By Raphaël Simon | Thursday 12th March 2026
Some brands are born in air-conditioned meeting rooms, between two PowerPoints and three market studies. And then there are those that emerge from a century of expertise, a family vision passed down from generation to generation, a deep-seated love for the land. La French Collection, the brand-new hotel label from Groupe Giboire, clearly falls into the latter category. Two hotels. Two dream destinations. And a single promise: to reinvent the French art of living.
They’ve Been Lying to You About French Hotel Luxury
For decades, prestigious hospitality in France has been the preserve of large international groups, those behemoths that deploy their standardised suites from Courchevel to La Baule with the creativity of an Excel spreadsheet. But what if true French luxury wasn’t where we expected it?
The answer came from Brittany. For over a century, Groupe Giboire has been building, renovating, and conceptualising living spaces across the entire country. A fourth-generation family business, co-led by Olivier Biancarelli and François Giboire, two men who have clearly decided it’s time to shift up a gear. Their idea? To create not just an isolated hotel, but an entire hotel brand : La French Collection. And for their debut, they are directly targeting two of the most coveted destinations in France. The result: two properties that are set to be among the year’s most anticipated openings.
Les Cimes Bleues Hotel, La Baule : The Sea Like You’ve Never Experienced It
There are towns you think you know because you spent childhood summers there. La Baule is one of them. Beautiful, obvious, slightly dormant in its Belle Époque seaside resort glory. Then Les Cimes Bleues arrives, and suddenly, you see the Atlantic with fresh eyes.
The hotel settles seamlessly onto this history-rich coastline, boasting over 100 rooms classified as 4-star. But forget the stuffy palace, white-gloved service, and gilded ceiling paintings. The philosophy here is different: a contemporary family home, a place where you walk in as if it were your own, yet are treated better than anywhere else. Scheduled opening: June 2026.
Dorothée Delaye’s Signature Touch : The Beach Comes Indoors
Behind Les Cimes Bleues’ aesthetic, there is a signature: that of interior designer Dorothée Delaye. Her wager? To bring the beach indoors. The materials engage in a fascinating sensory dialogue : raffia, straw, natural woods, in a palette that captures the Atlantic light at all hours of the day. No ostentation. Just that particular warmth that only truly well-designed places can exude.
Dining : Scapa, Italy Gazing at the Ocean
And for dining? The hotel houses the restaurant Scapa, whose name evokes a Mediterranean port, but whose dishes celebrate local producers. Italian soul, Breton-Loire products : the marriage seems improbable, yet it is truly sublime. And for those with their feet in the sand, a beach restaurant completes the offering, because a lunch without a view of the waves would frankly be a shame.
Bârma 4-Star Hotel, Courchevel La Tania : The Mountain as You No Longer Dare to Imagine It
If La Baule is an ode to Atlantic softness, Bârma is quite the opposite: a cry in the rock, a declaration of war against overly sleek alpine chalets and too-predictable fondue lobbies.
Its name says it all. Bârma : the shelter in the rock, in Savoyard patois. A narrative promise that immediately sets the tone : here, you don’t just stay, you immerse yourself. The hotel is located in Courchevel La Tania, a preserved resort village nestled in the heart of Les 3 Vallées, surrounded by century-old fir trees, away from the hustle of Les Allées and the glitter of the 1850 luxury boutiques. Scheduled opening: December 2026.
Rémi Giffon’s Alpine Audacity
It was Atelier Giffon, founded by Rémi Giffon, that was tasked with translating this vision of a reinvented mountain into architecture and decor. The man himself speaks of a “strong narrative approach”, and one understands exactly what he means. Bârma is unlike anything else. The alpine codes are there, recognisable, but reinterpreted with a daring that commands respect.
75 Rooms, a Spa Carved into the Rock, and Ski-in/Ski-out Access
The spa is perhaps the most extraordinary detail of the entire project: an immersive mineral grotto, carved like a natural cave, where well-being takes on the air of an ancestral ritual. Here, you soothe your body after the slopes, away from the noise, in a cocoon of stone and steam.
And speaking of the slopes: access is ski-in/ski-out, with a dedicated ski room at the entrance. For mountain lovers off-piste, private guides are available in summer to explore the fauna and flora of Les 3 Vallées. Bârma is not a seasonal hotel, it’s a destination in its own right.
The “French Paradox” According to Giboire : Tradition and Audacity, Together
What truly sets La French Collection apart is its core philosophy. The founders speak of the “French Paradox” : this uniquely French ability to combine heritage with creative audacity, tradition with the unexpected. Hotels conceived as characterful homes, human-scale, deeply rooted in their local area.
And they walk the talk: French-made bedding, locally sourced amenities, discounts and special touches for train travellers, and promotion of eco-responsible practices. Positive ecology, Giboire style, isn’t a marketing ploy, it’s a fundamental stance, consistent with a century of territorial commitment.
« La French Collection translates the adventure of a family group into the world of hospitality. »
– François Giboire
Practical Information for Les Cimes Bleues Hotel – La Baule
- 🌊 Les Cimes Bleues – La Baule
- 📅 Opening : June 2026
- ⭐ Category : 4-star, lifestyle
- 🛏️ Capacity : 100+ rooms
- 🍽️ Dining : Scapa Restaurant (Italian-inspired cuisine, local produce) + Beach Restaurant
- ✏️ Interior Design : Dorothée Delaye
- 📍 Destination : La Baule, Loire-Atlantique, Atlantic Coast
Practical Information for Bârma Hotel – Courchevel La Tania
- ⛷️ Bârma – Courchevel La Tania
- 📅 Opening : December 2026
- 🛏️ Capacity : 75 rooms
- 🧖 Spa : Immersive mineral grotto
- 🎿 Ski Access : Ski-in / ski-out + dedicated ski room
- 🌿 Summer Activities : Private guides for Les 3 Vallées’ flora & fauna
- ✏️ Design : Atelier Giffon – Rémi Giffon
- 📍 Destination : Courchevel La Tania, Savoie, Les 3 Vallées
- 🌐 Website : hotelslafrenchcollection.com
More Information on The French Collection’s Official Website
The French Collection is the antithesis of soulless international luxury hotels that look alike from one resort to another. It is France as we love it: audacious without needing justification, deeply rooted without becoming complacent, accessible yet never mundane. Two hotels, two regions, one certainty: you’ll need to book early.
