We take a look back at the Green Globe certification obtained by the Evok Group’s establishments, the importance of a responsible approach in the creative and luxury industries, and Paris’s position as the Capital of Creation.
To begin with, could you explain how GreenGlobe certification is more than just a label ?
In fact, GreenGlobe certification is much more than just a label, because it constantly pushes us to move forward and challenge ourselves. Without it, we could easily find excuses not to evolve. For example, we could say that customers prefer things as they are and don’t want to move. But GreenGlobe certification, which is re-evaluated every two years, forces us to be proactive, to take stock and to be at the cutting edge of progress, not only environmentally, but also socially and socially. To maintain this certification, which is reassessed every two years, we have to constantly come up with new ideas and improvements, which is a constant source of reflection and innovation. It’s a demanding process, but it’s also what keeps us ahead of the game, especially in an industry like the hotel business, which can sometimes lag behind other sectors.
Can you give a concrete example of how this changes your daily life ?
Absolutely. Let’s take the example of restaurant menus. Before, we thought that customers absolutely wanted to find this or that ingredient on the menu. Thanks to GreenGlobe, we’ve taken the time to think about alternatives and have taken the decision to eliminate certain dishes, explaining this to our customers. GreenGlobe really encourages us to review our practices and find more sustainable solutions.
What role does ecology play in the Parisian creative scene ?
Ecology is essential for Parisian design, because it sets us apart from other design centers around the world. For example, in Korea, although they are trendsetters, ecology is not integrated in the same way. In France, and particularly in Paris, we try to integrate ecology into our creative processes, which pushes us to be more inventive, to rethink existing models and find new materials.
Why is it so important to include it in the luxury sector ?
Yes, it’s an important differentiating factor. A few years ago, particularly in the hotel sector, ecology could be seen as a way of cutting costs (you “take away” so it costs less). But when it comes to the luxury industry, going green often represents an additional investment. This is the fruit of a genuine conviction. Luxury is by its very nature sustainable, with products made to last and often to be second-hand. By integrating ecology, we reinforce this sustainability and add extra value to our experiences.
Why do you think Paris is the Capital of Creation ?
Paris is the capital of creation because it has this unique ability to challenge itself and turn these challenges into strengths. Paris has an incredibly strong base, but it doesn’t rest on its laurels and continues to renew itself unceasingly. The diversity and richness of Parisian creativity, whether in fashion, tourism or the arts, ensures that Paris remains dynamic and at the forefront of innovation. Quite the opposite of a Museum City.
Does Paris have any competitors in this area ?
In my opinion, Paris has no real competitors. The city has a history, big names and industrial groups like LVMH that over-invest in France, whether in their boutiques or in sponsorship. These players are locomotives for creation and enable young talent to exist. Paris has a head start thanks to its history and its ability to constantly renew itself. Ecology and the constant search for new models further strengthen this lead.
In conclusion, do you think Paris will always remain at the cutting edge of creativity ?
Yes, as long as Paris continues to renew itself and not rest on its laurels, it will remain at the cutting edge. The richness and diversity of creativity, whether artistic, industrial or artisanal, are major assets. And it’s this ability to integrate innovation and ecology that makes Paris the undisputed capital of creation.
Interview by Paris Capitale de la Création.
Née de la collaboration entre le Prince de Galles et la Maison Lalique, la plus grande suite de l’hôtel incarne une vision contemporaine du raffinement français. Design, artisanat et vues exceptionnelles font de ce luxueux appartement un concentré d’art et d‘excellence.
