The iconic colourful terraces overlooking the pool at the Byblos Hotel

Antoine Chevanne is the owner of the legendary Byblos Hotel in St Tropez. Opening in 1967, the hotel is known for its exceptional service, hosting many of the greatest celebrities in the world and for having the most exclusive location in the area. Here Chevanne speaks to Candice Tucker about how the hotel has kept its status and its future plans to keep it’s  iconic reputation as the ‘it place’ to stay in St Tropez

Antoine Chevanne

LUX: Has there been a consistent theme running throughout the ownership of the Byblos?
Antoine Chevanne: We continue to honour the same values and high standards that were originally instilled by my great grandfather, Sylvain Floirat. The impeccable service is our main consistent theme that has been running through our hotel for the past four generations alongside an incredible sense of loyalty and sincerity. Those values are shared by the staff, some of whom have been at the hotel for over thirty years now. From the beginning, we have wanted to preserve a comforting “family” element so that our guests feel at home, whilst still in tune with what is expected from a “Palace” hotel. With an unrivalled sense of hospitality and an unequalled attention to detail, Hotel Byblos highlights the very best in terms of French “art de vivre”.

LUX: How have the type of guests, staying at the Byblos, changed over the decades?
AC: We pride ourselves in offering a sense of warmth in our service which guests appreciate, and ultimately this is a big reason why we have such a high number of returning guests every year. Over the years, we have seen generations of guests coming back for our ultra-personalised service, with guests who came when they were younger, bringing their children and now their grandchildren. Same goes with our employees. Our guests love seeing them again every year. This is part of the “homely” and “family” feel I mentioned before. That’s partly what makes this hotel so special. And just like our guests, the hotel continuously evolves whilst still finding ways to cater to all generations.

The entrance to the Byblos Hotel

LUX: How have guest demands changed since the hotel was founded by your great grandfather/
AC: My family has owned the Byblos since the beginning (1967), so we are uniquely placed to see how guests demands have changed over the years. Our guests’ lifestyle has changed exponentially in the last 50 years, with people wanting more flexibility when they come on holiday. This has been reflected in our services – such as longer opening times for breakfast so that guests still retain some freedom and don’t have strict timings imposed on them. We also have a large variety of food offerings (such as French gastronomy, Italian cuisine, tapas or even by the beach with Byblos Beach) so that guests have a wider selection to choose from. Having choices is a true luxury. When guests come to a Palace like the Byblos, they do not want to be constraint – in fact our hotel adapts to their lifestyle.

LUX: What makes the Byblos, the standout hotel in St Tropez?
AC: One of the key aspects that makes Hotel Byblos stand out is its unique heritage. Over the years, the hotel has remained far-removed from the flashy, ostentatious luxury of the grand hotels of the Riviera and continues to offer an oasis in St-Tropez for guests to escape to and relax under the ever-watchful eye of our attentive staff. It is a village within a village which offers high levels of gastronomy in an intimate and relaxed atmosphere while still keeping that sense of luxury intact. Our employees demonstrate daily their exceptional professional know-how, dedication and high-quality service to each and every guest while creating an atmosphere of pure contentment.

Another of our key standout aspects is the location of the hotel, right in the centre of St Tropez and just a stone’s throw away from La Place des Lices and the port.

The Two bedroom Suite at the Byblos overlooking the hills of St Tropez

LUX: What has been your fondest memory of the hotel?
AC: There have been so many good memories that it is difficult to choose just one. The one that comes to the top of my mind is probably the extreme satisfaction of having been one of the first hotel’s on the Côte d’Azur to have received five stars in 2010 followed by the “Palace” recognition in 2012. It’s a huge reward to the whole team who have worked so hard over the years to make the hotel what it is today. This achievement is even more rewarding when you remember that we are independent hoteliers and we do not belong to any big international group. To put it simply, we are a French family who – with a great team – managed to build the Byblos’ status over the years.

