Hello! I’m Pierre
Truly inspired by your work,
I wanted to share a quick reflection on Iconic House
Thank you for taking the time!
What if Iconic House experimented with new horizons?
Nestled in the forest canopy, where silence breathes and nature leads, a new chapter begins.
Elevated holistic wellness retreats by Iconic House
2. THE CONCEPT:
Treehouse Retreat
The Joy Of Missing Out
A low-tech retreat, where experiences outweigh possessions, and where crafts nature and well-being coexist in exclusives suspended lodges.
Stepping beyond villas, Iconic TreeHouse reimagines hospitality with a vertical perspective, a series of curated treehouses that foster relaxation, reconnection, and holistic wellness.
Each treehouse is a sensory retreat, designed with intention, rooted in place, and devoted to the well-being of mind, body, and spirit.
Building emotional resilience
Curated like Iconic villas
Celebrating local art, crafts & know-how
Low-impact, sustainable construction
Seamless indoor-outdoor living
Hotel-level comfort: bed, bath, kitchen, concierge
Story-driven design: each treehouse tells the story of its land, materials, and makers.
Intimate spaces designed for deep relaxation and complete well-being
Why extending the offer to TreeHouses,
would be a compelling evolution of the Iconic House concept?
Emotional & Sensory
experiences
Unique experiences and lasting memories are the new definition of luxury.
Meet the Rising Demand
for Purpose-Driven Wellness
Where rest, reconnection, and quiet rejuvenation shape the rhythm of your stay.
Art, Craftsmanship & Design,
still at the heart
Curated people, curated pieces and curated experiences.
Deepen Commitments
to Sustainability & Craft
Light architecture, low-impact building, highlighting local materials and artisanship,
And last but not least, these suspended lodges “treehouses” are highly shareable on social media, offering strong visual appeal and valuable visibility.
3. THE OPPORTUNITY
In 2025, wellness is even more a core element of hospitality. Travellers are now shifting toward a Purpose-Driven Wellness
Purpose-driven wellness is about designing hospitality experiences that go beyond relaxation, aligning with guests’ personal values, goals, and emotional needs. It prioritizes mental clarity, sustainability, and personalization to create meaningful, lasting impact on well-being.
How is it reflected in the treehouse concept?
Treehouses reconnect travellers with wonder, calm, and meaning, answering the rising call for restorative travel.
In a world where stillness has become rare, a new kind of luxury emerges, one rooted in presence, immersion, and elevation.
Treehouses evoke our inner child, a sense of wonder, adventure, and calm. Reimagined for today’s wellness-focused traveler, they become symbols of reconnection, with nature, simplicity, and self.
Treehouses awaken a sense of nostalgia, promoting restorative wellbeing.
Why now?
Rising demand for immersive, nature-based luxury escapes
Strong appeal in eco-conscious and architectural stays
Few high-end brands have claimed this space with design and service coherence
Awakens nostalgic emotions and supports rejuvenation
Offers adventure, surprise, and a restorative disconnection
4. BRAND EXTENSION LOGIC
Treehouses align naturally with Iconic House’s DNA, providing a new terrain for its values to thrive.
Iconic TreeHouse represents a natural evolution of Iconic House's commitment to intimate, effortless, and bespoke hospitality.
While maintaining the brand's core values, this new offering dives deeper into purpose-driven wellness.
Offering guests a perfect environment for a personalized experiences that restore body, mind, and soul.
5. THE CORE EXPERIENCE
Elevated Holistic Wellness
Wellness is no longer a luxury add-on, it's the beating heart of meaningful hospitality.
These treehouses, designed as suspended lodges, offer tailor-made experiences to explore wellness through interconnected dimensions. A sensorial and transformative journey:
Physical - Mental - Sensorial - Sustainability
Physical Wellness
Treehouses support the body through restorative sleep, gentle movement, and nourishing, seasonal food. Forest yoga, outdoor baths, and natural rhythms help guests reconnect with their physical selves.
Mental Wellness
Silence, slowness, and space to think. No screens, just breath, light, and time. Each stay is a digital detox designed to bring calm, focus, and mental clarity.
Sensorial Wellness
Every texture, scent, and sound is curated to soothe. From warm wood and linen to birdsong and filtered light, the atmosphere invites presence and reconnection.
