L’Avenue: A Peek Inside the Hottest Lunch Spot in Paris
Where the Rich, Famous and Powerful Gather During Paris Fashion Week
There are the fashions runways during Paris Fashion Week…
Valentino Spring 2022 Fashion Show, October 1, 2021
And then, there is the celebrity catwalk outside L’Avenue.
L'Avenue Paris
Never heard of it?
L’Avenue is the number one “see-and-be-seen” restaurant in Paris.
(Left to right) Justin Bieber, Kim Kardashian, Beyoncé leaving L'Avenue Paris
And it has been for 20 years.
What makes it the spot where the powerful gather?
This week, I sat down with Alex Denis, the handsome, charming co-owner of L’Avenue.
Alex Denis, L'Avenue co-owner
He rarely gives interviews but spilled a few secrets to his old friend… me.
“CANTEEN CHIC” POWER LUNCH
ALINA CHO: Let's talk about L'Avenue. This is the original, in Paris.
Spicy Tuna Tartare with Avocado, top menu item at L'Avenue
ALEX DENIS: I opened L'Avenue twenty years ago.
ALINA CHO: I can’t believe that. What was it before?
ALEX DENIS: It was really a typical old French rusty bistro, but it was more for coffee.
ALINA CHO: Not like this.
ALEX DENIS: No charm, no soul.
ALINA CHO: Where does the name come from, L’Avenue?
ALEX DENIS: L’Avenue [comes from] Avenue Montaigne [the famous street where the restaurant is located]. It’s iconic.
L'Avenue Paris, October 4, 2021
ALINA CHO: Like the Madison Avenue of Paris. So, what was your original idea for L'Avenue?
ALEX DENIS: The original idea was two things. It was to create “canteen chic” and to create the “power lunch” that you have in New York, but we didn’t have in France. Where people from all different [industries] — fashion, media, business, politics — all these people, they can come to eat.
CARDI B, RIHANNA, GIGI HADID – THE GANG’S ALL HERE
ALINA CHO: This is the number one power lunch spot in Paris.
ALEX DENIS: Yes.
ALINA CHO: Period.
ALEX DENIS: Yes. I think so. Yes.
ALINA CHO: How did you cultivate this crowd? Because everyone wants to come, particularly [those who work in] fashion.
ALEX DENIS: I personally try to be on the floor in the restaurant. [I’ve had] the same people [working] with me since many years. We identify who's who, and people know each other.
ALINA CHO: How many requests do you get for tables [during fashion week]?
ALEX DENIS: 300 to 400 requests from friends.
ALINA CHO: Every day?
ALEX DENIS: Yes. And this is important – we decide where people sit and [not the other way around]. It makes a difference.
ALINA CHO: How do you decide where to seat people?
ALEX DENIS: I like to know people directly or even indirectly. And if [I don’t], at least [I like to] see people try to dress up a little bit.
ALINA CHO: I'm sure they'll get a better table. I love sitting in this middle room here.
ALEX DENIS: The round room, yes.
The coveted Round Room at L'Avenue Paris
ALINA CHO: With only a few tables, how do you decide who sits in the round room?
ALEX DENIS: Most of the time it’s celebrities.
ALINA CHO: How many people do you serve on a busy [day during fashion week]?
ALEX DENIS: [On Saturday], we had 850 people.
ALINA CHO: Wow. Can you tell me some of the celebrities who passed through this time?
ALEX DENIS: Gigi Hadid came.
Gigi Hadid leaving L'Avenue Paris, September 28, 2021
This is the new generation, so a lot of influencers. Cardi B came also.
ALINA CHO: I remember when Rihanna came, this was a few years ago.
Rihanna arriving at L'Avenue Paris, October 3, 2015
I was sitting on the front terrace, and we saw the paparazzi first. We didn't know who was coming. Then suddenly Rihanna walked in, and it was complete madness. It was like a red carpet.
ALEX DENIS: Yes. What is very surprising is they [the paparazzi] arrive before [the celebrities].
ALINA CHO: They know somehow.
ALEX DENIS: They know. I don't know how. Most of the time we try to keep the information secret.
ALINA CHO: Because you know they're coming.
