Baccarat, in celebration of its 260th anniversary, has embraced a notable transformation under new management, shifting its focus from traditional glass products to hospitality and experience-driven offerings. The introduction of a state-of-the-art furnace enhances sustainability and leads to the production of lead-free crystal. The luxury brand has invested €60 million in its new vision, culminating in the establishment of Ducasse Baccarat, a gourmet restaurant led by Michelin-starred chef Alain Ducasse. The shift emphasizes Baccarat's commitment to art, culture, and redefined brand engagement.
"What we have achieved is an incredible transformation into a lifestyle brand," said Laurence Nicolas, highlighting Baccarat's shift towards hospitality and experience over traditional product focus.
"The opening of Ducasse Baccarat has redefined our brand's engagement, marking a significant shift in how we connect with our audience through culinary experiences."
"Our new furnace not only emphasizes our commitment to sustainability but also allows us to innovate in our product offerings with lead-free crystal."
"The investment of 60 million euros over three years emphasizes our long-term vision to evolve Baccarat into more than a glass maker, embracing art, culture, and hospitality."
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