"Crafting a hotel brand with the emotional heritage that is linked to this brand is extraordinary"

Anne Billaz: Lagardère Active Enterprises is the entity in charge of diversifying the ELLE brand worldwide.

ELLE magazine was created in 1945 by Hélène Lazareff. It was a magazine created by a woman for women, which was a first at the time. Its objective was to decode trends in fashion, beauty, decoration, culture and travel. At the same time, it accompanied women in all societal issues. ELLE is now a global fashion and lifestyle brand.

ELLE is also a non-media business that has been operating for some thirty years in five universes: women, children, men, decoration and experiences. Today, there are more than 3,000 ELLE stores worldwide and we are present in more than 80 countries. We own brands but we do not operate, we sign licensing agreements. The team dedicated to the development of licensing is made up of more than 50 people in 7 countries. The ELLE brand has over 200 million monthly touchpoints worldwide.

ELLE is a brand with meaning that is powerful, unifying and ever-evolving. This corresponds to the aspirations of consumers. Authenticity and commitment are part of our DNA and our values. On average, 20% of ELLE's readership is male.

We were keen to create content that truly sets us apart. Today, ELLE Hospitalité is two concepts.

Maison ELLE is a rather urban, upmarket concept with a boutique hotel feel.

The second ELLE Hôtel concept is based on regenerative experiences and leisure. The first hotel will open at the end of 2023 in Mexico. We worked with Actur on this project and the concept. Actur is a major player in Mexico with several properties. This experience was built around four pillars:

·         - Women, notably through design and dedicated offers;

·         - A regenerative experience through a...