Why did you choose Dubai as the home for Chouchou and what makes it an ideal location?
Dubai is a city that embraces the future while savouring the present—a perfect match for Chouchou’s vision. It’s a place where ambition meets possibility, where you can dream big and create spaces that blend luxury with a laid-back vibe. We saw an opportunity to introduce a touch of Riviera charm to Dubai’s vibrant scene, crafting a sanctuary that offers both exclusivity and ease. Here, amidst the city’s energy and love for the finer things, Chouchou is a place where the French Mediterranean spirit finds its perfect home.
How does Chouchou blend the timeless elegance of the French Riviera with the dynamic flair of the Middle East?
Chouchou is all about a beautiful balance—melding the relaxed elegance of the French Riviera with the modern vibrancy of the Middle East. Imagine golden light streaming through our signature verrière, breezy afternoons, and a joie de vivre that’s unmistakably French, layered with Dubai’s cosmopolitan energy. From our chic interiors to our coastal-inspired cuisine, every detail bridges the charm of St. Tropez with the sophistication of the UAE. The result is a space that feels familiar yet fresh—a celebration of culture and style, where each moment is an effortless blend of classic and contemporary.
Why did you decide on a members-only concept and what unique benefits and exclusive experiences do Chouchou members enjoy?
The decision to go members-only was about creating a curated crowd—an exclusive community of like-minded individuals, the true movers and shakers of Dubai. This space is for those who reside in the city that want a place to meet away from the usual tourist buzz. Chouchou offers them more than just access; it’s a place where relationships grow naturally over leisurely brunches or soirées under the stars. Every moment is designed to feel effortless yet elevated, fostering genuine connection among those who appreciate the finer things in life.
Chouchou members are part of an exclusive circle that unlocks the very best of what we offer. They have access to intimate events, like our members-only Thursday soirées at Les Salons, where the vibe is as curated as the cocktails. Plus, members enjoy priority bookings, personalised playlists by our resident DJ, and connections with a homegrown network of Dubai’s most intriguing tastemakers.
Can you describe what a perfect day at Chouchou looks like for a member?
It begins with a morning dip in the pool, followed by a slow brunch under the sun, savouring our chef’s selection of oysters and fresh juices. The afternoon unfolds with a relaxed lounge session, signature drink in hand, mingling with fellow members or simply soaking up the serene vibes. As the sun sets, the mood shifts; soft music fills the air, and Les Salons come alive with exclusive soirées that blend sophistication with a touch of Riviera charm. A gourmet dinner, the best of French grape, and the city lights as your backdrop.
Every moment at Chouchou should feel like time has slowed down, offering a chance to reconnect -with yourself, with friends, or with new acquaintances.
What lasting impression do you hope members will take away from their time at Chouchou?
Chouchou was always envisioned as more than just a beach house—it’s a carefully crafted universe inspired by the French Riviera, where every detail invites members to slow down and enjoy the beauty of life. I wanted to design a space that offer our members their ultimate coastal escape—a home away from home, but with that signature Riviera charm. Each visit feels like a dreamy summer at your own beach house, with sun-kissed memories, a sense of ease and a sparkle from the night before.
With Love Hospitality is built on family values. How do you bring that close-knit community spirit to Chouchou?
Chouchou is a reflection of our roots—a place where warmth, connection and authenticity shine through. Just as our own family cherishes togetherness, we’ve crafted Chouchou to be a haven where members feel a true sense of belonging. It’s not just about the space; it’s the stories shared over dinner, the familiar faces that greet you, and the little touches that make every visit feel like catching up with an old friend.
How do the hospitality landscapes in Europe and the Middle East differ? Are there unique challenges in each?
Hospitality in Europe is rich with tradition, while the Middle East, especially Dubai, thrives on innovation and reinvention. In Europe, it’s about upholding the art of service that’s been refined over generations. Here in Dubai, the challenge is to stay ahead of the curve, setting trends rather than following them. Europe focuses on timeless elegance; Dubai, on creating new experiences. Both have their unique challenges, but that’s what makes each so special. It’s a beautiful challenge to create something that feels both grounded and forward-thinking.
Could you share how you began your journey in the hospitality industry?
My passion began with art and design in its purest sense and developed into creating beautiful spaces and meaningful experiences. I started as a stylist for French TV and later moved into creative direction in fashion, where I learned the art of storytelling through design. This natural evolution led me into the world of hospitality—a space where every detail can evoke emotion and where moments are crafted to leave lasting impressions. My father Jacques played a pivotal role in guiding me toward hospitality, recognising my eye for branding and how my background in fashion could bring a fresh aesthetic to the industry.
The transition from fashion to hospitality allowed me to infuse style into spaces where people feel truly at ease, and Chouchou is the culmination of that journey. It’s where my experiences converge—offering a slice of French elegance to those who appreciate the beauty of every detail. Chouchou embodies more than just design; it’s about curating spaces that feel like home, filled with history, culture, and personal touches that make every moment special."
What advice would you offer to emerging female entrepreneurs navigating their own paths?
Stay true to your vision and let your authenticity shine. Trends come and go, but your unique perspective is your greatest strength. Don’t shy away from taking risks—each challenge is a chance to grow and innovate. Surround yourself with those who inspire you, and never underestimate the power of a supportive network. And most importantly, celebrate the little victories along the way. They’re the sparks that keep the passion alive and remind you why you started.
What guiding principle or motto drives your business philosophy?
"Lead the way, don't chase the crowd.” This guiding principle, a piece of wisdom that is at the heart of how we do things at Chouchou. In a world that’s constantly evolving, the key is to stay a step ahead—understanding what people desire before they even realise it themselves. At Chouchou, our aim is to create experiences that feel effortless yet unforgettable, where every detail speaks to a thoughtfulness that is both forward-thinking and true to our roots. It’s about creating a space where every visit feels like a beautifully curated moment, designed just for you. Discover Chouchou
