PARIS — On the sixth floor of Printemps Haussmann, nestled under one of the department store’s gilded domes, the new Suite Augustine has opened its doors to very important customers.
It’s the epitome of quiet luxury, hidden behind an unmarked door or accessible via a private elevator.
Printemps has positioned the space as an extension of its evolving client strategy and part of the broader shift to experiential retail. The suite will serve as a venue for exclusive events, shopping appointments, private dinners and beauty treatments.
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Tristan Auer, the interior architect behind the Carlton Hotel in Cannes and the Hôtel de Crillon in Paris, transformed the 3,800-square-foot space into a private apartment to elevate personalized service and offer discretion to the store’s clients.
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Open since early June, the Suite Augustine has already hosted French footballers and Nigerian pop stars. Two private salons can be reserved by the store’s personal shoppers or brands. Dior recently hosted a private viewing of its high jewelry collection for an American client who could not attend the presentation in the South of France.
The suite was named in tribute to Augustine Figeac, wife of Printemps founder Jules Jaluzot. Her success as an actress was instrumental in financing the store’s beginning.
“It’s thanks to her we are here today, because she had the money to buy the land and build the store,” said Printemps global VIC director Priscille Gourdault-Montagne. “We always talk about Jules, the founder, but we don’t talk about Augustine.”
Figeac’s marble bust sits in the entry hall, placed as if she is personally greeting the guests.
The rotunda had once housed offices and saw an incarnation as a hair salon, but had been boarded up for years.
During the building process, a 1920s fresco of gold-toned floral garlands was uncovered under layers of white and beige paint. It was restored by artisan Laurence Letourneur, who has worked on the Notre-Dame Cathedral in Paris, among other landmarks.
The room is now anchored by a trio of modern sofas, where guests can sip Champagne.
It boasts one of the best views in Paris. Entering the rotunda, guests have the Eiffel Tower in their direct line of sight, as well as the Hôtel des Invalides to the left and a closer, bird’s-eye view above the golden roofs of the other Printemps buildings on the right.
“The view says everything, because it lets you know we are in the heart of Paris,” said Gourdault-Montagne.
Auer pulled in traditional Parisian cues, such as chevron-parquet floors, ceiling moldings and columns. Art pieces are plucked from the store’s archives; on display are Art Deco ceramics from the store’s recent exhibition on the Primavera design studio.
“The idea was to create a place where the Printemps heritage meets contemporary Parisian elegance,” said Gourdault-Montagne. “It’s nice to have this kind of place to entertain [VICs] in a very elevated and Parisian way. We are always looking for new ways to do that.”
In addition to the cupola lounge, the suite includes a living room, two dressing areas, a bar, a formal dining room for 12 guests, and both an open chef’s kitchen, for interacting with guests, and a professional prep kitchen.
The table is set with porcelain from Bernardaud, silverware from Christofle and glassware from Baccarat, with music set via Bang & Olufsen sound.
At the bar, under a modern ceiling work by decorative artist Fanny Chaix Bryan, Printemps will organize events in partnership with Moët Hennessy, such as a cognac tasting scheduled soon.
The department store has a VIC database of about 1,500 clients from all over the globe and can target invitations to the types of events they would like. “We know quite well each of our customers,” said Gourdault-Montagne.
Tastings host 20 guests, while private meals including lunch, teatime and dinner can accommodate 12.
There is also a spa operated by aesthetic medicine center Skincare Agency. It offers typical beauty services, as well as the vitamin drips popular with celebrities in the U.S. but not yet widely available in France.
Guerlain’s range of scents are currently featured, though beauty and fragrance brands will change seasonally.
At the core of the Augustine Suite experience is exclusivity, Gourdault-Montagne said. It cannot be booked by clients, but brands can host private events.
“As soon as it opened [the brands] all came to visit the suite, and once they could see the vision, they wanted to be in here. They immediately understood the potential for them, too,” she said. “This is different, because it’s confidential, intimate. It’s not a commercial place. It’s a service and experiential place.”
This move aligns with broader trends across luxury retail for personalization and experiential offerings, as brands navigate the downturn in luxury and particularly in aspirational products. Exclusive experiences have become increasingly important to building loyalty among ultra-high-net-worth clients.
During Paris Couture Week, for example, Bernardaud will host a masterclass on French table setting, followed by lunch prepared by a private chef.
Other upcoming events include an artisan workshop session hosted by a handbag brand meant to highlight savoir faire, and a cocktail with an international ambassador to France who will invite VICs from their country.
The high-security suite also features displays of jewelry and watches, such as Suzanne Kalan and Tasaki, that do not have a corner in the store, to highlight key pieces to private clients. Next month they will host a curated collection of timepieces that will feature Patek Philippe, Audemars Piguet and other watch brands that are not usually available at Printemps.
To be on Printemps’ VIC list, there is a minimum spend per year, as well as the need to “embody the Printemps values,” said Gourdault-Montagne. The brands themselves are key to Printemps developing its VIC list, which she cultivates by attending luxury brand experiences around the world, such as private presentations, showroom visits or atelier tours.
Gourdault-Montagne prides herself on bringing together VICs for events at Printemps based on their shared interests.
“We sometimes create communities. It’s amazing, because even if people are very different, they see each other during events here and they become friends, so it’s nice to create this atmosphere,” she said.
Printemps’ in-house personal shoppers can book the space for a client to view a selection from across the store, or brands can reserve the space to present pieces or collections to VICs. The hangers are embossed with an antiquated A for Augustine.
Couture week is already pretty booked up. “Luxury brands know they have VICs, or high-potential clients, coming for the week and they want to show the client the prêt-a-porter or maybe private jewelry, for example. They can organize a special moment to present them everything,” said Gourdault-Montagne.
The suite underscores a larger strategic shift at Printemps. The store has revamped its men’s offering and will begin an 18-month renovation of the women’s building starting this fall.