As Paris‘ Notre-Dame cathedral has risen from the ashes, La Tour d’Argent is poised to offer the most expansive view of the city’s landmark.
Called the Augusta Apartment, the 1,500-square-foot space is perched atop the legendary restaurant and boasts expansive views over the Seine and the famous cathedral.
It’s named after Augusta Burdel, grandmother of current Groupe La Tour d’Argent president André Terrail, and was a family residence in its past incarnation. The apartment is filled with personal photos and artworks that nod to the restaurant’s history.
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“I decorated very much like if it was my own apartment. It’s a mix of very much a Parisian Haussmann style with Scandinavian atmosphere,” says Terrail, whose own mother is from Finland.
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Now guests are welcome to make it a home-away-from-home while they are staying in the City of Light, or even for staycations for locals who want to stay over after a languid meal.
La Tour d’Argent underwent an 18-month revamp itself in 2023, completely rebuilding the top floors. Paris’ oldest restaurant has been serving diners since 1582, and once its doors reopened, it quickly reestablished itself as a culinary landmark in the city’s ever-shifting gastronomic scene.
The apartment was designed by architect Franklin Azzi with panoramic views, a marble bathroom and a Finnish sauna with another church view. Noémi Langlois-Meurinne oversaw the interiors, with classic chevron wood floors and a velvet couch in a sunset shade that imbue the space with warmth.
A custom glazed ceramic piece from Maximilian Pellet was created in an Art Deco style to symbolize the meeting of Terrail’s grandparents in the 1920s. He commissioned the piece especially for the apartment to pay homage to the family’s roots.
Next to the open kitchen, where restaurant chefs can prepare an in-suite meal for guests, is a dining table that seats 12. Guests can enjoy a private meal, or host dinner parties for their friends.
The family’s history in hotels — his grandfather owned the Georges V, San Régis and Monte Cristo hotels, among others — gives Terrail a unique perspective on the city’s current where-to-stay landscape. The Augusta’s singularity, history and pedigree make the apartment unique in the ever-more crowded hospitality space, particularly with fashion brands entering the fray, he believes.
“The hotel offering in Paris is astonishing; all the new five-star hotels opening have really brought up the level very, very high. But you can definitely feel today that some customers want to live something a little bit different than the big hotels.”
One extravagant touch is an 18,000-euro custom mattress from Maison Treca that promises a deep slumber, atop a hand-stitched Tour d’Argent insignia. It’s the only one of its kind in the world.
Even boutique hotels can have dozens of rooms, he notes. “We have only one. So, when we have a customer, he’s our friend, and he’s the only one we’re going to think about. We can cater to their needs, and we can respond in some very innovative ways.”
A rooftop Champagne toast at midnight is not out of the question, for example. They’ll do their best to fill even the most unique request, he says.
Most guests have an historical affinity for the restaurant, and many want to hear his own story.
“Sometimes they want to spend time with me,” says Terrail, revealing the level of personal service he is willing to provide. “It’s a little bit like Disneyland. You know, if you go to Disneyland, you want to meet Mickey Mouse? Well, I guess I’m that guy.”
But he revels in the personal touch. “The really fun thing about this apartment is we have one customer, and we can really tailor anything to those customers. It’s very different in a hotel where you have many guests at times,” he says. “I enjoy it when I come to the apartment sometimes just to say, ‘Hi.’ I feel like I’m visiting some friends.”
Despite the hundreds of years of history and a Michelin star, Terrail says they skip the snobbery and aim to create fun, welcoming and laid-back experiences.
Those include a chance to cook with head chef Yannick Franques, a wine tasting class with head sommelier Victor Gonzalez or whipping up some sweets with head pastry chef Mourad Timish.
Guests can perfect their skills making cocktails with the head bartender, swirling coffee with latte art with the head barista or making bread and croissants with the head baker.
The latter experiences on offer take place in its own surrounding shops, what Terrail calls La Tour’s “Little Village.” The family has established a more casual bistro next door, a bakery, and épicerie on the block.
“The whole package helps you dive into La Tour d’Argent’s atmosphere. We’ve created a whole world that is very fun for us,” he says.
It’s part of the brand’s extended universe, which Terrail hopes to continue to develop, with a focus on being a neighborhood destination for artisanal food shopping for the high-end clientele that lives in the surrounding area. He imagines a cheese shop next.
The restaurant’s 300,000-bottle wine and cognac cellar is still under construction, and will reopen in the spring for private tours. For now, guests can taste bottles from the 1800s, or the staff can arrange tours outside of Paris, including a day in Champagne at Maison Roederer in Reims, or in Cognac with Maison Camus.
In the apartment, a bottle of Camus is always open, Terrail adds.
Terrail also created a signature scent for the apartment with nose Clémence Besse. It infuses the candles as well as the custom beauty and skin care products available. The products’ label is a photo of his grandfather, adding another family-oriented detail. A branded puzzle is another piece on offer.
“The apartment, from the business point of view, extends the brand universe into lifestyle,” Terrail says.
After four-and-a-half years of planning and construction, Terrail says they still have not arrived at the finished product — not that they ever will. “It’s never finished. We’re still working on it, still adjusting it, very much like you would do in your own apartment.”
With the iconic Notre Dame cathedral now reopened, La Tour d’Argent has a new perspective, and the restaurant has reasserted its special ties with the church. The restaurant recently held a dinner for the Friends of Notre-Dame de Paris organization, hosted by the Archbishops of New York and Paris, as well as events to celebrate the project’s architects.
“We were worried that probably customers would give up on us, in a sense, because we didn’t have Notre Dame. And on the contrary, it has actually created a new focus around Notre Dame, which for us is amazing,” he says.
The apartment is available for 1,800 euros a night, and experiences start at 2,800 euros.