Mama Shelter has been on a worldwide journey, starting from the first hotel in Paris – which opened on 5 September 2008 – and evolving into a global brand with a current collection of 17 hotels. Throughout the years, Serge Trigano and his two sons, Jérémie and Benjamin, have pursued their familial passion for hospitality and paved their way to success by creating distinctive urban hotels across the globe.
Serge Trigano, The Founder
“Never in my wildest dreams did I imagine putting the name Mama Shelter on historic monument buildings,” says Trigano. “Rennes and Dijon, our two latest additions, are located in remarkable buildings in the heart of these two capital cities of their regions, Brittany and Burgundy.”
The Trigano trio had a bold idea: to open urban hotels, true living spaces, places of diversity, gathering and celebrations. They aimed to bring together under one roof affordable rooms, distinct dining and bars with original and quirky decor. All of this in a joyful, cool atmosphere, with welcoming staff and impeccable service. “We wanted to establish ourselves in beloved neighbourhoods with a story to tell. We hoped that through the restaurants open to non-residents, locals would embrace Mama Shelter, and travellers would feel the city’s vibe and heartbeat. We approached 80 banks and received 80 rejections until Charles Milhaud, then CEO of Caisses d’Épargne, agreed to support us.”
Thus, the adventure began on Bagnolet Street in the 20th arrondissement of Paris, in the location of an old parking lot discovered by Cyril Aouizerate, one of the leading figures in urban renovation, who was involved in the project from the very beginning. “In addition to Cyril Aouizerate, to ensure the success of my debut with Mama Shelter Paris East, I assembled an extraordinary cast: Philippe Starck for the decoration, Alain Sanderens, the Michelin-starred chef to create the menu, and my two sons, Jérémie and Benjamin. The success took us by surprise. Mama Shelter Paris East quickly became the headquarters for the thirties of Belleville, Père Lachaise and Buttes Chaumont – essentially the Right Bank – and also attracted business travellers, families and groups of tourists.” This was the first of an enchanting lineage for the welcoming brand, in harmony with its name. “Mama because a mother is the first woman we love and will love for our entire lives – the woman who loves you, pampers you, protects you and feeds you. Shelter, in English, means refuge, a sanctuary that envelops and welcomes you.” At 77-years-old, Trigano’s passion for his urban “babies” remains as strong as ever. He personally tests and inaugurates each hotel, welcoming the staff, encouraging them and thanking everyone who contributed to its creation.
“Today, with 17 Mama Shelter hotels forming a united family, our alliance with Accor in 2014 enabled this development. Since 2021, as part of Ennismore – a joint venture with Accor – we have established ourselves as leaders in this new kind of hospitality. More and more hoteliers contact us to join the brand. Our successful business model is based on management, not ownership. And we do it together with Ennismore.”
Cédric Gobilliard, The Accelerator
As the COO of Mama Shelter, Cédric Gobilliard shares the same vision: “I am working alongside the Trigano family. It’s a case study, a genuine human relationship, without any interference, a vertical sharing of responsibilities. We are extremely close, bound by the values of Mama Shelter and its authenticity. When big groups like Accor acquire small family businesses, they often dilute them. They lose their identity, sometimes even their name. The intelligence and foresight of Accor and its CEO Sébastien Bazin lie in keeping the founders on board, working with them hand in hand. It’s a bold gamble. My goal is to manage while preserving the Trigano imprint. I listen to them. The Trigano family gave me their blessing and passed on their values. We have forged strong, emotional connections. I am here to protect them and continue developing Mama Shelter – and it’s working. We are witnessing the blossoming of a magnificent small entity, thriving like a flower, benefiting from being part of Ennismore, where each leader embodies the brand they manage. That’s my role.”
Two openings are planned for 2024. Mama Shelter Dubai, scheduled to debut in early 2024, is an alluring gem in the desert, comprising 197 guestrooms and 204 apartments, as well as multiple dining options, a terrace with four pools and an outdoor CinéMama.
Returning to France meanwhile, Mama Shelter heads towards the French Riviera for the opening of Mama Shelter Nice in June 2024, located in the central Riquier neighbourhood, just 600m from the iconic Old Port of the city. The vibrant hotel will offer 102 colourful rooms, a restaurant and a rooftop with a pool.
