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Local Matters / Changing Landscape

The Rue du Vertbois in Marais neighborhood is being transformed into a hip foodie destination

Paris_rue_du_vertbois

Parisian millionaire Cédric Naudon is transforming the Rue du Vertbois in the northern Marais neighborhood into a gourmet and design destination. The project, nicknamed ‘La Jeune Rue’ (the young street), aims to combine ethically sourced food with high quality design.

Having made a fortune in finance and real estate, Naudon bought and completely renovated his first restaurant, Le Sergent Recruteur on the Île Saint-Louis, in 2012. Jaime Hayón’s décor and Antonin Bonnet’s cuisine were soon inspiring accolades. Looking to open an Italian restaurant, Naudon bought a venue on the Rue du Vertbois in the 3rd arrondissement (district). He also added another four properties in the same street to his portfolio.

The idea took root to attract back bakers, butchers and fishmongers who once plied their trade there, as well as eateries offering a variety of cuisines. At the same time, Naudon commissioned top-notch designers to create individual interiors.

Naudon continued to buy up properties in the Rue du Vertbois and the neighboring streets of Volta and Notre-Dame-de-Nazareth. Forty-five locations later, the scene is set for a gourmet-arty transformation of this Bohemian locale.

 

old map of area

The décor of each gourmet spot has been created by top designers. So there will be a seafood store designed by Tom Dixon, a tapas bar by Jasper Morrison, an Italian restaurant by Patricia Urquiola, a speakeasy by Ingo Maurer, a butcher shop by Michele De Lucchi and a Korean street-food restaurant by Paola Navone. Another 40 locations are scheduled to open, including a contemporary art gallery and a cinema.

Naudon said, “La Jeune Rue will offer ethically sourced products at reasonable prices, according to what is seasonally available – and without intermediaries – direct from the farm. We’ll also create 250 jobs in the neighborhood.”

The cost of this ambitious concept is a well-kept secret. As is the location of Naudon’s next ‘Jeune Rue’ project, which is still under wraps.

 image © Ralf.treinen

 

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