Few examples of rituals that regenerate the body, calm the mind and soften the soul.
Sleep sanctuaries: acoustically insulated cocoons, natural linens, blackout systems, and slow lighting rituals to restore circadian rhythms
Thermal rituals: outdoor baths, forest saunas, and cold plunges inspired by Nordic hydrotherapy
Nature-led movement: morning forest yoga, barefoot walks, gentle mobility sessions integrated into the natural terrain
Mindfulness & silence: analog libraries, journaling corners, guided breathwork, and silent zones for full mental reset
Nutrition for energy and clarity: locally sourced, seasonal meals focused on gut health and neuro-nutrition, curated with expert chefs
Emotional wellness: immersive storytelling through materials, scents, view and space, a multisensory dialogue with the surrounding landscape
Therapeutic workshops: designed to support long-term well-being.
Meditative Hiking: Blending intentional, slow walking with mindful awareness, using breath, senses, and nature to foster emotional renewal
6. SUSTAINABILITY & LOCAL INTEGRATION
Respecting place and people, every treehouse embraces low-impact design and champions local craft.
Light-touch, elevated architecture with no foundation digging
Use of local materials: wood, hemp, stone
Energy efficiency and eco-responsible systems (e.g. greywater)
Interior design inspired by regional crafts
Supporting local artisans, growers, and suppliers
Engaging local communities and economies through thoughtful partnerships (from local artisans to farmers).
7. LOOK & FEEL
In line with the already refined identity of Iconic House,
this concept extends into a sensory language rooted in texture, light tones and timeless forms, with nature as the first layer of design.
Materials & Textures
Local, tactile materials
Soft finishes
Repurposed vintage furnitures
Color Palette
Earthy neutrals
Natural light emphasis
Shapes & Forms
Curved and organic forms
Low and grounded furniture
Biophilic gestures
Atmosphere
Minimal yet soulful
Silent luxury
Mood lighting
Signature Details
Indoor-outdoor blends
Craft stories
8. MARKET TRENDS & DATA
Data confirms it: travellers now seek emotion-rich, wellness-centric escapes anchored in nature.
Treehouses and nature stays among top Airbnb search terms
Wellness tourism market projected to grow to $1.4 trillion by 2027
Luxury eco-tourism and slow travel gaining momentum post-pandemic
Emotional loyalty: deeper brand attachment from transformative stays
Longer stays & better off-season occupancy for wellness-focused destinations
Sources :
If you’ve made it this far, thank you!
I’m sure you and your team are already well informed (and more than myself!) about hospitality trends.
But I felt inspired by what you’re building and didn’t want to miss the chance to share a few thoughts.
If this vision resonates with Iconic House, I’d be glad to connect and explore how I could contribute to this very inspiring project!
Have a great day !
pe.obeniche@gmail.com - 06 09 21 68 94 - peobeniche.com - Linkedin
I am Pierre-Emmanuel, designer and brand strategist, with 15 years of experience, including 8 years in China and now based in Paris - France, I specialize in branding, story telling and brand creation.
My focus is on helping brands tell compelling stories through meaningful experiences.
My background in product design has led me to explore various creative fields such as product design, retail, branding, short films, advertising, and brand activation, with entrepreneurship being a central aspect of my career.
Over the years, I've developed a deep understanding of what makes brands impactful. Brand rituals, experiences, and storytelling are key in amplifying a brand's voice and ensuring a consistent message for diverse audiences. I believe these elements are crucial in shaping contemporary brand culture and engaging consumers effectively.
Continuously seeking growth and improvement, I am dedicated to using my expertise and passion for brand development in all future opportunities.
About me
2023-Now: Creative partner / Revivals - Paris, France
2020-Now: Artistic director / Artijaan - Paris, France
2018-Now : CPO & co-funder / Mapatho - Paris, France
2017-2020 : Artistic director / Marcelle Dormoy - Paris, France
2017-2018 : Creative director / Managing partner Creative Capital - Paris, France
2012-2017 : Creative director / brand strategist Creative Capital - Shanghai, Chine
2011-2012 : Branding designer BETC design - Shanghai, Chine
2011 : Design research assistant / THE MEME - Boston, USA