Caroline Putnoki, director of Atout France invitations her to France

Sensible, elegant and clear in her statements, even when typically her enthusiasm is blended with the phonetic fantastic thing about her native French, Caroline Putnoki acquired the report from DT on the Atout France workplace this week to speak concerning the second version of France Excellence 2022 – Latin America.

Caroline has been the Atout France workplace supervisor for 10 years and is the creator of essentially the most glamorous and splendid occasion on this facet of the Atlantic. Nevertheless, it’s not superficial glamor or extravagant or ostentatious luxurious. It’s French luxurious, elegant, inventive, mild and galvanizing. She talked about nearly the whole lot: members and visitors, the essence of French luxurious, the preparations and the very anxiousness that she and her crew are experiencing just a few days earlier than the second version of the occasion that takes place on September 19 in São Paulo in particular person, and digital kind throughout the remainder of the Earth. We current under, additionally by matter, the primary a part of the interview:

I prefer to create

It’s a conceptual occasion. It’s a idea that brings one thing new, within the discipline of tourism, and that brings loads of content material. It has loads of content material on a passionate matter: all issues French luxurious. That’s the reason the a part of the convention itself, which takes place on September 19, is open to everybody. Not solely journey businesses, but additionally, after all, open to journalists, influencers and the ultimate public.

Who can take part?

Any lover of France, any lover of French luxurious, any lover of French tourism, any lover of French luxurious tourism and journey lover can take part! The aim of this occasion, since final yr, is to make folks, members replicate on the necessity to reinvent luxurious and luxurious tourism. So, there are numerous subjects that will probably be lined in a short while, in about 4 hours of conferences, debates, spherical tables.

What’s subsequent and what’s behind French luxurious

The concept is exactly to demystify French luxurious. Along with the tremendous well-known manufacturers world wide, resembling Chanel, Dior, Louis Vuitton, manufacturers that make up the DNA of French luxurious, the occasion will deal with what’s behind this French luxurious, these manufacturers. And we’re not simply speaking about style. We can even discuss journey, inns, gastronomy. This yr we can have an necessary half devoted to gastronomy. As a result of the primary theme that I could not totally translate into Portuguese is known as “The style of creation”.

“Le goût de la création” refers to style, to the need to create. “Le goût de la création” refers back to the style of creation, to will, to motivation, and likewise to the French palate.

Encourage journey businesses

For me, a journey company proprietor creates all day, on a regular basis. They should create itineraries, they should encourage their clients to journey the nation. Create motivation. So typically it is an thought, it is a begin. That he says: “Ah! I believed that was superb. I will name that shopper so I can discuss it, suggest an motion… a visit.” So this convention is absolutely to encourage journey businesses as effectively and to have the ability to spend the whole lot they’ve behind French luxurious. So in style, magnificence and likewise in hospitality. What’s French luxurious? It has loads to do with custom, with historical past, with heritage, with tradition.

The Atout France crew in Brazil (left to proper): Regina Cerullo (Administration), Gessika da Silva (Commerce Promotion), Caroline Putnoki (Director), Izabele Pesinato (Deputy Director) and Beatriz Alves (Commerce Promotion Assistant) – Credit score: Paulo Atzingen – Journey Journal)

French luxurious is French tradition itself

French luxurious is intrinsic to the lifetime of the nation, to the tradition of France, and never solely within the resort business, but additionally in structure, within the city drawback itself. A French palace, just like the Ritz or Le Meurice, is tremendous linked to tradition. Simply the situation of those items is a tremendous factor. Le Meurice, which is near the Jardin des Tuileries and the Louvre, which has many hyperlinks with tradition, with painters, with artists. Many issues in France, for instance luxurious, are linked to tradition organically, traditionally. So you’ll be able to’t separate tradition from French luxurious, and that is elementary. It is vitally, essential. And French luxurious has been added to a brand new worth that has arrived lately, which is sustainability, and inside it’s environmental safety.

Why is French meals completely different?

