An artistic director for a hotel? Guillaume Henry de Patou applies his vision to So/Paris
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Black flannel peacoats and sailor caps with pompoms for porters and servants; striped sweaters paired with blue denim for janitors; and striped T-shirts for restaurant runners. Guillaume Henry’s vision for the new So/Paris hotel was unveiled ahead of its opening in September.
The artistic director of LVMH-owned French fashion brand Patou applied his colorful design flair to the new hotel’s uniform and logo, drawing inspiration from the sea and the Seine. Henry, who joined Patou in 2018 and was previously credited with reviving Carven and Nina Ricci, is known for his chic and cheerful Parisian style.
“The wardrobe was inspired by the idea of the lighthouse, the Seine, the sea and movement,” says Henry, who associates with So/Paris independently of his role at Patou. Henry also put bonbonnières (candy boxes) in the rooms.
Several other hotels have harnessed the power of design and fashion to create desirability, such as Karl Lagerfeld’s suites for Hôtel de Crillon, Gucci’s suite for The Savoy and Giorgio Armani launched the Armani Hotel in 2010 LVMH owns Cheval Blanc Paris, a stone’s throw from So/Paris – for which Henry designed the uniforms – and bought Cipriani luxury hotel owner Belmond in late 2018 as part of a push for ” experiential luxury”.