Ambitious by nature
Driven by creativity
Thrilled by innovation

Sparkling French elegance

Le projet


For over 100 years, the Barrière family has reinvented the experience of high-end leisure and entertainment. Lucien Barrière owns 39 casinos, 15 luxury hotels and almost 130 restaurants and bars. How to give a new lease of life and a new identity to a brand with international ambitions?


From the luxury of the hotels to the thrill of the casinos, the common feature is the sparkle of a unique brand.


Lucien Barrière the man, becomes Barrière the brand, and with the new identity delivers on the powerful and singular promise of “sparkling French elegance”.
Bringing the group’s entire offer and services together under the name “Barrière” consolidates the perception of the company. The new graphic and editorial communication territory asserts the new positioning and applies to all stakeholders.