ALEX DENIS: They call me directly. It's just me who knows. But the [photographers], they’re ready.
CELEBS, CELEBS AND MORE CELEBS
ALEX DENIS: Sometimes you don't recognize people.
ALINA CHO: Give me an example.
ALEX DENIS: An example? [One time], I arrived quite late after lunch. I go upstairs and I see two guys…
ALINA CHO: Upstairs is what they call Siberia.
ALEX DENIS: Well, no. See, young people like [it] because you can be discreet for business or for appointments.
ALINA CHO: I guess.
ALEX DENIS: So, I see these two guys and I go to the kitchen [and I say to the chef], "I know this guy." Suddenly, I realize [it's] George Michael.
ALINA CHO: Nobody recognized him?
ALEX DENIS: Nobody recognized him. He was very cool, very nice. I introduced myself. I say, "Well, maybe downstairs you're going to feel the vibes of the restaurant and we're going to take care of you."
ALINA CHO: Did he move?
ALEX DENIS: Yeah, he moved.
ALINA CHO: You put him in the round room?
ALEX DENIS: Yes.
ALINA CHO: Who are some of the biggest [celebrities] who have come?
ALEX DENIS: They all come, seriously, in 20 years. DiCaprio. We had a dinner for The Irishman, so we had Bob De Niro, Harvey Keitel.
ALINA CHO: Icons.
ALEX DENIS: Madonna. LeBron James, Koby Bryant, Michael Jordan.
Michael Jordan leaving L'Avenue Paris, June 13, 2015
ALINA CHO: Bill Clinton.
ALEX DENIS: Yeah, Bill Clinton used to come with his crowd. And Prince really liked the purple room upstairs.
ALINA CHO: Yeah. Naturally.
ALEX DENIS: He used to come all the time. Such a fantastic memory.
L’AVENUE IN NEW YORK… PLUS, LOS ANGELES, SÃO PAOLO AND MIAMI?
ALINA CHO: Let's talk about New York. The L'Avenue in New York.
L'Avenue at Saks Fifth Avenue, New York, NY
ALEX DENIS: Yeah, New York, it was such an amazing adventure to open there. It's a dream. It's the American dream.
ALINA CHO: Especially at an iconic store like Saks Fifth Avenue.
ALEX DENIS: Los Angeles, it's the next project with Marc [Metrick, President/CEO of Saks Fifth Avenue].
ALINA CHO: In the old Barneys building — Saks now owns Barneys.
ALEX DENIS: Yes. On the top of Barneys in Beverly Hills, you have this famous restaurant called Fred's. It's closed now.
ALINA CHO: You're taking that space.
ALEX DENIS: We're taking that space, yes.
ALINA CHO: When do you plan to open?
ALEX DENIS: End of 2022.
ALINA CHO: I’m sure people in LA are super excited.
ALEX DENIS: Yeah. We had Demi Moore in [the restaurant yesterday].
ALINA CHO: In Paris?
ALEX DENIS: Yes. She came with [her daughter], Rumer. I know them since many years, so I said to them we are opening [in LA] and they're very [excited].
ALINA CHO: You surprised me the other night and told me you're opening in São Paolo.
ALEX DENIS: Yes. Also, yes.
ALINA CHO: You said Brazilian people are obsessed with L'Avenue.
ALEX DENIS: And obsessed with fashion.
ALINA CHO: They know L'Avenue.
ALEX DENIS: They know L'Avenue. I’ve got a lot of friends in Brazil and we [decided to do] it.
ALINA CHO: When are you opening?
ALEX DENIS: It's going to be probably next year.
ALINA CHO: Is there another place, you kind-of think, "Oh wow, maybe next"?
ALEX DENIS: Well, I love Miami.
ALINA CHO: I could see a L'Avenue in Miami.
ALEX DENIS: I love Miami. My daughter was born in Miami. I [have] only good memories there.
ALINA CHO: Why do you think L’Avenue endures?
ALEX DENIS: I think [the] restaurant [business is] a very feng shui job.
ALINA CHO: Really? In what way? It's about the energy.
ALEX DENIS: Yeah, the energy. When you [go to a] place, you feel immediately the energy. If the [customers] feel good, if the staff feel good, half of the job is done.