Answer extracted from the Beyond Luxury podcast — listen to the full episode below.
How did a luxury publishing house emerge from documenting a single family property in Provence?
Martine and Prosper Assouline discovered a property they loved in Provence called La Colombe d'Or and decided to create a book about it—not as a commercial project, but to capture its spirit rather than its reality. Though the family initially declined, they embraced the finished work when they saw how it honored the home's essence. The book's success over more than 30 years of continuous sales became the foundation that launched Assouline into a global luxury publishing house.
When Martine and Prosper first approached the owners of La Colombe d'Or with their idea, they weren't established publishers. They were driven by a single conviction: as Martine explains in the episode, the goal was "to show things with beauty. It's not just to show the reality. It's to show it in the best way."
This philosophy—treating a property not as a real estate listing but as a cultural artifact worthy of reverence—became the defining principle of Assouline's entire publishing model. Each book that followed, whether documenting Roger Federer, iconic hotels, or design landmarks, applied the same ethos: find the spirit within the subject, then let beauty amplify that truth.
The family's initial hesitation was understandable. They feared the book would become promotional material, a vanity project. But when they saw the finished product—a work that captured the intangible qualities that made La Colombe d'Or meaningful to them—they understood what Martine and Prosper were building. The book transcended commercial purpose and became a cultural document.
That single project's success was neither a one-time achievement nor a niche success. La Colombe d'Or has never stopped selling. Over three decades later, it remains in print and continues to find readers around the world. This longevity validated the couple's instinct that content built on authenticity rather than marketing has inherent staying power.
That single book gave birth to everything that followed. Today, Assouline has published more than 2,000 titles spanning fashion, travel, art, design, architecture, and gastronomy, each one shaped by the same foundational belief: that a book's true luxury lies in how truthfully and beautifully it captures the soul of what it documents.
"Culture. It's something that nobody can take from you. And it's going to shape you. And it's going to make your identity stronger."
Martine Assouline — Co-Founder and Editor-in-Chief of Assouline. Together with her husband Prosper, Assouline founded the luxury publishing house from a basement operation over 30 years ago, building it into a global brand with over 2,000 titles and expanding into luxury retail through Maison Assouline, culture lounges in London and New York, and bespoke library design services. Educated in French literature at Lycée Français with extensive travel experience, Martine brings a background in fashion and PR to her vision of publishing as cultural preservation.
What began as a personal love letter to a single house became the foundation of a publishing philosophy discussed in depth on this episode that has shaped luxury culture for an entire generation. The Assoulines proved that when you respect the subject and commit to capturing its essence rather than selling its image, readers return—not once, but for decades.
See also
Why do wealth transfer trends and generational spending behavior create a structural advantage for hospitality over traditional luxury goods?
Nearly 80% of the world's wealthiest individuals would rather invest in experiences than products, and Gen Z—who grew up during Instagram travel trends—prioritize hospitality as a status marker over physical goods.
What specific design details signal genuine luxury attention to anticipate guest needs without being asked?
Premium bathroom amenities—such as Dyson tools including blow dryers, air wraps, and hand dryers—alongside custom-sourced finishes like Murano glass demonstrate anticipatory service that makes guests feel understood before they request anything.
How do personal travel experience and cultural exposure shape an individual's ability to develop independent taste in hospitality and design?
Living in different places, traveling extensively, and accessing diverse cultural environments build a personal reference library of aesthetics that allows individuals to curate their own standards rather than follow mass trends.