LVMH Opens White 1921, an Eight-Room Luxury Hotel in Saint-Tropez

LVMH Opens White 1921, an Eight-Room Luxury Hotel in Saint-Tropez
The bar at White 1921 in Saint-Tropez
(Courtesy White 1921)

Last Thursday, a hotel called White 1921 opened in Maison Blanche, a big breezy estate on the Place des Lices, in Saint-Tropez. The first tenants were handed keys to its eight enormous rooms, which range in prices from 290€ ($365) a night for Room N°2, to 990€ ($1245) a night for Junior Suite N°9. 

An expensive and exclusive hotel is hardly uncommon on Saint-Tropez, but White 1921 has a backer that sets it apart. The place is operated by LVMH Moët Hennessy Louis Vuitton, the luxury behemoth behind the dozens of the world’s biggest fashion, liquor, and bubbly brands. This means the bar snack is white truffle popcorn, and it’s paired with a Moet & Chandon from 1921. It was such a good year for Champagne, they named the inn after the vintage. 

Other amenities include an expansive wine cellar housing the company’s array of wines and spirits, architecture from Jean-Michel Wilmott, and views of the park on the Place des Lices. 

But can Bernard Arnault outmatch Karl Lagerfeld in the side project hotel game? The Chanel designer has big plans for his revamp of the Hotel Métropole, in Monte Carlo. For that, Lagerfeld will install a restaurant from Joel Robuchon, frescos featuring Renaissance-style renderings of male supermodel Baptiste Giabiconi, glass panels chronicling the journey of Ulysses, and other fun perks. 

If you’re conflicted, you can always go to both. It’s just a two hour drive, along the Côte d'Azur, from White 1921 to Hotel Métropole.