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Atica is a cultural table in the heart of Paris that creates culinary experiences,
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that explore world cultures
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through art and gastronomy. Each season, we explore a different culture.
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Atica Like many immersive experiences that revolve around art and cuisine, you buy a ticket in advance to take your place in a specific session. For example, we bought a ticket for two people for Friday at 7pm for the Basque experience. And so we arrive. This was all done online beforehand,
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When we buy the tickets, people tell us about their allergies. It’s a collective tasting for everyone. So we’re very inclusive of all forms of food preferences. So when people buy their tickets, it’s important that they tell us in advance what their food obsessions and preferences are so that our kitchen team can adapt to that and create something tailor-made for them.
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And so that’s important, we have a bias, we get to specify to them. So, it’s a collective experience where everyone lives at the same time. And so we have to arrive on time, like at the movies, like at the opera, like at the Moulin Rouge, like on a cruise on the stage. Exactly like all these experiences, like taking the plane, Atica takes place at 1 a.m. precisely, and then you arrive.
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In the first part, it’s the art exhibition, we have an aperitif and then we go to the table, and when we go to the table, the experience takes place at around 2 a.m. in six stages. These six stages are a series of acts and interludes. The acts are moments when we’re more at the movies. There’s no plate in front of us.
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We’re brought to look at the screen and be immersed in a certain story around a place or a character or an art form. And afterwards, when everyone is served, a plate is tasted and the screen moves into a stage we call interlude, which is an atmosphere that highlights the tasting and complements the plate. So the canvas becomes, takes the background and the plate takes the foreground and the canvas does the plate a favor.
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And that’s most, most of the experience. So there’s a bit of time where the canvas takes center stage. There’s no plate, it’s the acts and then it’s the interludes where the canvas takes over. The background is the plate and the foreground. We’re here to taste and enjoy a social moment and chat and taste the wine and that’s it.
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In a series of acts and interludes, we discover our plates as in.
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I’m Ramzi. I’m passionate about culture. I love to travel. I love discovering the world’s cultures and I love creating moments that help people connect with others, discover the world and get out of their comfort zone. In order to put my passion and my mission into practice, I created this Atica project four years ago now, and I’m working full-time on it.
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It’s a project of my life. And what is Atica? Atica is. Atica and Atica. We create culinary experiences that explore different cultures each season through gastronomy and art. The point is to bring all these cultures together in Paris, and we’re going to make the first Atica in Paris, and from there, we’re going to grow and do what’s out there in the world.
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There are 15,000 buildings in Paris, I saw 12,150 of them to find the right location, it took three years of real estate research with 285 real estate agents to find the right location. We finally found the place at the beginning of this year. We’ve started work and we’ve.
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And now we’re looking at a summer opening in Paris.
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Atica It’s an experiment, it’s about creating culinary experiences that start with cooking and increase with art to discover world cultures. So we think that a good exploration of a culture happens through gastronomy and art in its different forms. The protean arts for us are music, dance, sculpture, painting, photography, and the art of mixology at the bar too.
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So we work with all these art forms, even plastic art, table art, olfactory art, perfumery. It all depends on the season. Each season, we highlight our world culture, and depending on that culture, we work on the most relevant arts to highlight the history of that culture and take you on a journey there.
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For us today, chefs have been pushing, pushing, pushing their way onto the plate for years. We’ve done almost everything, we’ve seen it all, from traditional cuisine to nouvelle cuisine, to molecular cuisine very recently and for us. Sometimes, what’s missing in a culinary sense is looking outside the plate. A lot of people are already doing that, and it’s very, very good.
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Who thinks about the decor of the room, who thinks about the service, who thinks about the music. For us, if you really want to immerse yourself in a culture, it’s not enough to eat sushi to understand Japan. You can eat all the sushi you want in your life, but it won’t tell you much about Japan. If you really want to discover Japan and become more curious
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suggests having an aperitif while exhibiting, discovering an art exhibition we’ve highlighted in class.
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When we’ve created artists for the season. And so there’s an artist expressing himself through a form of work. The works in the first part of the exhibition will be sculpture, photography, installation or painting. It will be one of these forms of work, with an artist expressing himself on a theme that has taken root within him.
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And for you, you’re going to have an aperitif, a Basque guy from the bar with some amuse bouche, discovering a bit of this exhibition, it’s going to act as a bit of a Welcome Drink just before the start of your dinner. The second part of the experience after you take the stairs. We’re in an old cinema. This was the first cinema to show Alice in Wonderland in 1951, just across from the Notre-Dame.
