Fashion clients interested as much decoration

There is not that the directors of palace to rub the hands of the wealthy tourists France return this summer. Etienne Cochet welcomed him also found dynamism of one of the activities of the capital. Director-General of home & objects, the most important Parisian exhibitions organized twice a year in Paris-Villepinte, he sees the rise of the luxury hotel the way to revive the activity of customers exhibitors, hit two years. "It is the crisis in the furniture and the world of decoration and design," he acknowledges. Anything that can rekindle the engine of growth is therefore welcome.

Change of shareholders of the Lutetia and Crillon, the recent renovation of the Bristol soon, (renamed Royal Monceau - Paris Raffles Royal Monceau) and especially the opening in the months of new 5-star and more Asian (Shangri La, Mandarin Oriental and later Peninsula...) provide in his eyes "unique opportunity to make Paris the unchallenged platform in the universe of the House and the art of living more generally. Because that says said palace decoration sumptuous and frequently renewed, boon to development specialists, OEM, architects, designers and publishers present at House & objects. The offices of the major hotel groups are regulars for their booths "of Starwood Capital is hard for 15 years," is Etienne Cochet. Luxury hotel also played in the emergence of new market segments, the outdoor furniture ("outdoor") from a small decade by the multiplication of the tourist "resorts", Bali, Dubai and the United States.

The strengths of Paris

For home & objects, this autumn session is all the more important that show has expanded more than 15,000 additional square metres with the creation of an eighth exhibition hall accompany the integration of furniture Paris, bought two years ago to strengthen the positioning of Paris to Milan. The Lombard capital already hosts the largest world exhibition of furniture. This undisputed supremacy does not preclude Etienne Cochet want that Paris better defend its assets. Let's start with the motherboard of the Habs luxury, called for more interested in the universe of the House and the art of living. "Fashion clients interested as much decoration." "The House and more generally the art of living is a great tool for communication and marketing", he said in extolling the transversality between two worlds. The luxury and fashion has also means without common measure with those of the actors of the furniture and decoration.

The first to have played in great convergence are Italian (Versace, Armani, Missoni, Bulgari...), who develop complete lines of furniture and accessories for the home, and do not hesitate to use their claws on hotels. In France, attempts are more recent, such as Jean-Paul Gaultier, who signs a new line for Roche Bobois. But Cheval Blanc, the prestigious grand cru Bordeaux of LVMH (owner of the group Les Echos), is now available in hotel concept. And the future Hermès boutique on the left bank will be a place of choice to decoration and furniture.

Helping to feed the image of the brands, create these new territories of expression of additional sales for their licensees. Example with the Italian company Luxury Living, which designs and manufactures for twenty years the line Fendi Casa that it has started with a simple cushion to the logo of the brand. "What better that his house or his yacht to express her style", said his boss, Alberto Vignatelli, which the customer is essentially "new" rich Chinese. "Our customers have a lot of cash and very little time." "We do not sell not furniture, we their offer a full design service for their project", he said. With a turnover of some EUR 60 million, his company is at the head of a dozen shops in Italy, in the United States and, since last February, in Paris. After Kenzo, signed two years ago, Luxury Living is poised to launch Valentino Home, whose first collection will be unveiled in January in Paris.