L’Experimental Group: from cocktails to hotels
The meeting was scheduled to take place in Geneva. Instead, it took place in Paris. I meet the founder of the Experimental group in the bar of theHôtel des Grands Boulevards, one of his favorite Parisian residences. In fact, it’s even better, as I’m in the very heart of an establishment that typifies the hotel vision of this extraordinary group. Olivier Bon is running a little late, but apologizes for the delay with a timely message. It’s hard to blame him, as the fault lies largely with the city’s construction work, a veritable open-air site. Which gives us time to disparage Anne Hidalgo’s policies, as a prelude to our discussion. An effective therapy against the extreme frustration of Paris City Hall’s absurd urban planning decisions. A filter coffee for Olivier Bon and a drop of double espresso later, let’s look back at the career of this discreet entrepreneur who, alongside his childhood friends, has no intention of stopping there.
Chambre Experimental Verbier
New wave cocktail
Who would have thought, some fifteen years ago, that the Experimental group would be at the helm of a dozen hotels, restaurants and bars across Europe and in New York? From the Cotswolds in England to Biarritz on the Basque coast, Rome and Verbier, the group’s story is a veritable modern fairy tale, at a time when the hotel industry is in the throes of a crisis in both form and content. It all began in 2007 with theExperimental Cocktail Club, the first cocktail bar in Paris to put mixology in the spotlight. In a hushed, ultra-subdued ambience, the success was immediate. “Right from the start of our adventure, we were fascinated by the United States, which was way ahead of us when it came to cocktails. At the time,
Despite immediate success, the beginnings were difficult. A little provocative in his approach to democratizing cocktails, Olivier Bon worked as a bartender. He serves, creates, mixes and exchanges with a passionate clientele. “We quickly became the school for bartenders”. Such was the popularity that the three friends opened three other cocktail workshops in Paris in the space of three years. In 2011, the group crossed the Channel to launch an Experimental Cocktail Club in London. The French touch is all the rage with Her Majesty’s subjects. With a view to developing the drinks business, the team creates La Compagnie des Vins Surnaturels, offering connoisseurs over 500 wine references in a relaxed atmosphere. “At the time, the only way to taste such wines by the glass was in a gourmet restaurant. We wanted to make it more accessible. New York held out its arms to them, and it was in the heart of Manhattan that they opened their wine concept.
Under the Ibiza sun
Back to Paris, where the appeal of the restaurant business was felt. Olivier Bon and his friends took up the challenge and imagined an establishment offering the best choice of matured meat. The Beef Club, modeled on the American steakhouse, was born. Time for reflection. Which way should we go? Continue to expand? If so, how? On the strength of their success, the trio didn’t hesitate for a second, taking over a beach in Ibiza. The Experimental empire expands under the Balearic sun with
With their characteristic flair and solid experience in the industry, the co-founders of the group set out to find their first hotel jewel. They set their sights on the Grand Pigalle, a 37-room insalubrious hotel, and succeeded in building a base and ensuring a promising future for the group. “In a single project, we learned all the ins and outs of the hotel business. From the outset, we set out to create an atmosphere as far removed as possible from what was traditionally available on the market,” recalls Olivier Bon. Ultra-comfortable bedding, carefully crafted bathrooms, intimate decor… everything is designed to make guests feel at home, even though they’re far from home.
Since that first experience, and following a recent fund-raising round, they’ve been opening stores all over Europe. Where will this meteoric rise end? Olivier Bon tells me he may be interested in Geneva. The Experimental Geneva… it’s got a nice ring to it! Who knows?
