Voyage Samaritaine reinvents experiential hospitality in Paris

MF: In June 2021, Voyage opened beneath the Art Nouveau glass roof on the fifth floor of La Samaritaine with a concept unprecedented in Paris: bringing together cuisine, art, events and experiences in a single venue. Would you say that Voyage has paved the way for a new, more experiential way of enjoying hospitality in Paris?

YH: Yes. The people who championed this vision in 2021 were something of a visionaries. At the time, bringing together a restaurant, an arts programme, corporate events and a genuine destination experience under one roof was by no means a given. Five years on, expectations have changed profoundly: both businesses and visitors are no longer simply looking for an unusual venue or a service; they’re seeking an emotion, a story, a complete experience. Cuisine, art, events and experience: that initial promise has become very much in keeping with the times. The boundaries between dining, culture, events and tourism have blurred. Today, people no longer come here simply to have lunch or organise an evening event: they come to enjoy a special moment in an iconic venue that tells the story of Paris.

MF: Voyage is the very first hybrid venue operated by GL events Paris Venues and one of the group’s first to have trialled hybrid event formats such as duplex broadcasting or live streaming. Now at the helm of a network of eight Parisian venues capable of hosting between 50 and 100,000 people, how has this experimentation changed the group’s strategy in Paris?

YH: Voyage has played a pioneering role in event innovation. It’s a real-life laboratory: we’ve experimented with new formats there, whether technological – such as the first hybrid set-ups, split-screen broadcasts and live event streaming – or organisational. We had to learn how to bring together a gourmet restaurant, a premium events business, a cultural programme and the constraints of a department store open to the public. This experience taught us that a hybrid venue does not work by simply adding activities together, but by creating synergies between them. This philosophy now underpins our entire Parisian portfolio: each of the group’s venues has its own identity, but all are based on this approach centred on experience and programming. The Maison de la Mutualité, for example, is once again hosting shows at the weekend, and the Paris Event Centre is developing its own cultural offering between corporate events.

MF: You manage a team of 42 staff, working across both a fine-dining restaurant and high-end events. Over the past five years, what has changed most in the expectations of companies organising events in Paris?

YH: I’ve noticed that companies have become much more demanding when it comes to the overall experience. For a long time, they chose a venue for its capacity, location and facilities. Nowadays, they’re looking for a venue that contributes to their brand narrative: they want to surprise their guests, create memories, generate content and offer a setting that has real meaning. They also expect a greater degree of personalisation and support – before, during and after the event. An event is no longer just an opportunity to get together; it has become a genuine tool for communication and employer branding.

MF: Just a stone’s throw from the Louvre and the Pont-Neuf, right in the heart of historic Paris, Voyage combines a dream location with a unique hybrid offering. Why would an international brand choose a venue like this rather than a more traditional event space to organise a product launch or a conference in Paris?

YH: An international brand that chooses Voyage isn’t just choosing a venue; it’s choosing a world of imagination. The venue now offers over 1,000 m² of event space, capable of accommodating up to 600 guests: 350 for a sit-down dinner, 600 for a cocktail reception. Its true value lies in its setting. Hosting guests at the top of La Samaritaine – an iconic building representing Parisian Art Nouveau and Art Deco, opposite the Pont-Neuf and just a few metres from the Louvre – lends a special dimension to the event. International brands today seek this authenticity: they want to offer a deeply Parisian experience, in a venue steeped in history, with a strong identity and symbolic significance.

MF: La Samaritaine, founded in 1870, is one of the capital’s most historic landmarks. How does this heritage setting enhance the experience for your event clients, and what does Voyage bring to it in return?

YH: Three words sum up this connection perfectly: heritage, modernity and Parisian magic. La Samaritaine is part of Paris’s living heritage. Since its renovation, it has once again become a true hub of creativity, hosting exhibitions and fashion shows by houses such as Louis Vuitton, Patou and Lacoste. This environment naturally enriches the events we host: brands come here seeking that convergence of heritage, creativity and modernity.
But the relationship works both ways: every year, our events bring several thousand guests – executives, staff, journalists and designers – to discover or rediscover the department store. Many extend their visit to the shops or exhibitions: our events play a key role in bringing the venue to life and enhancing its appeal.

MF: If you had to pick three events organised at Voyage that best reflect its identity, which ones would you choose, and why?

YH: First of all, I’d mention the filming of Emily in Paris, which perfectly illustrates the international appeal of the venue and La Samaritaine. Then there are the events linked to the fashion and luxury sectors, which find a setting here that is naturally in keeping with their image, such as an evening event organised with Netflix, the fashion show for Time, a Korean ready-to-wear brand, and the We Love Watches fair that we were able to develop. Finally, I’d highlight the most technically complex projects: bringing in a grand piano, completely transforming spaces, and devising bespoke set designs. These are challenges we don’t often talk about, but which perfectly encapsulate our profession: making the seemingly impossible possible, without ever compromising the character of the venue.

MF: The GL events group’s venues are part of an ISO 20121 certification process, specific to responsible event management. What has Voyage learnt in this area that is now inspiring the group’s other Parisian venues?

YH: We are naturally part of the CSR strategy championed by GL events Paris and the entire group, with joint initiatives centred on ISO 20121 certification: reducing energy consumption, training staff, and continuously improving our practices. We have also developed initiatives specific to the restaurant, in collaboration with chef Mathieu Viannay and our partners: seasonal cuisine, making the most of produce that sometimes falls outside traditional supply chains, careful stock management and an active drive to tackle food waste. On the subject of diversity and inclusion, last year we worked with the charity Les Affûtés, which supports young people with autism: we trained several of them at the restaurant over the course of a year. It’s one of our greatest achievements since I’ve been here.

MF: The first five years have laid the foundations for Voyage’s identity. How will this identity evolve in the coming years?

YH: We want to continue to build on what makes Voyage unique: its ability to bring together gastronomy, events, creativity and heritage. The first five years have been a real learning curve: we’ve had to raise awareness of a venue that is both hidden away and yet in plain sight, at the top of La Samaritaine. We’re now building on this momentum, and we’ll continue to develop our artistic programme, host an ever-increasing number of events that align with the venue’s identity, and make this a place where people come as much to enjoy an experience as to organise an event, day or night.

MF: How do you envisage the ideal event venue in Paris in the future?

YH: I think the ideal event venue will be defined less by its function than by its personality. The most attractive venues will be those with a strong identity, a programme of events, a vibrant daily life and a genuine connection to their surroundings. They’ll need to be able to accommodate multiple facets, operate responsibly, offer ever more immersive experiences and forge a link with their neighbourhood and its history. Ultimately, this is a vision we’ve been exploring at Voyage for the past five years: turning an event venue into a real living space.