Assouline Opens New Lifestyle Destination in Saint-Tropez
Luxury art book publisher Assouline has opened a new boutique in Saint-Tropez this summer in partnership with Scarlett. Conceived as an immersive destination, the space goes beyond traditional book retail, bringing together culture, lifestyle, and the French art de vivre under one roof.
Summary
- Assouline has opened a new boutique in Saint-Tropez in partnership with Scarlett
- The space is conceived as a lifestyle destination that brings together culture, design, and the art of living
- The boutique features a dedicated Ultimate Collection wall, library accessories, and home fragrances
- Curated vintage pieces and a semi-circular refreshment bar create an immersive visitor experience
- The opening reflects Assouline’s broader expansion into experiential retail and lifestyle-led destinations
The new boutique has been designed as a celebration of the Saint-Tropez way of life. Marked by Assouline’s signature red awning, the space combines Mediterranean warmth with contemporary sophistication, reflecting the brand’s distinctive aesthetic.
Inside, the boutique evokes the atmosphere of a collector’s apartment. Visitors can explore Assouline’s renowned book collections alongside a dedicated wall showcasing the brand’s Ultimate Collection of oversized luxury volumes. The space also features a curated selection of library accessories and home fragrances, further extending Assouline’s lifestyle universe.
Carefully sourced vintage pieces are integrated throughout the interior, creating a welcoming yet refined environment. At the center of the boutique, a semi-circular refreshment bar invites guests to browse, relax, and spend time with a book at their own pace.
More than a retail concept, the boutique has been envisioned as a cultural destination where books, objects, design, and hospitality converge. Through thoughtfully curated experiences, the space aims to capture the spirit of a Riviera summer while offering visitors a new way to engage with the Assouline brand.
In recent years, Assouline has continued to expand its experiential retail strategy. In 2024, the company opened a new Madison Avenue flagship in New York featuring the café concept Swans Bar, while also growing its presence in destinations such as Mexico City and Los Cabos. The Saint-Tropez opening further reinforces Assouline’s evolution from luxury publisher to global lifestyle brand.
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