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Auberge Collection Redefines Experiential Luxury Through Music

Christian Clerc has a simple philosophy about luxury hospitality: stop replicating and start reinventing. As president and chief executive officer of Auberge Collection, Clerc is leading a portfolio that refuses to follow the industry’s well-worn playbook. “The industry today, everybody’s using the same designers, the same standards, the same restaurant chefs, the same concepts,” Clerc explained during an interview with WWD. “We’re the opposite of that. Every experience we create, we reinvent the wheel every time, and you’ll never see it again anywhere else.” This philosophy extends from the brand’s hyper-local design approach to its latest initiative, the Auberge Concert Series. Now in its second year, the series brings intimate performances by Grammy-winning artists like Maren Morris and Leon Bridges to properties ranging from Primland in Virginia’s Blue Ridge Mountains to Bowie House in Fort Worth, Texas.Music as Cultural CurrencyThe concert series emerged naturally from Auberge’s arts and culture pillar, but it carries personal significance for Clerc, whose father cofounded the Montreux Jazz Festival, one of the world’s oldest independent music festivals. That connection helped secure artists like Leon Bridges, whom Clerc first introduced to Quincy Jones at Montreux 12 years ago when Bridges was an undiscovered talent from Texas.“These top performers

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