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MAISON SOUQUET
JACQUES GARCIA - BOUTIQUE HOTEL *****
Paris
Intro
Project overview
The goal was coherence: translating Maison Souquet’s “sulfureuse” late-1800s Parisian universe ; Pigalle references, famous courtesans, and a celebratory spirit into a complete, service-ready beverage system. Champagne became the central ritual, supported by a cocktail and mixology program mirrored by a full no-alcohol twin menu. The experience was extended with an after-dinner selection oriented toward vintage spirits, a coffee program built with local roasting, and a grand cru tea program created in collaboration with famous tea master Yu Hui Tseng. Minibar and room service offers were reviewed to align with the hotel’s luxury positioning, alongside service cues such as uniform direction and a vintage-inspired glassware line (late 1800s to early 1900s references inspirations).
SNAPSHOT
Client : Maison Souquet
Luxury Boutique Hotel ***** (Paris, France)
Creative anchor : Late-1800s Pigalle, courtesans, celebration; champagne-led identity
Deliverables : Bar menu + full no-alcohol twin menu + after-dinner program + coffee + grand cru tea + minibar + room service + service cues + training
Menu architecture : A “journey through the hotel”, structured room by room
Key
Program pillars
— Bar design as the central thread of the spatial identity.
— Champagne universe-inspired rituals as a service signature and design element.
— Cocktail and mixology program + full no-alcohol twin menu.
— After-dinner selection oriented toward vintage spirits.
— Coffee program with local roasting partnership.
— Grand cru tea program in collaboration with Yu Hui Tseng.
— Minibar and room service alignment with luxury positioning.
— Service cues : uniform direction and vintage-inspired glassware line (Baccarat, St-Louis...)
F&B
Menu Concept
A journey through the house, room by room
The menu was designed as a narrative walkthrough of Maison Souquet. Each “Room” acts as a chapter with its own theme and emotional tone, transforming the act of ordering into a guided exploration of the hotel’s intimate geography. This approach replaces a standard category list with a structure that is both experiential for guests and practical for staff navigation.
Visual direction
Period typography and courtesan silhouettes
The menu identity drew from late-19th-century Parisian references, including era-inspired typography and lettering. The photography direction integrated the presence of courtesans through silhouettes, movement, and “passing figures” within the venue—suggesting a festive Pigalle spirit and a sense of mystery while keeping the narrative elegant and coherent across touchpoints.
Room architecture: themes, spirit families, and ritual moments
Each Room combines three layers :
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Theme & mood — the emotional register of the chapter
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Spirit families — the categories explored in that room
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Ritual moments — how the serve is introduced and performed
Curation: niche French sourcing with deliberate accents
The selection approach prioritized niche, small-scale references, largely French and often local, chosen for provenance and character. A limited number of deliberate exceptions were included as narrative accents ; such as raw mezcal expressions, select single cask single malts, and a few references influenced by British and Spanish traditions ; used sparingly to support the “travel” idea without shifting the center of gravity away from the house identity.
House-exclusive bottlings: numbered editions for Maison Souquet
A portion of the offer included special, house-exclusive bottlings created specifically for Maison Souquet: unique, numbered editions, notably in cognac, armagnac and calvados, bottled for the property to reinforce rarity, intimacy and a private “house” feeling within the vintage after-dinner sequence.
A no-alcohol mirror as a first-class experience
The cocktail offer was fully duplicated in a no-alcohol version to ensure the same narrative path, structure and emotional intent. This was designed to provide equivalence in choice and experience ; not a secondary alternative list.
Signature highlight: a floral no-alcohol welcome drink
A floral no-alcohol welcome drink was created as an opening signature, designed to symbolize the Pigalle spirit while remaining aligned with the property’s tone: celebratory, sensual, and refined.
Architecture & Décoration
Jacques Garcia
Project
FAQ
QUESTIONS
What was the creative reference for the menu and program?
Late-1800s Paris: Pigalle, courtesans, celebration energy and a champagne-led identity.
How is the menu structured?
As a journey through the hotel, with themed “Rooms” (e.g., Mexican Room, French Room, Spanish Room) hosting spirit families and moods.
Is there a non-alcoholic version of the menu?
Yes. The cocktail menu was fully duplicated as a no-alcohol twin menu.
What is included in the after-dinner program?
A dedicated after-dinner sequence built around vintage spirits, including house-exclusive numbered editions in categories such as cognac, armagnac and calvados.
Did the project include coffee and tea?
Yes. A coffee program built with local roasting, and a grand cru tea program created with tea master Yu Yiseng.
Were minibar and room service included?
Yes. Both were reviewed and structured to remain coherent with the five-star positioning and the overall beverage narrative.
Did you work on service cues beyond the menu?
Yes. Uniform direction and a vintage-inspired glassware line were part of the coherence work.
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