A historic hotel reimagined for today
Founded in 1947 in Gouvieux, Château de la Tour is an independent boutique hotel that faced a twofold challenge: a gap in positioning compared to recently renovated competitors, and a strong disparity between its various spaces, the result of successive refurbishments carried out without an overarching vision. The client’s ambition was clear: to reaffirm its premium positioning, attract individual guests seeking revitalizing weekends, and increase revenue per room. This required upgrading the offer (creation of a spa, new bar, complete overhaul of the restaurant) and a full redefinition of its image.

My insight
We unveiled the narrative strength of the place: “At Château de la Tour, the moment is waiting just for you.” The brand platform was built around three pillars: reconnecting the hotel to its green surroundings by enhancing the outdoors and bringing nature into the interiors; celebrating the warm, attentive service of a human-sized establishment; and affirming its ties to Chantilly’s heritage.
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Impact
Today, Château de la Tour expresses a clear and sensitive identity, perceived as an authentic and elegant alternative to standardized hospitality. This repositioning enabled the hotel to embrace a premium turn while staying true to its heritage. The work on image and experience resulted in a measurable increase in the average room rate and laid the foundation for coherent medium-term growth.

Credits
Creative Direction: Alexandre Tar
Guest Experience Expertise: Enzo Piras
Graphic Design: Hugo Lamaze, Manon Thillou, Loris Schlatter
Photography: Bruno Cohen, Alexandre Tar
Styling: Emma Goujon
Architects: Plié architectes, Tonale, Alisson Torres

More to come soon on the interior design and uniform styling —
the project is still unfolding…