Since its beginnings in 2007, the Experimental Group has continued to redefine the codes of hospitality by combining mixology, gastronomy and innovative design. A look back at the history and ambitions of a group that is shaking up the standards of luxury hotels.
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, embark on the adventure when they notice how far behind France is in terms of cocktail bars. Their innovative concept quickly attracted a young and trendy clientele, propelling the mixology movement in France.
In a few years, the group exported to London and New York, adding to its expertise the support of Xavier Padovani, expert in spirits, and Jean Moueix, heir to Pétrus. Building on this success, they achieved 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 was opened in Pigalle, a rapidly changing district. The concept is simple but bold: a small lobby, a bar and a restaurant on the ground floor, and rooms above. Interior designer Dorothée Meilichzon, partner of Olivier Bon, becomes the figurehead of the group's design, infusing a contemporary and warm aesthetic into each establishment.
Each group project is part of a revitalization process. Historical places, often forgotten, are brought back to life thanks to the intervention of the Experimental Group. From Pigalle to Venice, via Verbier and Ibiza, the group restores charm to emblematic addresses.
Strategic development
In 2021, a major turning point occurs with the lifting of 380 million euros with Brookfield Asset Management and BPI. Part of these funds is dedicated to the acquisition of new addresses, while the other finances the development of the brand. The group is not limited to hotels: in London, they are relaunching the Stereo club and opening new cocktail bars, such as the Experimental Cocktail Club in New York.
Today, the Experimental Group manages around twenty establishments spread across six countries. These places are carefully designed to reflect a unique identity, blending conviviality, design and culinary excellence.
The Experimental Chalet in Val-d’Isère: an alpine success
In 2025, the Experimental Group opens 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 roomsa spa, a 25-meter swimming pool and two restaurants, this chalet is becoming a reference for lovers of après-ski and luxury.
The design is based on a theme called Forest Spiritwhere every detail, from textures to furniture, reflects a harmonious connection with the surrounding nature. The contemporary brasserie and the table dedicated to cheese will delight gourmets, while the cocktail bar promises lively evenings.
International expansion underway
Among upcoming projects, the group plans openings in Rome, Chamonix and Saint-Moritz. In Paris, the Sinner, located in the heart of the Marais, became the Experimental Marais after a complete overhaul supervised by architect Tristan Auer. This 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, looking for memorable moments.
A collaborative philosophy
The success of the Experimental Group is based on close collaboration between its founders. “Everyone thinks for four,” explains Romée de Goriainoff, emphasizing the importance of collective and thoughtful decision-making. This synergy allows the group to operate simultaneously in several locations while maintaining high standards.
With nearly 900 employees, the Experimental Group continues to grow without compromising its identity. Each establishment reflects a philosophy of hospitality where the customer is invited to discover an art of living that is both luxurious and friendly.
Also read: The 10 most anticipated hotels of 2025
