For the past 40 years or so, the name Costes has been synonymous with fashion week.
In the decades since Jean-Louis Costes opened Café Costes, in 1984, and his brother Gilbert followed with Café Beaubourg, in 1987, the family-owned galaxy of buzzy bars and restaurants has expanded to several dozen.
The press-shy Jean-Louis owns the Groupe Costes, which focuses on hotels, and Gilbert and his son, Thierry, run the restaurant-heavy Beaumarly group. The family recipe for success in spots like L’Avenue, Café Marly and Le Georges atop the Centre Pompidou (now closed for renovations) is nothing if not consistent. More scene than haute cuisine, most offer classic French favorites, serving them to a stylish crowd with a cooler-than-thou attitude.
Nowhere is that more apparent than at the Hotel Costes. For three decades, its particular brand of velvet-rope hospitality — provided with a sensual, slightly mysterious air and a side of hauteur — has spawned countless imitators. To this day, not scoring a seat on the terrace, particularly during fashion weeks, is like being exiled to Siberia.
“Costes is an institution, a reference,” said Vincent Grégoire, the director of consumer trends and insights at the consulting firm NellyRodi. “They’re experts in arousing desire and the tension that comes with it.
“But the ‘exceptional’ cursor has moved,” Mr. Grégoire added. “Having money isn’t enough. You have to know the codes and actually make it across the drawbridge. It will be interesting to see how they take that a step further.”
As it turns out, Thierry Costes, chief executive of the Beaumarly Group, has a few ideas on the subject.
This week, he will unveil L’Aventure, a boutique hotel above an already-open restaurant and a nightclub on the Avenue Victor Hugo. A year ago, Willy Chavarria celebrated his Paris debut with an after-party downstairs in the mosaicked and mirrored club. During the recent men’s collections, the restaurant hosted private dinners for Louis Vuitton and Saint Laurent.
Located in a Haussmannian building dating to 1870, L’Aventure is both a new concept and a continuation. Its name comes from the 1980s-era nightclub opened here by the French singer Dani, nee Danièle Graule, on advice from Alain Delon. After the jet-set crowd moved on, it became an under-the-radar haunt for designers and showbiz types who wouldn’t dream of posting their every move.
For Mr. Costes, 50, L’Aventure is Beaumarly’s most ambitious project to date. After buying the building for an undisclosed sum during the pandemic, the group has spent 25 million euros (about $29 million) converting its five upper floors into a five-star hotel.
Counting just 15 rooms, most with a view of the Arc de Triomphe, and two private salons, it was decorated by the interior designer Vincent Darré in the spirit of a whimsical private townhouse, with rich tones of green and burgundy and variations on arty themes in each room. A smattering of artworks by Philippe Parreno, Fabrice Hyber, Adel Abdessemed and others comes from the Costes family’s private collection.
One constant: fabric-covered bedroom walls feature prints of ink drawings by Mr. Darré that incorporate Paris monuments where, not coincidentally, Costes establishments are present. Rates range from 500 euros (about $590) for a bedroom to 5,000 euros (about $5,900) for the penthouse.
“Luxury means having space, so we wanted the rooms to breathe,” Mr. Costes said during a recent walk-through. “It’s about not having too many things, just light.”
This interview has been condensed and edited for clarity.
How do you define the Costes spirit?
It’s the accumulation of 40 years’ work. When Jean-Louis and Gilbert started, no one had brought design, art, architecture and music into traditional cafes. That was the first aesthetic revolution. The second was the Café Marly at the Louvre. No one had done a restaurant in a museum like that. And the third was the Hotel Costes, which had lounge music and an atmosphere that was cooler and more spontaneous than that of regular hotels. It’s a spirit built on feeling and intuition, not a business plan.
How does L’Aventure build on that?
With a strategic location that’s central, with a view and with a neighborhood that’s connected to tourism but remains very Parisian. Otherwise, we’re experimenting a bit, pushing things further. But the fundamental spirit is the same.
Who are your clientele?
People with means, because the rooms are beautiful and large — but it’s not just a question of money. Choosing not to be bookable on major online platforms reinforces the notion of a clientele who are friends. It’s hyper-curated and bespoke. We have a butler on call around the clock. It’s like having friends in Paris who open its doors to you.
Is it kind of a club? It’s like a private members’ club, except there are no dues. And the actual club is the toughest door in Europe. It’s very niche, very deep house, very specific. We probably turn away 300 people a night.
So how do you get in?
Basically, you can’t book a room without knowing us, our community. We’re in this business because we like getting to know people. There are few rooms and a high level of service. It’s like we created the place, locked it, threw away the key and said, “Now it’s up to you.” People won’t just show up by chance; they’ll show up because they know they’re among friends. Being too easy, or easily bought, isn’t the tone we want to set. You have to know the codes. And trust us.
Why do you think this is the right time for such an elitist concept?
Two reasons. Hotels are becoming hyper-personalized, and there are more and more private clubs. We wanted to create a luxury auberge that was smaller and more family-like than Hotel Costes. Wealthy guests want to mingle — and not just with their own kind. If they really want to be siloed, there’s always Monaco. We’re curating a crowd that’s cool and civilized. That’s why we have rooms at 500 euros. It’s my job to bring the right people together in the right place.
Is there a dress code?
Fundamentally, it’s important to dress well. Hoodies, sneakers and ripped jeans are going too far, even with money. I think we all have a responsibility, especially in Paris, to continue French elegance.
What advice did your uncle and father give you?
Jean-Louis told me to make the rooms bigger, which is how we ended up with 15 instead of my original idea of 28. My father, Gilbert, is here every day; he gives me feedback on everything all the time.
Will L’Aventure travel?
I’d love that. We’ll be looking at Europe. New York is a dream. But I was there recently and, let me tell you, by comparison Paris is not at all expensive. It’s a good deal — even with a weaker dollar.
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