to its roots for the building<\/strong>, which was already a hotel when it opened in 1898<\/strong>. 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.<\/p>\n <\/p>\n <\/p>\n Louis Vuitton’s announcement puts an end to speculation<\/strong> 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.<\/p>\n <\/p>\n Initially refusing to divulge the building’s intended function, Louis Vuitton confined itself to evoking “a new historic chapter<\/strong>” close to its iconic flagship at 101 Avenue, acquired earlier this year by the luxury group.<\/p>\n <\/p>\n <\/p>\n However, we’ll have to be patient before we can enjoy this exceptional setting with its Haussmanian fa\u00e7ade. The 6,000 m2 Louis Vuitton hotel on the Champs-Elys\u00e9es is scheduled to open in 2026.<\/strong><\/p>\n <\/p>\n In the meantime, the Parisian luxury house has announced that a giant Monogram trunk<\/strong> will cover the fa\u00e7ade for the duration of the works.<\/p>\n <\/p>\n 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.<\/strong><\/p>\n <\/p>\n <\/p>\n Enthusiastically, the LR mayor of Paris’s 8th arrondissement, Jeanne d’Hauteserre, told Actu Paris that this hotel project promises “something exceptional<\/strong>“.<\/p>\n <\/p>\n Jeanne d’Hauteserre emphasizes the heightened appeal of the Champs-Elys\u00e9es<\/strong>, particularly in light of the renovations planned for the 2024 Olympic Games: “everyone wants to be on the Champs-Elys\u00e9es.”<\/p>\n <\/p>\n The town councillor refers to the numerous urban development projects<\/strong>, in particular the standardization of equipment on the avenue’s various terraces between now and April 2024, with the aim of restoring a strong identity to the district.<\/p>\n <\/p>\n In fact, the mapping of the district is being reinforced, with the upper part of the avenue becoming a luxury playground<\/strong> and the lower part devoted to sports brands. The forthcoming opening of the Lulu Lemon and Foot Locker flagships is a case in point.<\/p>\n <\/p>\n According to the barometer published by Cushman & Wakefield, the leading prestige real estate company, footfall on the avenue is up 15% year-on-year.<\/strong> Footfall is at an all-time high, exceeding pre-covid levels by 80%.<\/p>\n <\/p>\n Mytraffic, Europe’s leading flow analysis company, has calculated that over a million pedestrians cross the avenue every month.<\/strong> This represents as many potential customers for the surrounding stores, but also for the nearby hotels.<\/p>\n <\/p>\n As Christian Dubois, partner at Cushman & Wakefield, explains, “72% of the clientele on the Champs-Elys\u00e9es comes from tourism<\/strong>, whether French or international.”<\/p>\n <\/p>\n The Champs-Elys\u00e9es<\/strong> even ranks third among Europe’s busiest shopping avenues<\/strong>, behind Gran Via in Madrid and Oxford Street in London.<\/p>\n <\/p>\n This renewal comes at a cost: space rental costs an average of 16,350 euros per m\u00b2 per year.<\/strong><\/p>\n <\/p>\n <\/p>\n Until now, Louis Vuitton has been known primarily for its leather goods and ready-to-wear collections<\/strong>. Since January 2020, the powerhouse of the world’s leading luxury brand has been diversifying into the hushed world of hospitality management<\/strong> with its very first caf\u00e9 and restaurant, in Osaka, Japan.<\/strong><\/p>\n <\/p>\n It wasn’t until June 2022, however, that the French were able to sample this new terrain of expression with the opening of a restaurant<\/strong> in the brand’s colors within the White 1921 hotel, in the charming Mediterranean climate of Saint-Tropez<\/strong>. An ephemeral culinary address renewed last summer<\/strong> by the talented duo Arnaud Donckele and Maxime Frederic.<\/p>\n <\/p>\n Until now, the LVMH group has had little presence in the hotel world<\/strong>, owning essentially five Cheval Blanc<\/strong> establishments and 47 Belmond Hotels<\/strong>, trains and cruises (including the Cipriani in Venice, the Copacabana Palace in Rio and the Splendido in Portofino).<\/p>\n <\/p>\n As for branded hotels, Bvlgari was the first to take the plunge in Milan in 2004<\/strong>, thanks to a joint venture with the Marriott group. Since then, LVMH has opened 13 Bvlgari hotels.<\/p>\n <\/p>\n Hospitality is a fast-growing sector, enabling the LVMH group to reach out to a new clientele<\/strong> that is both connected and well-traveled.<\/p>\n <\/p>\n By offering exceptional emotional and sensory experiences, the hotel also represents a hitherto underestimated access point<\/strong> for aspirational (coffee, events, catering, coworking, etc.) and affluent customers.<\/p>\n <\/p>\n The future H\u00f4tel Louis Vuitton is set to embody the values of the eponymous Maison and its ode to travel.<\/p>\n <\/p>\n\n<\/p>\n \t\tThe first Louis Vuitton Hotel in Paris<\/h2>\n
An ambitious luxury hotel, opening in 2026!<\/h2>\n
A project in line with the revitalization of the Champs Elys\u00e9es<\/h2>\n
Hospitality, a fast-growing field for LVMH<\/h2>\n