On a more personal note, I cherish a lot of memories based on some of the unique encounters I have had over the years: from Lionel Richie to Bruce Willis, as well as Naomi Campbell and Quincy Jones. We’ve also had incredible concerts by the pool such as Joe Cocker, Roger Hodson from Supertramp and Niles Rogers.

Restaurant Arcadia

LUX: What has been the most surprising aspect of running the hotel?
AC: The most surprising aspect of running a hotel is discovering the true nature of mankind: this encompasses both good and bad surprises though. You learn a lot about yourself at the same time. You have to learn to stay in your lane, to not be judgemental no matter what happens and find a solution. When you’re in charge of a hotel as unique as the Byblos, nothing can prepare you to live such an experience. Why? Because our clientele is different. They have seen everything, experienced everything, and they want more novelty. This means that we are constantly reinventing ourselves whilst still remaining true to our DNA. This is why I often tell people that if they have worked at least two years at the Byblos, they can easily work anywhere in the world.

St Tropez

LUX: Why has St Tropez retained its special reputation as one of the leading summer destinations?
AC: There’s so much to discover in Provence, especially in St Tropez. We are surrounded by beautiful landscapes, views, forests, lakes and coasts. St Tropez also has a great connection with art, culture and traditions qualities that are equally reflected in the hotel. It has retained over the years an authentic character thanks to its origins as a fishing village while keeping a charming aesthetic thanks to the old, winding streets and daily Provencal markets. Many artists during the 19th and 20th century came to St-Tropez to find inspiration and contributed to the growth and popularity of the destination. The well-known summer parties are also one of the many reasons St-Tropez has a reputation as a leading summer destination. However St Tropez managed to combine this with exceptional service and a large variety of diverse dining concepts which sets it apart from other summer destinations like Mykonos or Ibiza.

St-Tropez merges the old with the new, authenticity with glamour, and offers something for every generation.

The Missoni Suite

LUX: Where is your favourite secret place to visit in the Côte d’Azur?
AC: I don’t wish to reveal too much about my favourite place as it wouldn’t be a secret anymore!  There is however a little cove along the Côte d’Azur, close to St Tropez which is beautiful when the sun rises…

LUX: What do you think will be the next big trend in the hospitality industry?
AC: The next trend is something I’ve been working on for years which can now be revealed. We live in a world that is constantly connected, where we are travelling and performing at a high level. Having time for oneself has become a luxury. Being able to reconnect with oneself and with others is what will guide our industry in the future. We have just started on this journey with the new version of the Sisley Spa.

The Lebanese room in the new Sisley spa

LUX: How does the Byblos meet the increasing demand for environmental responsibility?
AC: Hotel Byblos, alongside all Groupe Floirat properties, is part of an eco-friendly movement that respects the surrounding environment of each hotel. We are wholly committed to a programme of sustainable development and over the last year have implemented a sustainable development charter. The charter is founded upon five key commitments with the goal to reduce all three hotel’s environmental impact in various means. These commitments comprise of: waste and used product management, integrated water resources management, optimum energy consumption, socially oriented initiatives and the enhancement of local economy.

With our Executive Chef Nicola Canuti, we also worked on increasing our sustainable offering in our kitchen and through our food. Chef Canuti is passionate about Mediterranean food and aims to offer our guests local and highly qualitative products that he cares about. To hold to his promise, the hotel features a 300sqm vegetable garden that offers the best of Mediterranean fruits, vegetables and aromatic herbs. We also produce our own honey, served at breakfast from our very own beehives.

Byblos Beach

Our environmental responsibility is also to protect the natural beauty of St Tropez and its region. With our beach, Byblos Beach Ramatuelle, we worked on ensuring as little impact as possible was made on the coastline in an effort to preserve our environment. The Byblos Beach Ramatuelle has a strict “no plastic” policy and the entire structure can be dismantled at will, being made of 100% wood, meaning the beach can regenerate during the winter months.. Water and electricity consumption is eco-oriented.