After the opening, by which the French ambassador to Brazil, Brigitte Collet, will probably be current, the primary convention will probably be held by Löic Bienassis, who will discuss gastronomy, the French palace and why the French gastronomic tradition has been inscribed within the intangible heritage of UNESCO for extra for over 10 years. Why is French meals completely different? What’s completely different about these French gastronomic customs? The place does it come from and the way is that this style that marked the world of gastronomy, which nonetheless conjures up the entire world? This French meal has rites, it has phases, that are sacred, that are conventional. And everybody goes to France to search out out. So let’s clarify, let’s discuss it.

luxurious sturdiness

Sustainability can even be one of many huge subjects of Excellence France this yr, and the theme will probably be offered by Richard Bailley, proprietor of The Brando Lodge, in Tahiti, and Helene Valade, director of the LVMH group. These days, sustainability will not be elective, it’s necessary. It should be sturdy. And the large French luxurious manufacturers, whether or not in style, magnificence, cosmetics, gastronomy, inns, are increasingly with this want to supply in a extra sustainable means. In sustainability there may be the social facet, there may be the human facet and there may be additionally the environmental facet. Subsequently, the safety of nature is among the features addressed on this spherical desk, but additionally respect for nature, respect for processes that won’t hurt the planet.


The concept of ​​this yr’s occasion was to have a typical thread, a spine, so I got here up with the title “Le Goüt de la création” and left it in French as a result of it might’t be translated. And actually, this play on phrases, reveals and explains how France within the luxurious universe reinvents itself yearly. And on this planet of luxurious, as soon as once more, gastronomy, style, magnificence and journey. As a result of the creators of luxurious experiences are within the journey enterprise. How do they reinvent themselves? And the way does France reinvent itself and provide extra new sights yearly? So Le Goüt de la création is absolutely the spine of this yr, of this occasion.

Enterprise spherical desk

We had exponential progress after we determined to do France Excellence in a hybrid means. We attain all Brazilian journey businesses that work with Europe. Those that work with Europe, in the event that they nonetheless do not work, should work with France (laughs). As a result of France holds a particular place in Brazil and within the hearts of Brazilians. We’re slowly resuming face-to-face occasions and we thought that the French firms that had been going to take part on this France excellence weren’t but (all) able to go totally on-line. And I might need had a dozen, however I would not have had the present 28 taking part firms. So I am actually trying to provide you with an attention-grabbing pressure of French luxurious. There are new French inns that the Brazilian businesses do not know but, there are well-known exhibitors who did not actually take part, did not do a lot promotion up to now and are coming again. For instance, the Eiffel Tower. The good president of the Eiffel Tower, he comes right here to Brazil, he speaks Portuguese. He’s the good captain, the commander of the Eiffel Tower, he will probably be current at France Excellence.


Transcription: Caroline Figueiredo; reporting and modifying: Paulo Atzingen

Examine the schedule:

Monday, September 19, 2022

A Wonderful France 2022 this yr can have the face-to-face opening of the French ambassador to Brazil, Ms. Brigitte Collett. Then the author, historian and researcher on the European Institute for the Historical past of Cultures and Meals, Loic Bienassiswill maintain a convention whose theme is “The French palace and the French gastronomic desk at UNESCO“.

Then the spherical desk”The style of creation and the creation of style” can have the chef as members Laurent Suaudeaudirector of the Faculty of Culinary Arts that bears his title; Laurent Guezmeals critic for the French newspaper The echoes he’s a prepare dinner Jerome LacressonniereDirector of Ducasse Consulting. Mediation would be the accountability of the journalist Josimar Melo.

The second debate of the dayThe challenges of creation at this time within the face of sustainability” can have the participation of the resort proprietor Brando, Richard Baileyinstantly from Tahiti, and the Group’s Vice President of Environmental Improvement LVMH-Moët Henessy Louis Vuitton, Helen Valade. The moderator will probably be Carlos Ferreirinhapresident from MCF Consulting.

The occasion will finish with a lecture by Benedict EpinayCEO no The Colbert Committee, an affiliation that brings collectively all the luxurious manufacturers in France. The chief will convey details about how it’s huge homes French firms cope with sustainability and the present traits and challenges of the luxurious phase in its a number of manifestations: inns, gastronomy, style, perfumery.

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