AMAVIA’S CO-FOUNDERS

Amavia Collection is entering a new phase of development. What does this expansion represent for you?

This expansion is the natural evolution of Amavia. Following the success of Amavia Collection in recent years on the French Riviera, and with the arrival of new shareholders, we are now able to grow the brand both in France and internationally. Our clients are asking for new destinations, and we intend to meet that demand by offering the same experience in some of the world’s most sought-after locations.

What have been the driving forces behind this growth? Was this an ambition from the very beginning?

The driving forces behind our growth are, first and foremost, the success of our initial villas, repeatedly awarded and praised by our clients. We also opened part of our capital, and this strong shareholder base has become a key driver of our development. Finally, our ambitions have played a central role since the very beginning: we aspire to become the benchmark in luxury hospitality.

How do you select the new villas that join the Collection?

Each villa must be located in an exceptional setting, with a remarkable location and view. The property must be as close to perfect as possible, both as an investment and as a luxury hospitality offering. We then study how to turn the space into something truly exceptional, elevating it to meet the standards of the Amavia Collection. When everything aligns, we do everything we can to acquire the property.

Villa Madone is your latest opening. What makes it unique within the Amavia universe?

Villa Madone was designed by a renowned French architect and a celebrated landscape designer. Set facing the sea, every room offers a breathtaking view of the Bay of Villefranche. This villa has a unique DNA; it was in vogue 40 years ago, it is in vogue today, and it will still be in vogue 40 years from now.

How do you manage to preserve Amavia’s DNA in each new property?

Amavia is meant to provide guests with a true experience. This is the guiding thread of our entire approach. We design each property as if it were for our own personal use, and we strive to preserve the soul of the place whenever possible.

Tell us about the notion of awakening the senses, which is central to your approach. How does it manifest itself in practice?

Amavia Collection exists to offer our guests a truly immersive experience. To achieve this, we strive to engage all five senses. This is why every aspect of the experience is thoughtfully built around this central theme: refined gastronomy led by renowned Michelin-starred chef Alain Llorca, architecture with meticulous attention to detail, an artistic curation in each villa, and exclusive eco-conscious cosmetics created in collaboration with Casanera, among others.

What challenges do you face in this phase of expansion while maintaining a commitment to craftsmanship and bespoke quality?

The biggest challenge is time. It takes time to renovate a villa or a property, especially when so much attention is given to every detail. We are involved from the selection process all the way to choosing curtains and lighting fixtures. All of this takes time.

But the key is finding the right collaborators, training them, and keeping them. They are the ones who will deliver an exceptional experience to our guests.

Do you have a long-term vision for Amavia Collection? New destinations? New formats?

Becoming the benchmark in ultra-luxury hospitality is our ambition. We aim to expand within France beyond the Southeast region, as well as internationally in destinations such as Spain, Italy, and more.

How do you envision the evolution of quiet luxury in the coming years?

We are convinced that quiet luxury has a bright future. It’s not a trend, but a structural shift with lasting momentum. This is precisely what we aim to create through our villas and experiences: ultimate refinement, authentic and understated luxury.

If you had to sum up the soul of Amavia Collection in one sentence, which one would you choose?

I believe that after these various questions, one begins, hopefully, to understand the soul of Amavia. Amavia Collection offers an unmatched experience of authentic, understated luxury, unforgettable moments in truly exceptional places.

Through these conversations, one discovers that Amavia Collection is not merely a portfolio of exceptional villas — it is a shared vision shaped by passionate individuals devoted to craftsmanship, elegance, and the art of living.