Pharrell Williams sets his sights on luxury hospitality From Miami to rue de Rivoli

A new ultra-exclusive address in the 1st arrondissement

Following music and fashion, Pharrell Williams continues to expand his lifestyle empire—this time in the heart of the French capital. In partnership with Mohari Hospitality and Omnam Investment Group, Louis Vuitton’s Men’s Creative Director has acquired a historic property on Rue de Rivoli.

The goal is clear: secure a fifth star while meeting the exacting standards of a palace-grade hotel. To transform this massive 14,000-square-meter building, the artist will oversee the interior design, while Paris-based agency Valode & Pistre handles the architectural restructuring.

To complete this shift toward ultra-luxury, the property is banking on exclusivity. The room count will be halved to create around 100 spacious rooms and suites. To cater to a wealthy clientele seeking absolute privacy, the project also features four exceptional private residences set apart from the main accommodations.

The Miami precedent: A mixed record on the East Coast

This is not the designer’s first venture into hospitality. In 2021, Pharrell Williams teamed up with entrepreneur David Grutman to open The Goodtime Hotel in Miami Beach - a major 266-room complex designed alongside interior designer Ken Fulk, with whom the duo had previously launched the restaurant Swan and Bar Bevy, famous for its pink marble bar. True to Florida's aesthetic, The Goodtime featured an exuberant decor blending pastel hues, retro patterns, and a pop-art sensibility.

Five years later, however, the American venture has taken a turn. According to the Miami Herald, a California real estate investment fund has filed a $150 million foreclosure action against the hotel’s owners. A representative also noted that Pharrell Williams and David Grutman have not been involved in managing the property since late 2024.

Between a challenging local market and a complex urban repositioning on Miami’s Washington Avenue, the U.S. experience casts a shadow over his track record. With this new Paris venture designed for a highly demanding international clientele, Pharrell Williams has the opportunity to restore his hospitality prestige - this time betting on bespoke Parisian elegance over Floridian exuberance.