Inside Chopard’s new ‘anti-hotel’ for the ultra wealthy

Luxury jewelry and watch maker Chopard has quietly opened an “anti-hotel” in the heart of Paris, a new development in a growing category of hospitality in the French capital.

Much about the brand’s first-ever hotel project — starting with its name, 1 Place Vendôme, and the property’s unusual lack of fanfare and self-promotion — seem atypical at first.

Ahead of its official opening Nov 15, there was no usual barrage of social media posts from influencers in bathrobes, pretending to wake naturally in one of the luxurious 15 rooms and suites, cafe crèmes and croissant breakfasts placed aesthetically on unmade, rumpled beds.

Nor do the hotel’s social media pages clamor for attention. At the time of writing, its Instagram page has one post and a little over 250 followers.

The hotel itself, which occupies the floors above the existing Chopard boutique in the ritzy Place Vendôme square, is likewise easy to miss with a conspicuous lack of branded signage to announce its presence.