Alain Dominique Perrin’s definition of luxury:
"Luxury is a relative value. We each have our own vision of luxuryt! But it is also what brings you more satisfaction than what you expected."

If luxury were an object, what would it be?
A diamond.

If luxury were a person, who would it be?
Louis Cartier.

If luxury were a place, where would it be?
La Fondation Cartier by Jean Nouvel.

If luxury were a moment, when would it be?
Dinnertime at Apicius restaurant, Paris.

The CV of Alain Dominique Perrin is a list of accomplishments in the world of luxury. As a Chief Executive of both Cartier and the Richemont Group, he has used his experience to own and manage Domaine de Lagrezette, a vineyard that is now known for producing reliable wines in southwest France; he started “Sup de Luxe”, a school of luxury marketing; and he created and is director of the Fondation Cartier art gallery. Yet his latest project is surprisingly less traditional. As the founder of Original Camping, Perrin intends to restore the notion of the family camping holiday, while giving it an edge of chic that will appeal to the luxury consumers he understands so well.

Born out of a love for Ile de Noirmoutier, an island off the west coast of France near the city of Nantes, Perrin bought the La Gueriniere campsite in 2007. After two years of renovation, which included the planting of 4,000 trees and the installation of new accommodation in the form of canvas teepees, Perrin’s Original Camping concept was unveiled in 2010. On top of all the expected camping facilities (swimming pools, kids clubs, a wide variety of sports), Original Camping also boasts a spa, a beachside restaurant, wi-fi internet and access to one of the most pristine beaches in the region, all of which gave it official 4-star status at opening. This season, with the opening of new sustainable cabins, Perrin anticipates that Original Camping will receive its fifth star. And with that, he can expect an influx of Cartier-wearing yummy mummies from Paris, as his career in luxury comes full circle from Cartier to camping and back.