LUX: If you could give one piece of advice to a prospective hotelier what would it be?
AC: To know your guests, what they want and anticipate their needs. This is ‘key’ in producing and offering the best product!

LUX: Why do you think your regular clients return again and again?
AC: We believe that luxury means being able to provide our guests with a level of convenience and attention to detail that enables them to find the time they need for themselves. Through our service and staff, we offer exclusive guest experiences that reflect the spirit of Groupe Floirat and its legacy.

Find out more: byblos.com

Lenny Kravitz performs at the 2017 Leonardo DiCaprio Foundation Gala, with DiCaprio (centre) and Madonna (right)

Whether painting, music or immersive experiences, artists – and the art they produce – play a huge role in raising hundreds of millions of dollars for some of the world’s most deserving charities, says art auctioneer and LUX contributing editor Simon de Pury

Simon de Pury

I’ve done the auction for the Leonardo DiCaprio Foundation Gala for the past four years in St. Tropez. It has raised in excess of $100million for environmental issues. You know, we can try to save everything else, but if we don’t have a planet, there’s not much to save, so I find it very surprising that what should be probably our primary, main concern is just so low down the pecking order of people’s preoccupations. But Leo DiCaprio is probably the most important fundraiser for environmental issues in the world. It’s the longest auction of any auction that I do – people arrive at nine o’clock and it goes on till past 2am. So it’s a real marathon, because not only are there top artworks (he’s a very active collector, so all the artists donate their best works), but also experiences. There are once-in-a-lifetime experiences like going to the gym with Madonna or playing tennis with Federer.

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And the evening is interrupted by little musical intermezzos. So, last year Madonna gave a fantastic concert halfway through, and then the whole thing ended at 2.30am with an incredible concert by Lenny Kravitz. Once that was finished, the after-party kicked in with DJ Cassidy and there was the after-after-party at the home of Dmitry Rybolovlev. We were the first to leave at 7am. But the party was in full swing!

There’s more money in that tent than at any evening in New York. The combination between high-net-worth individuals – Russian oligarchs, people from the Middle East, former Soviet states, Latin America, America, Europe – mixed with top actors and top models, creates an electric, exciting atmosphere.

The other one that is very exciting is the amfAR Gala in Cannes, which always takes place at what I view as possibly the most beautiful hotel in the world: Hotel du Cap-Eden-Roc. The artworks are displayed in an incredible way. Coming out of the hotel, you see an alley leading down to the sea, and at the bottom of the alley is the star work of the auction. One year they had a Damien Hirst, the famous mammoth; another year, a huge sculpture by Jeff Koons. So, you can really show the works in a spectacular way, and once the guests come they all mingle on that beautiful alley.

The artist Joe Bradley – there is a long waiting list for his work, and he had a big show at Gagosian in Geneva – donated a really fantastic work for the auction. And it made €750,000, which is basically the price you have to pay if you’re lucky enough to be given the chance to buy one.

The other highlight of amfAR every year is when Carine Roitfeld curates a fashion show. And this year it was with 31 different designers, and she picks the theme, and she picks the dresses. One year it was all in gold; one year it was multicoloured; one year it was red. And then all these top models come down the stairs and walk up and down the catwalk and the stage with the most unbelievable music, and so it creates a fantastic atmosphere. And then, once all of the models are on stage, I come up and stand in front of them and start the auction. That’s by far my favourite moment as an auctioneer in any auction.

Supermodel Winnie Harlow at amfAR in Cannes this year

This year was the 25th anniversary of amfAR to raise money for Aids. Another Aids-related charity I’ve done auctions for is the Elton John Foundation. He invites 70 or so people to dinner in his home, outside London. It’s very intimate. He usually pairs up with another musician – John Mayer, Annie Lennox, Andrea Bocelli – and then he comes and plays himself. It’s really nice if you’re invited to a private dinner, so people pay a lot of money for their seat there – much more than they would for a larger gathering. During those evenings, we just sell three or possibly four items. So the main way of raising funds is people getting there.