There’s more to come beyond 2024 too. In the El Poblado district of Columbia’s mountainous city, Mama Shelter Medellin will feature 150 rooms, a restaurant, a bar, over 3,000m2 of co-working space, 500m2 of meeting room and a rooftop pool.
In the Oerlikon shopping district of Zurich meanwhile, a new Mama Shelter is to comprise 178 rooms, a restaurant, a rooftop area, 550m2 of meetings space and three karaoke rooms. And in Africa, Mama Shelter Casablanca will boast 92 rooms and 49 apartments, as well as two restaurants, 120m2 of events spaces and a large 47m pool.
Mama Shelter Singapore in the heart of the city’s Killiney Road will offer 115 rooms, a restaurant and a rooftop pool, while Mama Shelter Downtown LA completes the pipeline with 149 rooms – including four suites – two festive restaurants including one on the rooftop, and a coffee shop.
Ultimately, Mama Shelter aims to have a portfolio of 50 hotels worldwide, which, according to Cédric Gobilliard, would form a cohesive and unique collection.
“My role is to ensure growth without crisis, maintaining the brand’s identity and community spirit. I implement the necessary processes and keep an eye on general market trends. I strive to anticipate customer expectations while ensuring that our prices remain accessible, considering that 60% of Mama Shelter’s revenue comes from dining. The quality of services and materials may evolve, but the DNA remains unchanged. We even strengthen the lively and joyful ambiance.
“When I meet with investors, I tell them, ‘In this smooth, standardised world, Mama Shelter wants to work with you because you are authentic, not smooth. Therefore, I propose a management contract with a clear set of guidelines, and I emphasise that our teams take care of everything, from design to dining, from recruitment to customer experiences.’ And we persuade them: proof of this is that more and more medium-sized cities in France approach us to meet their community’s needs and provide quality tourism.
“The same goes for the United States. Our local signature and local expertise are real and significant assets. As well as the attention we pay to the recruitment of staff. I personally interview all hotel managers because they represent Mama Shelter on-site and embody its values. Mama Shelter is, above all, a family. Evidence of this: all hotel managers attend each hotel opening. Serge Trigano delivers a deeply sentimental speech, like a father marrying off one of his children. It’s a celebration, a family gathering, a truly remarkable family.”
Benjamin El Doghaïli, The Designer
Architect, decorator and Head of Mama Design Studio, purist but also a fan of pastiche, often exclaiming, “so cool,” Benjamin is now responsible for designing all the hotels. “I have the immense privilege of being chosen by the Trigano family to succeed Jalil Amor, the first Head of the studio. They were daring to entrust me, a 32-year-old, with this responsibility. They knew that Jalil had worked with Philippe Starck on the first Mama Shelter hotels and had introduced me to their magical world of design, teaching me to draw objects and lasting furniture.
“Jalil was my mentor, but he allowed me to express myself and find my place. Since the opening of my first project, Mama Shelter Rome, two years ago, I have been involved in each new project. I love playfulness, intricacy, artists, and drawings, and I design each hotel to retain its personality and style as it ages, always reflecting the soul of the city and the neighbourhood where it is located – it’s essential. We must not forget that Starck was the first to define the strong markers alongside the Trigano family.”
Benjamin also acknowledges the opportunity to develop new materials, collaborate with graphic designers, companies and local artists capable of crafting custom pieces for Mama Shelter. “70% of the decoration is exclusive, born from my designs, while 30% comes from external sources like Pierre Frey, who creates custom pieces for each Mama.
“Today, on my construction sites, I take more into account the customer experience and the specificities of each region and country. Let me give you two simple and illustrative examples: In Rennes, inspired by the Odorico brothers, Italian artists who settled in Brittany and adorned numerous buildings with Art Deco ceramic works, I designed a counter in their style featuring a frieze of sausage and pancake galettes made of ceramic tiles. In Dijon, with the collaboration of artists, I recreated the polychrome tile roofs and the undulating vineyards nearby. I do the same in Dubai, Medellin and everywhere else. Nothing repetitive or smooth, but always in the Art de Vivre, joyful spirit that characterises Mama Shelter.”
With its strengths, identity and differences, supported by Ennismore’s teams, Mama Shelter is writing a new chapter in its history, the chapter of its presence on five continents: Europe, North and South America, Asia and Africa.
