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Inspiration
L’Étoile des Baux, on the Slopes of the Alpilles, the First Iconic House Holiday Home
“Entering the intimate world of a creative spirit” just a stone’s throw from the enchanting village of Les Baux-de-Provence in a “unique, distinctive and immersive” place in perfect communion with Provençal countryside: a fantasy that has become a reality for entrepreneurial brothers Thibaud Elzière and Robin Michel! Two local boys who have brilliantly brought the Étoile des Baux to life. A project at the frontier of the hotel concept and the “home of an imaginary artist” that reinterprets the principle of hospitality. The first in their Iconic House collection of private holiday homes, this eight-suite property is spread over three buildings and features – among other things – “a superb rock swimming pool, an open-air cinema, an open-air theatre, a sports room and gym, a petanque court, a cabin for the children and an artists’ studio where you can let your imagination run wild”, offering its happy guests an immersive experience where “art is everywhere. Against the backdrop of the Alpilles regional natural park! This privileged location is reflected in the interior design of this new breed of guest house. Assisted by art curator and artistic director Joséphine Fossey in giving substance to their vision of a master artist’s interior, the duo has created a lavish setting in which around one hundred works of art coexist. Some of these creations were “commissioned and designed for the place”, such as the fresco in the living room by Florence Bamberger, the bookshelves by Henri Canivez and the sculptures by Thalia Dalecky. Artworks are interspersed here with a selection of furniture, some of which – including the Rotondo sofa and the Classica chairs – are from The Socialite Family collection. For a warm setting where guests indulge in a range of “exclusive local experiences” with friends and family! From an introduction to the art of blacksmithing in the garden to a day with the herdsmen at a Camargue ranch that is usually closed to the public: these are all highlights that “blend art and nature”, and help you to explore the region to the full.
L’Étoile des Baux, D78G, 13520 Les Baux-de-Provence. Reservations on 06 18 74 90 62 or on their website www.iconic.house/letoile-des-baux. Are you an architect, decorator, hotelier, restaurateur or a company looking for pieces of furniture to bring your project to life? Contact our Pro Service at pro@thesocialitefamily.com for tailor-made assistance and discounts on pieces from our collection.
Location
Provence
Author
Juliette Bruneau
Photos and videos
Eve Campestrini
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Our ambition with Iconic House is to develop a strong brand in the hospitality world, creating a seamless link between the hotel industry and the holiday rental business (...)
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TSF
Robin, Joséphine: would you introduce yourselves, please?
Robin
I’m co-founder of the start-up Joone and a former headhunter in the tech ecosystem; I co-founded Iconic House eighteen months ago with my brother Thibaud Elzière, a tech entrepreneur and business angel.
Joséphine
As an art curator, art director and decorator, I’m the founder of a creative laboratory dedicated to a lifestyle where the “total art” concept is the fundamental principle. For each project, my team and I reveal the soul and identity of a place or a brand through inspired and inspiring experiences and by ensuring total consistency (graphic identity, interior design, art collection, and so on). As a result, we developed the idea of an artistic and human adventure, based on encounters, a variety of disciplines and widely diverse talents.
TSF
Robin, you run the Iconic House collection with your brother Thibaud. Tell us about the concept behind your hotel group.
Robin
Iconic House is the first private collection of hotel-style houses. We manage our own properties: this allows us to go much further in the design, decoration, service and overall experience we offer our guests. Our ambition with Iconic House is to develop a strong brand in the hospitality world, creating a seamless link between the hotel industry and the holiday rental business and taking the best of both environments. We aim to appeal to a discerning clientele (leisure or business) who prefer the space, privacy and freedom of a private home to that of a luxury hotel, but without compromising on the service or experience.
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Above all, we wanted to make it a unique, distinctive and immersive place. We envisioned this property as a dream holiday home.
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TSF
Here we are at L’Étoile des Baux in the heart of the Alpilles. A residence halfway between a guest house and an artist’s house, built into the rock. What new experience are you offering here?
Robin
At the Étoile des Baux, we enter the intimate world of a creative mind, the home of an imaginary artist. Above all, we wanted to make it a unique, distinctive and immersive place. We envisioned this property as a dream holiday home. It has eight suites tucked away in three buildings, including two incredible troglodyte rooms, a superb rock swimming pool, an open-air cinema, an open-air theatre, a sports room and gym, a petanque court, a cabin for the children, and an artists’ studio where you can let your imagination run wild… We also wanted to offer our guests a whole range of exclusive local experiences to enjoy during their stay (and this will be the case for all our houses). So you can spend a day with the herdsmen at a Camargue ranch that’s not normally open to the public, drive through the Alpilles in a vintage car, enjoy an exclusive treatment in the farmhouse using local plants, or learn the art of blacksmithing in the property’s garden.
TSF
Why did you decide to settle in Provence? What is it about the region that inspires you?
Robin
The Alpilles was where my brother and I were born and this was our childhood playground. It’s still the family home, where we like to meet up. We’re still fascinated by the white limestone mountains, the pine groves that appear here and there, the olive groves, the vineyards, the many small villages… So it was natural we would choose this region, which we know so well, and we fell in love with this amazing property immediately.
TSF
You called upon Joséphine Fossey to decorate and curate the works of art that line these living spaces. What was it about her work that inspired you to entrust her with this project?
Robin
Inspired by the region, its history and culture, we quickly agreed to make this property an “artists’ house” by giving a voice to artists, designers and craftspeople. So, naturally, we contacted Joséphine, whom we already knew for her approach and her relationship with art, and whose sensitivity we greatly appreciate. Joséphine helped us to reveal our vision. We quickly got into the swing of things, and together we built up a collection of about a hundred works. Some were commissioned and designed for the place, such as the fresco in the living room by Florence Bamberger, the bookshelves by Henri Canivez and the sculptures by Thalia Dalecky. We like to say today that in the house, “art is part of life everywhere”.
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TSF
Joséphine: What was the guiding principle behind the design of the spaces?
Joséphine
We knew that art would be central for L’Étoile des Baux, as it is for the other Iconic House properties. And like all our projects, we started by immersing ourselves in the history of the place and its environment. We looked at the writers, painters, intellectuals and musicians who have been inspired by the region. We particularly liked the idea of an artistic refuge, a place immersed in nature and conducive to creativity. We thought of Takis’ house in Greece, Not Vital’s in Switzerland, Jorge Pardo’s in Mexico, Cocteau’s Villa Santo Sospir in Saint-Jean-Cap-Ferrat, and the creative release that an intimate setting can allow an artist to feel. L’Étoile des Baux is part of this tradition of blending art and nature, working hand in hand with local talent to highlight Provence’s specific characteristics, techniques, materials and colours.
TSF
We notice there are some of The Socialite Family’s creations here. How do they fit into the overall design?
Joséphine
Many elements were in keeping with the spirit of the place, with their natural materials or their vintage feel. For example, the Renato elm headboards bring a sense of elegance to the rooms, and the Classica office chairs meet the need for comfort yet retain their warmth.
TSF
Where will we see you in the near future?
Robin
L’Étoile des Baux is the property that is launching our collection. Last summer, we also opened Les Bords du Lac, in Hossegor, a Basque-Landes residence entirely renovated in collaboration with the interior designer Dorothée Delaye and designed with the feel of an Ocean House. A third property will complete the collection in December. We will unveil the Iconic House experience in the mountains with our Chalet Le 1550 located right next to the slopes in Courchevel 1550, the authentic family heart of the resort. And further openings are planned for 2023…
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The Alpilles was where my brother and I were born and this was our childhood playground. It’s still the family home, where we like to meet up.
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