The Elton John Foundation is one of the most effective foundations on the calendar in terms of research for Aids. He has been relentless for years and years with his Foundation, raising funds. It is remarkable just to see what he has done and how much he gives of his own persona, how much he gives of his own funds.

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For Aids there’s also the MTV RE:DEFINE annual charity auction. I do it every year in Dallas, in cooperation with the Goss-Michael Foundation, founded by George Michael and Kenny Goss. That is also a fun event because you always have each year an artist that is being honoured. This year it was Tracey Emin.

And the Robin Hood Foundation Benefit in New York raises the biggest amounts; you just have all these hedge-funders in the room and they say, ‘Now we’re going to put the numbers there… please put your pledges,’ and then bleep. ‘You’ve just raised $72million dollars, thank you so much.’

In terms of the cancer charities, there is Denise Rich, who founded Gabrielle’s Angels in New York. I do the Angel Ball auction every year. She takes the Cipriani Downtown, 650 people for a seated dinner. She had the whole Kardashian family coming last time – the whole family except Kim – and they are very close to her, which is very rare. One year she had Pharrell Williams performing and suddenly he said to me, “Simon, come on stage. I want to sell a dinner with me!” And all the women became crazy, screaming. Then Usher said, “I’ll join the dinner as well!” And that second impromptu auction raised more than the regular auction.

The Beyeler Foundation Summer Nights Gala in Basel, Switzerland, is the most original of any fundraiser, because director Sam Keller asks one artist to take over the whole museum and transform it for one night, which means that only as a guest do you get to see what the artist has done.

One year it was Olafur Eliasson and you arrived and everything was black and white, as if we were in a black and white movie. We sat down and started eating the food – black and white. It tastes bizarre when you don’t see the colours. Eliasson said, “Now you know what the world looks like without colour.” And then there was a total blackout and he said, “Look under your chair.” And everybody had this little lamp, and he switched a button and suddenly all the colour came back. The food started tasting very, very good the minute you saw the colour. It’s the most bizarre experience ever. He also did artworks just for that night, paintings all in different colours. All this was created just for the night.

I also love doing the New Museum Spring Gala in New York, because of the artists who attend. Very often you sell great art at these events, but you have no artists in the room – maybe one or two. But the New Museum event is carried by the artists. This year were three of my favourites – all women. Julie Mehretu, Cecily Brown and Elizabeth Peyton, who is my favourite portrait artist today. If you had to choose who would be your dream person to do your portrait, she would be top of my list, and the New Museum had shown a mid-career introspective of her. Besides that there was new work from Jeff Koons, from George Condo… there were something like 55 artists in the room.

In terms of the contemporary art world, the New Museum Spring Gala is possibly the most exciting one, because personally I always find that the most rewarding thing in terms of what we do is the contact with the artists themselves. Nothing is more stimulating. They have such a fresh way of looking at everything. And that’s what I love, because, after all, without the artists all the rest is meaningless.

Simon de Pury is an art auctioneer and collector and the founder of de Pury de Pury. Find out more: depurydepury.com

Groupe Floirat’s first property, the legendary Hotel Byblos, Saint Tropez

Hotel Byblos and its nightclub Les Caves du Roy are French Riviera legends, hosting celebrities, old wealth, young Bohemians and new wealth for rest, play and partying since the Swinging Sixties. As the Byblos celebrates its 50th anniversary, Antoine Chevanne, CEO of the family-run Groupe Floirat, which owns the Byblos, the Caves, and owns two other French resort hotels, talks to Nathalie Breitschwerdt about running a family business, discreet luxury, and the enduring allure of St Trop.

Antoine Chevanne

LUX: Your great grandfather founded Groupe Floirat back in 1967, how has the business evolved since then?
Antoine Chevanne: Groupe Floirat has grown, starting with our flagship property Hotel Byblos in St Tropez, 50 years ago. It now comprises of three properties including La Réserve in St Jean De Luz and Les Manoirs De Tourgeville in Normandy. Although the group has expanded, I have strived to maintain the spirit of the group that my grandfather first implemented, a feeling of home away from home, a personalized experience and intimate luxury.

