Chopard's Exclusive Haven for the Ultra-Affluent: Unveiling the Anti-Hotel
Chopard unveils 1 Place Vendôme, a discreet luxury hotel tucked away in Paris, redefining the concept of opulence for the ultra-wealthy Experience the allure of this exclusive anti-hotel, where sophistication and privacy converge in the heart of the city
Chopard, a renowned luxury jewelry and watch brand, has discreetly launched an unconventional "anti-hotel" in the center of Paris. The new venture represents a rising trend in the hospitality sector in the capital of France. At first glance, many aspects of this inaugural hotel project, such as its name "1 Place Vendôme," and the property's unique approach of minimal publicity and self-promotion, deviate from the norm.
Prior to its scheduled opening on November 15, there was a distinct lack of the typical onslaught of social media influencers posing in bathrobes, feigning natural awakenings in the luxurious 15 rooms and suites, with aesthetically arranged café crèmes and croissant breakfasts on unmade, rumpled beds.
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The hotel's social media pages are not striving for attention. As of now, its Instagram page only has one post and a little over 250 followers. Similarly, the hotel, located above the current Chopard boutique in the upscale Place Vendôme square, is easily overlooked due to the lack of branded signage to announce its presence.
The property's "Winter Garden," features a glass-roofed sitting room bathed in natural light featuring a mosaic created with cabochon gemstones.
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"In the age we live in, launching products is often accompanied by large marketing campaigns and grand events, almost ceremonial," explained Karl-Fritz Scheufele in an interview with CNN. Karl-Fritz is the third generation of the Scheufele family, owners of Chopard since 1963 and the company's current co-president. "We aimed to do things differently... in a targeted manner."
This involved direct collaboration with high-end travel agencies, being selective about their PR channels, and exclusively opening the property to staying guests and VIP Chopard clients (meaning there's no casual drop-ins for a drink at the bar).
An anti-hotel for the ultra-rich
"There is an increasing number of customers who are looking for exclusivity and privacy," commented Didier Le Calvez, a hospitality expert with a track record of managing high-end hotels such as the Four Seasons George V and Le Bristol in Paris, as well as The Plaza and The Pierre in New York. "Our goal was to establish a partially private hotel, akin to a remarkably luxurious family residence."
Upon passing through the main blue doors and opening a wrought iron gate discreetly emblazoned with a cursive "C" for Chopard, guests are welcomed into a high-ceilinged foyer by the hotel butler. There is no front desk, and no scenes of guests jockeying in line to check in or out. Instead, they are met with a monumental 18th-century stone fireplace, a grand staircase, and a giant aquamarine Murano glass bead necklace installation by artist Jean-Michel Othoniel, subtly nodding to the hotel's heritage.
The building's overhaul took four years.
Gregory Copitet
Guests can check in at a small desk located on the second floor, surrounded by shared common spaces reminiscent of a grand manor home, including a salon, library, bar, and a hidden Chinese-inspired cigar lounge concealed behind a wall of false bookshelves.
One of the hotel's standout features on the same floor is the "Winter Garden," a glass-roofed sitting room flooded with natural light and adorned with a mosaic mural that elegantly showcases Maison Chopard's Animal World Collection. The mural, crafted from thousands of polished gemstones known as cabochons, portrays an enchanting jungle scene featuring peacocks, leopards, monkeys, and butterflies.
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Place Vendôme, just minutes away from the Jardin des Tuileries and the Seine, was commissioned by Louis XIV, also known as the Sun King. At its center stands a towering column erected by Napoleon I to commemorate the battle of Austerlitz. This glamorous square in Paris is home to prestigious jewelry and watch brands, including Chopard, Cartier, Chaumet, Boucheron, Breguet, and Jaeger-LeCoultre. Place Vendôme holds a royal legacy, as it was built in 1723 by Pierre Perrin, the secretary to Louis XIV. Its facades and roof are considered historic monuments.
The family decided to name the hotel after its building's address, 1 Place Vendôme, instead of using the Chopard brand name. This decision was made to allow the venture to stand independently without the associations that come with a luxury jewelry house, according to the brand. This strategic approach differs from Bulgari, a previous leader in luxury fashion hotels, which relied on brand recognition to attract guests. Conversely, it aligns with the recent actions of Audemars Piguet and Christian Louboutin, who have both opened properties under different names: Hôtel des Horlogers and Vermelho, respectively.
According to Florent Girardin, a professor of luxury hospitality brand management at the esteemed EHL Hospitality Business School in Switzerland, the transition from luxury fashion brand to hospitality is a seamless one. While the Four Seasons or Ritz may excel in providing exceptional service, luxury fashion houses are experts in crafting and conveying desirability.
Regular rooms start from at $1,540 per night, with the prestigious Appartement Chopard set at $15,400 per night.
Gregory Copitet
"Historically, fashion luxury houses are dream-selling companies" Girardin said. "So this is a logical step."
Luxury experiences are also outgrowing the sale of luxury goods, he added.
Designer Pierre-Yves Rochon spent four years renovating the building, knocking down walls, raising ceilings, and reducing the number of rooms to create 10 suites and five rooms. The Paraiba suite, designed by Chopard co-president Caroline Scheufele, features tropical-inspired hand-embroidered wall coverings, while the Jade room boasts chinoiserie with lacquerware and Asian antique-inspired lattice carvings. The luxurious Appartement Chopard on the sixth floor takes luxury to another level with its gold-gilded suite, crystal chandeliers, marble fireplace, and a grand bed canopy. The rates start at â¬14,000 ($15,400) per night for the suite and â¬1,400 ($1,540) for regular rooms.
While Paris boasts several 17th and 19th century mansions transformed into boutique hotels, Le Calvez believes that 1 Place Vendôme sets a new standard.
"Our goal is to redefine the concept of a traditional hotel," Scheufele explained. "We don't aim to be the top choice for first-time visitors to Paris, as there are already many outstanding hotels catering to that market," he added.
"I think were more for someone who has already seen a large part of hospitality in Paris and is looking for a new perspective."
