Share to Facebook Share to Twitter Share to Linkedin New rooms at Capelongue The news from Capelongue was big. The tiny boutique hotel—with a devoted following among lovers of a certain stripe of modern French hospitality—opened for its summer season this year nearly four times its original size. This could have made it feel like a brand-new arrival on the luxury travel scene.
Instead, it landed with an appealing timelessness and a compelling invitation to slow down, settle in and soak up the dreaminess of Provence. It's no fluke that the marketing for the hotel—and the whole brand it’s part of—strikes a soft-focus, retro tone. Beaumier is a French group with ten small hotels away from well-trodden cities, mostly in the French Alps and Provence, plus outposts in the Côte d’Azur, Switzerland and Ibiza.
Since its founding in 2011 (as Les Hôtels d’en Haut), the group has remained committed to stunning natural settings, collaborations with residential (not hospitality) designers, and a distinctly French sort of storytelling. The photos are overexposed, the typefaces are old-fashioned, and many of the colors would have looked at home in a 1970s kitchen. Classic travel posters come to mind.
Looking at the images, it’s not immediately clear whether they’re vintage family photos, archival brochures, or some canny 2024 branding. In any case, it has an effortlessness and an agelessness that beguile. The new pool at Capelongue The same is true of the new Capelongue.