It's been 18 months since we launched our first house and 2 years since my brother
@robinmichou and I, along with the entire
iconic.house team, have been working together.
It certainly deserved a recap post and a little announcement!
Two years ago, we really didn't know much about hospitality. We had never bought a house, never managed construction, never hosted and managed guests. Terms like FF&E, OS&E, MICE, OTA, F&B sounded like gibberish.
Today, we're starting to grasp the fundamentals of hospitality. Some even say we've made a name for ourselves in luxury hospitality, "an achievement," they say, "in such a short time."
In reality, we still have a lot to learn. We're pioneering a whole new sector with our collection of private homes. Everything is up for invention: the types of houses, the best locations, how to design them, who to rent them to, at what price, the level of service to include. We're writing a new chapter in luxury hospitality, and we aim to set the standard.
The main lesson we've learned?
If the three most important factors in real estate are often defined as "Location, Location, Location", then the equivalent for hospitality would be "Service, Service, Service."
Even the most modest location can be elevated by impeccable service... and vice versa.
In fact, our offering is centered around service. To differentiate ourselves from traditional rental agencies, from the beginning, we've emphasized service, relying on a house manager for each home and a dedicated team handling check-in/check-out, daily cleaning, daily breakfast, and concierge services.
We realized this year that while this was good, it wasn't enough. We needed to offer our very demanding clients services that matched the venue (and the price range...).
So, we decided to take our service to the next level by adding to what we currently offer: a chef, a housekeeper, and enhanced service staff throughout the day based on client needs.
With this level of service, our concept is further anchored: hotel-like homes that combine the intimacy of a private home with the luxury of a high-end hotel.
To date, we've launched 4 houses in France: L’étoile des Baux in Alpilles, le 1550 in Courchevel Village, Les Bords du Lac in Hossegor, and most recently, les Hauts de Gordes in Luberon.
Today, we're announcing the launch in Spring 2024 of our 5th venture: "Le Coeur du Ferret". A wooden "cabin" in the heart of the eponymous peninsula, ideally situated between the village, the ocean, and the bay.
Together with Frédéric THET, the Studio Jaune (Marine Delaloy and Paula Alvarez de Toledo), Joséphine Fossey, and Valentin Caro of MVP production, we have a vision: to rethink the Ferret-Capienne cabin, breaking away from its iconic austerity.
More details to come!