I watched a few French films on the flights home yesterday. One of them was L’histoire de Souleymane, which I really enjoyed and was apparently very well received at the Cannes Film Festival last year. The story follows Souleymane, who is a food delivery cyclist and asylum seeker in Paris. And it takes place over a two-day period leading up to an interview that will determine whether he is granted permanent residency in France or whether he will be forced to return to Guinea. I won’t give away the movie, but he goes through a lot while he’s illegally working in Paris and preparing for this interview. And, there’s a plot twist. I also found it interesting to watch Paris through this lens. Paris is a city with many facets, and not all of them look like Emily in Paris. Maybe none of them really do.

One school of thought is that if you're not in the real estate business, and you're in some other business like fashion, then you probably shouldn't own a lot of your real estate. The general idea is that the opportunity cost of doing so is too great; it ties up a lot of capital, taking it away from the core business.

But then there's LVMH.

In 2023, the company spent €2.45 billion on real estate across the world, mostly for its retail stores. And then this week it was announced that, earlier this year, the company closed on the Villa Bagatelle in Cannes for €46.5 million. Supposedly this is one of the most expensive homes ever sold in the city.

LVMH plans to use the 12-suite villa for brand activations during events like the Cannes Film Festival, and then rent it out when they don't need it.

So clearly they are of a different school of thought. They are blending experiential marketing and real estate investing, which is an interesting approach. It also makes me wonder if this has something to do with the fact that Bernard Arnault started his career in real estate.

For more information on the Villa Bagatelle or to inquire about renting it for your next family vacation, go here.