Editorial Direction for Sofitel
Treatment writing, research and editorial direction for a multi-platform campaign created with Condé Nast Creative Studio for Sofitel Hotels & Resorts. Spanning live events, digital features, video series and social content, the project explored Sofitel’s interpretation of French art de vivre through conversations around culture, design, fashion and hospitality. Founded in 1964, Sofitel is Accor’s luxury hospitality brand, with more than 120 hotels globally and a long-standing focus on French style, culture and savoir-faire.
Take a stroll through Paris’s ninth arrondissement, down the Haussmannian boulevards that lead to the iconic Louvre and its treasures, and you can almost hear the classical music emanating from the Opéra. Sofitel’s flagship hotel, Sofitel Le Scribe Paris Opéra, has been central to the vibrant rhythm of this part of the city for more than 150 years.
Now the hotel is writing a new chapter in its history, complete with an elegant redesign by the French designer Tristan Auer. Nestled in the heart of the Right Bank, the hotel sits just steps from Place Vendôme and its exclusive boutiques. Sofitel Le Scribe Paris Opéra has mastered the Art de Vivre in both its interiors and its location.
But what does it mean to master the Art de Vivre — the Art of Living? It is to see every aspect of life as an opportunity to create something beautiful; a sensibility that can be honed, developed and perfected. From a morning skincare ritual and getting dressed to the setting of a table or the fluffing of a pillow, staying at a Sofitel hotel is about experiencing the richness, worldliness and beauty of Art de Vivre. First in a series of creatives interpreting Sofitel’s philosophy in their own way is Inès Rau, the French model and advocate for diversity.
In a new video unveiled on Vogue, Rau expresses her personal Art de Vivre against the backdrop of Sofitel Le Scribe Paris Opéra. She wakes in the beautifully appointed duplex suite after a night’s sleep in a sumptuous Sofitel Bed™, slipping into her favourite dress before stepping out into her home city. We follow her as she visits some of her favourite haunts — picking up a bouquet of lilies from a flower shop and roaming freely through Paris by bicycle. She later returns to Sofitel Le Scribe Paris Opéra to sample the contemporary Mediterranean cuisine at Rivages restaurant.
Between October 14 and 15, Art de Vivre was celebrated at the inaugural Vogue x Sofitel Festival. The ticketed lifestyle event, held at Pavillon Cambon Capucines in Paris, welcomed 1,000 members of the Vogue community for a programme of beauty and wellness experiences, from couture hairstyling to tailor-made skincare rituals, olfactory and mixology workshops, as well as a Vogue boutique and Sofitel Café.
Yet Art de Vivre is not limited to the City of Light; it is present throughout Sofitel hotels around the world. Whether in London, Rome, Sydney or Washington, Sofitel invites guests to embrace their own Art de Vivre. What is yours?
Where better to stay in the US capital than Sofitel Washington D.C. Lafayette Square, which takes design cues from the White House, located just two blocks away on Pennsylvania Avenue. The Art Deco details of the historic building have been restored in line with architect Mihran Mesrobian’s original 1925 vision, while the Opaline Brasserie & Bar serves refined yet approachable French cuisine.
For those drawn to sunnier climates, the end of 2022 saw the opening of Sofitel’s newest hotel in the Americas — and the sixth addition to the Sofitel Legend portfolio — in the UNESCO World Heritage Site of Casco Viejo, Panama City. Sofitel Legend Casco Viejo occupies the former site of the legendary Club Unión de Panamá. The Majordome butler service can orchestrate every expression of Art de Vivre, whether that means a handcrafted cocktail beside the oceanfront pool, freshly baked French pastries and Panamanian coffee at the patisserie, or epicurean creations conceived by Michelin-starred chef Lorenzo Di Gravio.