Family
In Paris, the townhouse spirit reinvented in a former reception hall.
At
Alexandra Sprung, Clément Tézenas and Joseph, 12
At Alexandra Sprung and Clément Tézenas’s home, conversation flows like a two-hander comedy. She — a brand strategist and founder of the agency Simone — moves effortlessly between creativity and precision, family memories wrapped in fur, and a passion for storytelling. He — an HEC graduate and reformed corporate man turned ambassador for the ethical coffee brand Araku — speaks with equal ease about the stubbornly aristocratic habits he can’t shake and the Indian cooperatives he works with. Together, they’ve reinvented the ground floor of a townhouse in the Nouvelle-Athènes district — a setting at once nostalgic and full of light, warmed by their collections of objects, artworks by artist friends, and family treasures. In short, a vibrant, welcoming place that fully owns its character. Here, Alexandra, Clément, and their son Joseph have crafted a way of life in their own image: cultured, joyfully talkative, and imbued with that fiercely free spirit that feels so… Parisian. Visit.
Location
Paris
Author
Elsa Cau
Photos and videos
Jeanne Perrotte, Gautier Billotte
Pierre Frey wallpaper
TSF
Alexandra, Clément — who are you?
Alexandra
That’s a good question — one I often ask myself. I always feel caught between several worlds. I’m the founder of the agency Simone, which advises brands on their strategy and image. Being between two worlds is also part of Simone’s DNA — as much Simone de Beauvoir as “En voiture Simone”, both iconic and down-to-earth! We always try to bridge the gap between the world of luxury and real people’s lives… A spirit not so far from that of The Socialite Family, after all!
Clément
Alex has a taste for destiny. I’m more modest in my ambitions. I’m just passing through this world — trying to leave… the best mark I can. Or at least, one that’s not too messy. (Laughs.) I run the specialty coffee brand Araku — an amazing project linking India and France, creating a direct, no-middleman connection between a cooperative of coffee growers in the Araku Valley nature reserve in India and consumers in big cities. All of it built on regenerative farming — with over 30 million trees already planted.
TSF
What’s your background, each of you?
Alexandra
I went to Dauphine and then Sciences Po. Pretty quickly, I fell into brand strategy consulting. I discovered a profession that isn’t really taught at school. I thought it was absolutely fascinating, but it lacked one key element: a connection to the world of creativity. Back then, you’d often see former agency heads with grand, almost allegorical visions for brands, but struggling to have a direct, creative connection with their clients. So, twenty years ago, I started Simone with two old friends. I was 25. Johanna was an art director at an advertising agency, and Kevin worked at L’Oréal. We wanted to bring marketing, creativity, and strategy together in one place — that’s what Simone set out to do.
Clément
I went to HEC, then worked in whisky, consulting, advertising, fashion — basically, I had twenty-five years in the corporate world, during which I was half-bored (laughs). Then came my midlife crisis, and since then I’ve become an entrepreneur. I work with an Indian foundation that produces specialty coffee and manage the brand’s development in France. Araku already has a coffee shop on Rue de Bretagne, soon another on Rue Soufflot, and a third near the Marché d’Aligre. Its coffee is also sold at Le Bon Marché, La Grande Épicerie, and in all the businesses that appreciate quality coffee.
TSF
So you’re a coffee enthusiast, Clément.
Clément
I knew nothing about coffee three years ago. But I’ve definitely become passionate. Every four months, I travel to India to meet our producers in the Araku Valley. I buy directly from the cooperative, so we’re really a direct extension of the farmers. In that sense, it’s probably the most virtuous coffee on earth. It’s an incredible project — socially and environmentally, it’s unbeatable. And on top of that, it’s delicious. The foundation behind it has existed for twenty-five years, and the coffee itself, under the Araku brand, has been around for about ten. It’s still very small — there’s so much more to do.
Alexandra
It’s a bit of a family story, actually: the foundation came to see my agency about ten years ago. At the time, they were selling this coffee from small Indian producers in bulk on the global market. There was no brand — and that’s when they decided to create one. They were keen to do it in France, because for them, it’s the land of art de vivre, good taste, and gastronomy. They came to Simone a little by chance, and we developed the entire concept, brand identity, and product design. Later, Clément took up the torch. It’s funny how things turn out.
TSF
What projects is the agency Simone working on?
Alexandra
We work on creating and repositioning brands, mostly in the luxury sector or at least with a strong creative value. We focus on their image, their name, their positioning, and their graphic identity. In the meantime, another partner joined us — now my one and only partner, David. He had already built companies and is the agency’s graphic designer. Today, he handles all the branding, while I take care of the strategy side.
TSF
Could you name one of Simone’s most notable clients or projects?
