Immaculate blush walls, a plush green vintage look bench and pop red cafe furniture. You’d be forgiven for thinking you’d stumbled upon a Wes Anderson themed restaurant. Instead, you’re in the lobby of the Hotel Beauregard in Paris.
Located deep in residential 15th arrondissement (with a view of the Eiffel Tower at the end of the street) the recently refurbished hotel is the latest outpost of the Touriste group.
Led by founder and CEO Adrien Gloaguen, the Parisian mini-chain has garnered attention for its affordable (in Parisian terms) yet style-conscious rooms decorated by Instagram’s hottest interior icons.
The latest offering follows Hotel Les Deux Gares, a maximalist collaboration with Luke Edward Hall – you’ve probably seen the photos. Sorry, Emily in Paris, why spend money on a social media manager when you can get your guests to do the work for you, thanks to numerous “grammar nooks and trendy furniture?”
There’s an undeniable common thread that runs through the design of each of the Touriste hotels – perhaps above all a testament to Gloaguen’s personal taste – but each also has its own hallmark.
“The most exciting part of these collaborations is switching designers on each new project,” he says. “Every time it’s like a new blank canvas: a new location, a new designer, a new DNA, a new atmosphere.
“We choose a mix of well-known and lesser-known designers, but the main aim is to achieve a very different look with each property and to let each designer’s imagination run wild.
“Ultimately, I really enjoy working with designers who haven’t worked on hotels before (or at least not much) because it provides a really fresh and new perspective on hotels.”
For the new opening of the Hotel Beauregard, the ineffably cool French designer Chloé Nègre – an alumni of India Mahdavi and one of this year’s AD 100 – has created a “joyful mix of classic French decor and vintage ’90s pop icons 70s and 80s”.
“I wanted to create the hotel that I would like to stay in if I were a tourist in Paris,” says Nègre. “We bought many eclectic vintage pieces: from a mirrored mid-century sideboard to a ’90s Mario Botta armchair and a classic wall tapestry.”
It’s a fun and colorful look very popular in London homes of the moment – ’no rules, just follow your gut’ – with a pastel base on walls and ceilings layered with a diverse collection of vintage finds. Nègre recommends stopping by the Marché Paul Bert flea market when he’s in Paris.
The 38 rooms retain the traditional somewhat awkward layout of a small Parisian hotel. They’ve received a contemporary update with lemon yellow or powder blue cream paint on the walls, ceilings, and woodwork.
This is offset with rich burnt orange or olive green taffeta, the headboards and furniture all retro curved edges, while the room’s shapes are welcomed with high-gloss framed hanging rails and light writing desks. Depth is added by specially commissioned tapestries hanging above the beds based on an early 18th century oneth design of the century.
The bathrooms feature vintage-look striped tiles and Diptyque products. It’s like a dream of the ultimate hotel from your childhood, updated for 2023.
By taking over existing hotels and completely renovating the interiors, but leaving them structurally similar, the group is able to work faster and cheaper than if they started from scratch, something Gloauguen says is difficult in Paris (although Nègre admits the challenge biggest he tackled was the one-year program).
“I find it easier to offer something very beautiful and very expensive, while creating something very beautiful and inexpensive is a more engaging and rewarding challenge,” says Gloaguen.
The Hotel Beauregard has been open for just over a month, but Touriste has many more in the pipeline. Current projects include a hotel on Rue de la Boétie in the 8th arrondissement with London-based Swedish designer Beata Heuman; and another hotel in the 10th arrondissement, in rue du Château D’eau, with the duo Necchi architecture.
Rooms at the Hotel Beauregard cost from €130; touriste.com