[Update] Oh Baby, the new hospitality concept from the Trigano family

2 min reading time

Published on 25 November 2022

Oh Baby

The Trigano family has once again called on the services of Philippe Starck to design a hospitality project called Oh Baby. This brand will be developed thanks to the financial support of Atream.

After the proven success of the resolutely young and innovative Mama Shelter brand, which plans to open 6 new stores by 2024, and the recent launch of its concept dedicated to seniors, Casa Barbara, the Trigano family is embarking on a new adventure with the creation of the Oh Baby brand alongside Philippe Starck.

A collaboration that makes sense since this is not the first time that Serge, Benjamin and Jérémie Trigano have joined forces with the visionary designer Philippe Starck. Indeed, he was behind the innovative and offbeat design of the lifestyle brand Mama Shelter, which is now fully owned by the Accor group.

As part of an exclusive partnership, the Trigano family has raised 220 million euros to support the development of Oh Baby with Pascal Savary, the Chairman of Atream.

Pascal Savary will be present at the Hospitality Asset Forum on Monday 21 November at the InterContinental Paris le Grand to reveal more about this new concept which is likely to once again shake up the hospitality sector. An event that can be followed remotely by clicking on this link.

The €220 million investment will be used to finance the first 15 locations of the brand, which will open by the end of 2024 / beginning of 2025. Oh Baby has already selected a number of sites and is continuing its search for urban locations in the first instance.

This new brand targets the budget hotel segment in the "affordable chic" niche. It aims to be "also resolutely digital and eco-friendly. The concept is presented as "a hotel for the urban traveller who appreciates quality and simplicity and understands that the best things in life are not always the most expensive. That's why at Oh Baby, all our efforts are focused on providing a simplified customer journey via a dedicated app and a great night's sleep. 

The first opening, currently under negotiation, would be in Lisbon, with a 220-key test and showcase property. Depending on its environment and the city in which it is located, an Oh Baby property could range from 100 to 300 keys, or from 2,500 to 7,000 sqm of floor space on a site of at least 350 sqm and no more than eight floors. The property will include a snack bar, bakery and vending machines.

Travellers are looking for iconic, highly specialised products at an affordable price. Products that seek to provide a service - and do it well. Their need for functional and emotional hotels will change the hotel landscape.

Explains the Trigano family through the brief for this new project 



Site / Activité touristique

  • Atream France


Hotel Group

  • Accor France
  • Offres d'emplois 25 currents job offers
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