Alexandra
One of the clients that really launched the agency was Diptyque. Fifteen years ago, the company was bought by an investment fund, and at the time, nothing was set in stone. There was no marketing; it was quite crude. They came to us to help write the brand’s “bible.” We supported them through that entire development phase. It was a tiny niche brand back then, and now it’s this huge, fully international house. The challenge was making that transition without breaking the magic of a brand that, at the time, existed solely through word of mouth.
It’s a little unusual to enter straight into the kitchen in this very classic apartment.
TSF
What kind of environment did you grow up in?
Clément
Here, you’re really at the crossroads of fur and old-school aristocracy. I was brought up properly, in Paris’s 7th arrondissement, attending the same school from nursery all the way through to final year. I come from a large family — I have three brothers — with a journalist mother and a father who was a school head. We had our family apartment and a country house in Vendée. What more can I say? Yes, we do embody a certain type of classic Parisian cliché.
Alexandra
The family home is magnificent. Clément’s mother is a former journalist with impeccable taste, who did many portraits of writers and was friends with Karl Lagerfeld… There’s toile de Jouy everywhere and the curtains are absolutely over the top.
Clément
I don’t have that kind of taste at all.
Alexandra
As for me, I come from a family of Ashkenazi Jewish furriers on my father’s side. He was the only one among seven siblings who didn’t want to work in the family business, Sprung Frères. In every Jewish family, there had to be a lawyer and a doctor — and he was the doctor (laughs). I’m an only child. I grew up in Paris and went to a bilingual school, attending the same school my whole life with lots of friends from all over the world — a circle I still keep.
I lived with an entrepreneurial mother, a fashion press officer, who had her offices in our apartment. We had a very large apartment near Parc Monceau — both her showroom, where she showcased all the brands she worked for, and her office, alongside our private living space. It was a bit like the atmosphere here: grand mouldings, high ceilings, but very few furnishings because the space was too big, too many rooms, and what she loved was the openness — being able to host, to mix her personal and professional life, and to have space for her clothing racks. At the time, she worked for all the major brands: Céline, Jourdan, among others. She embodied the very essence of an ’80s fashion press officer!
My father, on the other hand, is nostalgic and emotional. He keeps a few small objects, but he’s mostly contemplative.
TSF
The environments you each grew up in seem to have had quite an influence on you!
Clément
Absolutely, for our cultural education: visiting museums, exploring châteaux, reading…
Alexandra
I think we’ve really built our taste together. We both took a big step away from our family backgrounds — him from a hyper-classical world, me from one quite disconnected from culture. Clément has a passion for the entire Renaissance. I live in a creative world — it’s become my profession — so I’ve learned along the way. But my first apartments as a young adult were very poorly decorated, honestly quite ugly. My taste has sharpened over twenty years. I didn’t arrive with a cultural or refined heritage, necessarily. But I think what I did learn from my parents, especially my mother, is how to inhabit a space. Even when there was little furniture, there was always life — it was very warm: always the right light, the right materials, creating a pleasant atmosphere.
TSF
You were telling me that Sprung Frères closed this year, after decades in the furrier district of Paris, in the 10th arrondissement!
Alexandra
Fur is, of course, a dying trade. Who still buys fur nowadays, at least new rather than vintage? Besides, they came from another era — the house was founded in the 1930s — they were artisans more than a fashion brand. They had managed to adapt and could have become a knitwear label. In the end, they were making cashmere, pelts, pieces that could still have sold and were beautiful, but it was too marginal for a company that had once been very large.
Johanna de Clisson wall ceramic and Bishop stool by India Mahdavi
We wanted to respect the history of this space and lean toward something a little more old-fashioned. You don’t decorate an apartment like this with Scandinavian furniture.
Jean Prouvé table, reissued by Vitra
TSF
How did you end up here, in your home?
Clément
I was the first to see this apartment. I thought to myself: it just fell into our laps. It was a friend who moonlights as a real estate agent who called us.
Alexandra
It was an inheritance. An elderly lady lived in this apartment in a very unconventional way. We’re on the ground floor of an old townhouse, like many buildings in Nouvelle Athènes — a neighbourhood I only discovered when moving here, a sort of enclave in the 9th arrondissement. Anyway, this apartment was basically just a reception area. The old lady, who must have been quite an eccentric, lived in the corridor, where she’d hung a small curtain to hide a single-seater sofa. That’s where she slept. All the other rooms — and there were quite a few, since our bedroom became the dining room, plus the salon and the veranda — were purely reception rooms. The place was filled with sofas, armchairs, couches, everywhere!
TSF
Did you do a lot of work on the apartment?
Alexandra
A lot, yes. When we moved in and started the renovations, I was expecting Joseph. We absolutely needed to recreate a family apartment in a space that hadn’t been designed for that at all. We stripped everything back. We were determined to keep the structure intact — the doors, which are stunning, the mouldings, even if they aren’t original. We later learned that the apartment had burned in the 1980s, so the original parquet floors were gone. The ceiling had originally been painted. Apparently, this apartment once hosted some incredible literary salons. The previous owner had managed to restore the place as best she could.
