Fragonard, the beauty and lifestyle brand that underpins the glamor of the south of France, has ventured into new territory.
This month, the company opened a guesthouse, called Maison Fragonard, at 7/9 Rue du Palais in Arles with six bedrooms in three apartments – each spanning one floor.
It was designed by Be-Pol studio and created by architect Renzo Wieder.
About three years ago, Agnès Webster, who served as chief executive officer of Fragonard, and her sister purchased a collection of traditional Arlésien clothing from a friend of their mother’s. They decided to set up a museum to display them in an old mansion there, and then thought of opening a 1,290-square-foot store in a multi-storey house, also in Arles.
They had an idea for the floors above the store: to create guest rooms that would serve the sisters while they were in town but otherwise decorated guest rooms to showcase the art of the interior. and the art of branding, according to Webster.
“There was a mix of things bought and found in our collection,” she said.
Here one can find three different styles of interior decoration, including Neoclassical, with paintings and drawings from the 19th century.
Webster continued: “There is another place around 18th century France, because we had the opportunity to get a sculpture of Louis IV.
On that floor are also found pastel works. Then, board a flight with a terrace and a Neapolitan theme.
Webster says the decor reflects her and her sister’s tastes: “That is to say, an eclectic mix, with old and modern things.”
Room rates vary depending on the season, but will range from 150 euros to 300 euros a night.
The store sells a wide variety of Fragonard products, but also has items special to the Arles site, including hand-painted clothing and plates. Two fragrances – Belle d’Arles and Rêve d’Arles – were created to mark the opening of the venue and will be sold elsewhere.
“If it works, we will do more,” said Webster, the guesthouse. “That’s something we’re going to try to develop.”
Fragonard was launched in 1997 by Webster and her sister, Françoise Costa. They come from a family based in Grasse, France, that have been sourcing essential oils for four generations.
For more, see:
https://wwd.com/beauty-industry-news/beauty-features/fragonard-opens-guest-house-arles-1234885591/ | Fragonard Creates Guest House in Arles – WWD