LUX: From your experience, what are the challenges facing family run businesses today?
Antoine Chevanne: I think both the challenge and reward for a family run business is to maintain its own values and not lose sight of the company’s ethos. It’s finding a balance between adapting to the latest trends in luxury and technology, whilst continuing the legacy of the company’s founders.

Rosita Missoni at the Byblos 50th anniversary

LUX: Byblos St Tropez continues to thrive after 50 years. What is the key to its success?
Antoine Chevanne: The key to Hotel Byblos’ success is personalized luxury to create a unique experience. We like to give freedom to our clientele, whilst providing impeccable service. We want our guests to feel at home, but in the most immaculate conditions. The breakfast at Le B by the pool is open until 1pm, and guests can eat dinner at any time after a night at Les Caves Du Roy – these are just examples of what I like to implement to make my guests feel special. As a ratio, we allocate on average 3 members of staff per room.

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LUX: In our rapidly changing world, how important is it to emphasise traditions and stability?
Antoine Chevanne: It’s very important to emphasise the company’s values in order to prove you are not getting swept away with the rapidly changing world. The challenge is to remain unique, whilst growing with our times.

Anna Cleveland, Catherine Baba, Elie Top and Joana Preiss at the Byblos Party

LUX: How do you define luxury within hospitality?
Antoine Chevanne: Time, Space, Freedom – we want to make our guests feel relaxed. Many of our guests lead busy lives so we want them to feel free, independent as if they were in their own home. For example we serve breakfast until 1pm to give our guests time to relax and get up at whatever time they wish in the mornings.

LUX: In this sense, how has Groupe Floirat separated itself from other hotel groups?
Antoine Chevanne: By creating these bespoke and unique experiences for our guests. In order to do so, we partner with like-minded brands, who share the same beliefs and values of the group. For instance, this year for Hotel Byblos 50^th Anniversary, we partnered with a range of luxury brands that share a similar mindset: Rolls Royce, Audemars Piguet, Goyard, Sisley, Missoni Home and Dom Pérignon. By creating these affiliations, we ensure guests are delivered any service to the highest standards, always in a similar spirit. Even our staff is now family, with certain members who have been with the group for over 20 years.

The 50th anniversary party at Hotel Byblos

LUX: How do you see luxury hospitality evolving over the next 5-10 years?
Antoine Chevanne: I don’t predict luxury will change immensely over the next 5-10 years. An experience can’t be replaced by virtual reality, an emotion can’t be replaced by an application, a feeling can’t be replaced by social media… Luxury will continue to be the ‘crème de la crème’, which is what guests seek when they travel to a 5 star property. May it be the gastronomy, beauty, or wellbeing, all of our properties will continue to deliver optimum, innovative and exclusive services to guarantee we remain ahead of the game. With this in mind, we seek to predict the change of expectations with the change of generations.

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LUX: Which of your experiences have been most helpful in leading Groupe Floirat?
Antoine Chevanne: Being the General Manager at Hotel Byblos for 5 years before becoming CEO in 2006, this really taught me the power of observation. Being aware of my clientele, receiving feedback and implementing solutions. Being on the ground at the beginning of a career, is key to successful leadership.

Rivea restaurant by Alain Ducasse at Hotel Byblos

LUX: In which ways has St Tropez changed over the last few decades? If at all, how have you responded to those changes?
Antoine Chevanne: The beauty of St Tropez is it’s never changing, legendary atmosphere. Byblos has maintained its prestigious reputation not only due to our services, but also thanks to our loyal customers and long standing relationships.

LUX: When not at Byblos, where is your favourite holiday destination?
Antoine Chevanne: My family house in South West of France in a village called Ahetze, where I can enjoy some quality time with my friend and family.

groupe-floirat.com