TSF
What was the biggest challenge during the renovations?
Alexandra
Redistributing the rooms, without a doubt! Creating bedrooms was a challenge. Joseph’s room is in the former kitchen. That immediately raised the question of where the kitchen would go. We debated for a long time about placing it, as is often the case, in the salon as an open-plan, American-style kitchen. At the same time, we loved that room and its volume — we didn’t want to disrupt the harmony. Then came the idea of putting it in the corridor, by the entrance. It’s a little unusual to enter straight into the kitchen in such a very classic apartment. Our architect, who’s also a friend, reassured us: “It’s done — I’ve seen it in Italy; people often enter apartments straight through the kitchen!”
TSF
And your bedroom acts as the passage between the salon and the more private areas.
Alexandra
We didn’t have a choice. It was the best we could do. I came from a tiny apartment and had always dreamed of a dressing room. But this space is so beautiful partly because there’s a lot of “lost” space. So we tried to make use of those areas. The entrance became the kitchen, and behind those very tall cupboards in the corridor is the laundry room, with all the appliances. We optimised the space as much as possible.
TSF
This winter garden, the veranda opening onto your garden — was it already here?
Alexandra
Yes! I think she wanted it when the apartment burned down. She built this veranda, and she did it brilliantly — it’s beautiful. We only changed the floor, adding underfloor heating beneath the antique tiles we found, so we can still spend plenty of time there.
TSF
What kind of atmosphere did you want to create here?
Clément
I don’t feel like we have a very defined style — it’s more an accumulation of objects we like. We can mix very contemporary pieces with my family heirlooms, my two armchairs from the 1920s, or artworks by friends. There are plenty of them on the walls.
Alexandra
I remember we agreed that we didn’t want to over-modernise and that we wanted to respect the history of the place, leaning toward something a little more old-fashioned. Without falling into an overly classic cliché, we added small contemporary touches to shake things up a bit. But you don’t decorate an apartment like this with Scandinavian furniture.
TSF
Tell us about a few specific pieces — furniture, objects, or artworks — that you particularly love here.
Clément
This photograph of the Tuileries was taken by my brother, the artist and photographer Ambroise Tézenas. It’s a daytime shot, but if you look closely, you can see shadows. The exposure is so long that moving people disappear from the image, leaving only a faint, ghostly trace. I really love that atmosphere. We also have other photos by my brother in the entrance and in the veranda…
Alexandra
We’re lucky to be surrounded by talented artists! Here, I have two etchings by an old friend, Étienne de Fleurieu; they create these impressions of fingers intertwined with leaf shapes, which I find beautiful. I also have this original piece, probably one of the first works by Hiromi — the ceramics and design studio founded by my former partner Johanna de Clisson. This piece is an abstract sculpture.
Clément
The four little dogs are the work of a friend, Elvire Bonduelle, an artist who now lives in Marseille.
Alexandra
You can’t see it here, but we have a cinema screen hidden at the top of the bookshelf. We couldn’t put a mirror above the fireplace, and for a long time it stayed empty — I didn’t know what to put there. In the end, we added this piece of Pierre Frey wallpaper, which we love.
Clément
The armchairs are part of my family inheritance, though I’m not exactly sure of their origin, except that they’re Art Deco. My mother gave them to me, and I had them reupholstered about twenty years ago.
Alexandra
They’re a bit battered, but we love them. The same goes for our headboard and bedside tables, which we found at the auction of the Hôtel Lutetia’s furniture in Paris!
TSF
And that bottle of Calvados over there?
Alexandra
I lead a double life! By chance, with some friends, we bought a cidery in the Cotentin called Maison Hérout. It was a small local gem from the 1950s, on the verge of closing. One of the first cidories to go organic back in the 1970s — an incredible cider. We completely redesigned and modernised it. They produce cider, Calvados, pommeau, and cider vinegar. Now our products are sold in high-end independent wine shops and small bistro-style restaurants, as more sommeliers are championing cider as a refreshing alternative. It even exports quite well to Korea, Japan, and the United States — very French cider at its best.
TSF
What are you currently working on? What’s new for you right now?
Alexandra
Simone, my agency, created the identity for the new Bus Palladium, which opens at the end of the year. This legendary venue, just near my home, has been completely redesigned by the brilliant Studio KO, with a five-star hotel added.
Clément
I’ve just opened a large coffee shop for my brand Araku near the Marché d’Aligre, where I was able to install my own roasting operation and invite the gluten-free baker-pastry chef Chambelland.
TSF
What are your thoughts on The Socialite Family?
Alexandra
The Socialite Family has revolutionised the world of interior design by embedding it in people’s real lives, giving objects a soul.
TSF
Do you have a favourite piece in our collection?
Alexandra
My first TSF crush was the cane bench. An old icon now, but timeless!
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