Coquillade expresses the Provençal ‘art de vivre’ through movement, landscape and wine

Which elements of Coquillade Provence’s heritage are most central to its identity today, and how do you preserve them in daily management?

“What defines Coquillade Provence above all is its sense of permanence. This hamlet was shaped slowly – by monks, by farmers, by vintners – and that patience remains embedded in the land. The dry-stone walls, the vineyard terraces, the rhythm of the seasons: these are not decorative elements; they are the foundation of the estate’s identity. From a management perspective, authenticity begins with restraint.

“We do not aim to add character – it is already here. Our role is to protect it, reveal it, and allow guests to experience it naturally. This philosophy guides everything from how buildings are restored and new suites introduced, to how our teams are trained to share the story of the place with clarity, humility, and respect.

“This continuity is also Coquillade’s strongest narrative. Guests today are increasingly drawn to places that feel rooted rather than constructed. Coquillade’s heritage is not something we stage; it is something we live every day – and that sincerity resonates deeply.”

How do you balance preserving Coquillade’s historic architecture and agricultural legacy with meeting modern international hospitality expectations?

“The evolution of Coquillade has always been guided by the long-term vision of the Rihs family, whose approach has consistently been rooted in respect, patience, and deep listening to the site itself. From the outset, the intention was never to transform the hamlet, but to allow it to evolve thoughtfully – honoring its architectural and agricultural heritage while ensuring its continued vitality. As our late founder, Swiss visionary Andy Rihs, so simply expressed it: la vie, le vin, le vélo.

“From a management perspective, every decision begins with a simple question: does this belong here? The estate works closely with architects, artisans, and heritage specialists who understand Provençal materials, proportions, and traditions, ensuring that contemporary comforts never overshadow the soul of the place.

“International guests today expect refinement, but increasingly they also value discretion, meaning, and a genuine sense of place. Comfort should feel intuitive rather than visible. Whether through technology discreetly integrated into historic structures, wellness spaces designed in harmony with the surrounding landscape, or the introduction of the Luberon Suites – conceived for privacy, intimacy, and immersion – evolution at Coquillade is always deliberate and measured.

“This philosophy naturally extends to how the estate welcomes life’s celebrations. From honeymoons and weddings to private gatherings and full or partial privatizations – including group stays centered around the Luberon Suites – each occasion unfolds within the existing rhythm of the hamlet. Rather than reshaping the setting to suit the moment, the moment is shaped by the place itself, allowing history to remain a living backdrop, never a stage set.”

How does cycling fit into Coquillade’s identity, and how do cycling and viticulture together shape the guest experience?

“Cycling is deeply embedded in Coquillade Provence’s identity because it reflects the estate’s long-standing relationship with the land – and its founding history. Established by the late Swiss entrepreneur, art patron, and cycling enthusiast Andy Rihs, both Coquillade and BMC were rooted in a shared philosophy of precision, endurance, and respect for craftsmanship. Cycling was never an add-on; it was part of the original vision.

“That same vision extends beyond sport into culture. The Rihs family’s enduring love of art and music is woven throughout the hotel, shaping Coquillade as a place where creativity, expression, and human connection are as essential as performance. Works by talented artists, live musical moments, and thoughtfully curated cultural programming reflect the belief that excellence – whether athletic or artistic – is born of discipline, sensitivity, and soul. Long before modern roads existed, the vineyards were cultivated by hand and the hills traversed slowly. Cycling allows guests to engage with the landscape at a human pace – feeling the elevation, the wind, the scent of the vines, and the passage of time.

“Today, cycling, viticulture, hospitality, and culture coexist as expressions of the same founding philosophy: effort balanced by pleasure. A morning ride through the Luberon, an afternoon stroll among the vineyards, an evening shared over wine or music – these moments follow a rhythm that has defined life here for years.

“With Mont Ventoux returning to the Tour de France in 2025, this ethos takes on renewed resonance. Coquillade now invites guests to experience that spirit first hand through a series of exclusive cycling stays, created for individuals, families, and private or corporate groups of up to ten guests. Each experience is designed not as a performance challenge, but as an immersion – connecting movement, landscape, recovery, gastronomy, and Provençal art de vivre.

“More broadly, cycling has become a powerful extension of the Coquillade spirit. It attracts a community that values wellness, authenticity, and excellence without ostentation, while offering a natural framework for shared experiences, private buyouts, and meaningful time together. Whether guests arrive for cycling, wine, spa, art, or celebration, they leave having experienced something cohesive – a living estate shaped by history, movement, and soul.”