EDHEC is lucky to be overlooking one of the Nicest bays in the world; and be the neighbour of a piece of French Riviera history: its Belle Epoque palace Le Negresco, proudly French and independant.
For security reasons, it will be difficult to go and visit the Palace this year. Please, go on your own and admire the neoclassical architecture. Le Negresco has been listed as National Historic Building by the French government since 2003. Have a look inside (have a coffee at La Rotonde if possible), admire the artistic pieces, among them Niki de Saint Phalle Nana Jaune (see picture below) besides the monumental Baccarat chandelier and Miles Davis statue at the door of the building. The lobby is full of Jeanne Augier, the charismatic owner of Negresco, family pictures (see picture below).
Source pictures: Marie-Cécile Cervellon
Read the case and watch the Youtube video. Then comment on what makes Negresco authentic? Second, explain how the hotel manages to be responsible and provide a luxury experience at the same time. Is responsible luxury contradictory or complementary in the hospitality sector?
Until September 26th, enter in Van Cleef and Arpels jewel box at Hotel d’Evreux on Place Vendôme. Robert Wilson stages the legendary story of the animals saved from the Flood, inspiration of Noah’s Ark collection, through a multisensorial experience of music and light. The sixty couples of animals are depicted in a way which enhances their preciousness and beauty. It is in line with the tradition of interpretating animal figures that has existed at Van Cleef and Arpels since the creation of the clip Papillon in 1920. The three mythical creatures of the collection employ the Mystery Set (Serti Mystérieux), a technique patented in 1933, which enables stone settings with no visible metals. Admire Pegase clip in coral and diamonds made in this traditional technique.
Welcome back to school :). We will be starting the academic year discussing Palaces and exceptional vacations… first case…Taj. Let’s have a dream…
First, visit www.tajhotels.com and watch the video “Tajness (Youtube link below). You can feel it your eyes closed”. Describe Tajness as a luxury experience and explain how this experience is orchestrated. Refer to my slides “A Model of Customer Experience”.
Second, read the case story and reflect on the benefits and risks of Taj brand extension strategy.