The Experimental Group: a revolution in luxury hotels
Since its inception in 2007, the Experimental Group has continued to redefine the codes of hospitality, combining mixology, gastronomy and innovative design. Here’s a look back at the history and ambitions of a group that’s shaking up luxury hotel standards.
From cocktails to hotels: the rise of the Experimental Group
The story begins in Paris, with the opening of the Experimental Cocktail Club in the Montorgueil district. Three childhood friends, Olivier Bon, Pierre-Charles Cros and Romée de Goriainoff, embarked on the adventure, realizing that France was lagging behind in the cocktail bar market. Their innovative concept quickly attracted a young, trendy clientele, propelling the mixology movement in France.
Within a few years, the group had expanded to London and New York, adding to its expertise the support of spirits expert Xavier Padovani and Pétrus heir Jean Moueix. Building on this success, they realized their initial ambition: to combine their passion for cocktails with a vision of complete hospitality, by opening hotels.
A unique stylistic signature
The first hotel opens in Pigalle, a district in the throes of change. The concept is simple but bold: a small lobby, bar and restaurant on the first floor, with rooms above. Interior designer Dorothée Meilichzon, Olivier Bon’s partner, becomes the group’s design figurehead, infusing each establishment with a warm, contemporary aesthetic.
Each of the Group’s projects is part of a revitalization process. Historic places, often forgotten, are brought back to life by the Experimental Group. From Pigalle to Venice, Verbier to Ibiza, the group is restoring charm to iconic addresses.
Strategic development
In 2021, a major turning point comes with the raising of 380 million euros from Brookfield Asset Management and BPI. Part of these funds will be dedicated to the acquisition of new addresses, while the other part will finance the development of the brand. The group is not confining itself to the hotel business: in London, they are relaunching the Stereo club and inaugurating new cocktail bars, such as the Experimental Cocktail Club in New York.
Today, the Experimental Group operates some twenty establishments in six countries. These venues are carefully designed to reflect a unique identity, blending conviviality, design and culinary excellence.
Experimental Chalet in Val-d’Isère: an Alpine success story
In 2025, the Experimental Group opened its first five-star hotel in the French Alps: the Experimental Chalet Val-d’Isère. Designed by Dorothée Meilichzon, this establishment reinvents mountain style by combining Alpine tradition and modernity. With 110 rooms, a spa, a 25-meter swimming pool and two restaurants, this chalet has become a benchmark for après-ski and luxury enthusiasts.
The design is based on a theme called Spirit of the Forest, where every detail, from textures to furnishings, reflects a harmonious link with the surrounding nature. The contemporary brasserie and cheese table will delight gourmets, while the cocktail bar promises lively evenings.
International expansion underway
Future projects include openings in Rome, Chamonix and St. Moritz. In Paris, the Sinner, located in the heart of the Marais district, becomes the Experimental Marais after a complete overhaul supervised by architect Tristan Auer. The new establishment joins a growing list of prestigious destinations.
Each project reflects a vision shared by the four founders: to offer unique experiences by integrating their DNA based on mixology, gastronomy and a festive atmosphere. This approach attracts a loyal clientele in search of memorable moments.
A collaborative philosophy
The Experimental Group’s success is based on close collaboration between its founders. “Everyone thinks for four,” explains Romée de Goriainoff, underlining the importance of collective, considered decision-making. This synergy enables the group to operate simultaneously in several locations while maintaining high standards.
With almost 900 employees, the Experimental Group continues to grow without compromising its identity. Each establishment reflects a philosophy of hospitality where guests are invited to discover an art of living that is both luxurious and convivial.
Also read: The 10 most eagerly awaited hotels of 2025