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The premises used to be the cinema, the stage and recently it was an event space for him and therefore us. After the aperitif, we go down to the basement and on this staircase, we even have an olfactory work. A small olfactory exhibition around a perfumer with whom we’re working on the olfactory signature of the Basque Country. Attia And then we go down to the basement in the old cinema.
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We arrive in a room that’s 100 square meters, with a six-meter high ceiling. This is our immersive room. This is where you’re going to live most of your experience. We’re surrounded by a 360-degree screen. Our resolution this time is the highest on the market. Today, in terms of video and audio, we have Europe’s leading spatialized sound.
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This means that when the car turns on the screen, you can hear it turning around you. And now you’re in for a 2-hour experience with a six-stage meal exploring all the different facets of the Basque Country through art and gastronomy. We’ve got a six-step multi-tasting with a deal, but we’ve got a deal.
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The audiovisual work we produced ourselves in the Basque Country. So that lasts 2 hours. And then we’ll give you a gift to remind you of your trip to the Basque Country and to invite you to the next season. A little gift from other cultures around the world. So that’s the customer experience.
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So the menu. We’ve spent a lot of time talking to a lot of people in the Basque Country. It could be home chefs, normal individuals, grandmothers who brought us recipes, who told you about their terroir and the story behind their cooking. And so we’ve incorporated a lot of that tradition into the modern part.
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We worked with three-star chefs who helped us understand where the future of the Basque Country is going in terms of modernity. Where is this culture going? And so we put together a menu in collaboration with all these cultural experts. The same goes for the wines, with sommeliers and local winemakers. The same goes for the bar, with the best in the Basque country.
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So all that, we’ve got just over 100 artists collaborating and being put forward in this experience and we’re collaborating with them to bring us. It’s this. It’s this very specialized know-how that they have. We see that our role as TICA is to spread the word about the know-how of these people who already exist in their culture.
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And we’re a messenger who carries a bit of this wisdom and we present it in a way.
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We are a creator, we are a creator of experience. We’re bouquet gatherers. We see ourselves as a florist who will find you the most beautiful flowers in season today. Who’s going to match a white flower with a pink flower maybe, and put you in a bouquet? We see our role really as a florist, as a creator of experience.
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We are, we are pretty much like a museum. We’re not here to create art. We put ourselves in front of the work of a lot of people and we are, by giving a space of expression to all these artists via their various protean weapons, whether it’s a musician or a cook sommelier. And so our role is to create the most beautiful experiences for you and offer them in a bouquet.
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A unique bouquet that’s quite innovative and shows you our version of this culture.
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Speaker 2
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Season It can be anywhere from six months to a year. In terms of culture, it depends on how many artists we’re going to showcase, and also on the timing of the calendar. But the first season we’re going to work on is around Basque culture. So we’re proposing a trip to the Basque country with us, to see the Basque country from the Anti-Atlas, how we see things, how we see this culture, what we’ve been able to discover of this culture?
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What do we want to highlight? We’ll start with tradition and then show you the modality. How do we see the future of the Basque Country? Where is this culture going? What are these people thinking about? What do these artists have to offer? We’re giving a nod to tradition, and above all, we’re giving a big nod to modernity, to the future.
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to talk to a lot of people in the Basque Country. It can be home chefs, ordinary individuals, grandmothers who brought us recipes, who told you about their terroir and the story behind their cooking. And so we’ve incorporated a lot of that tradition into the modern part.
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We worked with three-star chefs who helped us understand where the future of the Basque Country is going in terms of modernity. Where is this culture going? And so we put together a menu in collaboration with all these cultural experts. The same goes for the wines, with sommeliers and local winemakers. The same goes for the bar, with the best in the Basque country.
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So all that, we’ve got just over 100 artists collaborating and being put forward in this experience and we’re collaborating with them to bring us. It’s this. This very specialized know-how that they have.
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We’re a creator, we’re an experience creator. We are bouquet gatherers. We see ourselves as a florist who will find you the most beautiful flowers in season today. Who’s going to match a white flower with a pink flower maybe, and put you in a bouquet? We see our role really as a florist, as a creator of experience.
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We’re, we’re pretty much like a museum. We’re not here to create art. We put ourselves in front of the work of a lot of people and we are, by giving a space of expression to all these artists via their different protean weapons, whether it’s a musician or a cook sommelier. And so our role is to create the most beautiful experiences for you and offer them in a bouquet.
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A unique bouquet that’s quite innovative and shows you our version of this culture.
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So we’ve already done several Atica prototypes and we’ve seen that it takes everything to make a world, so people aren’t all the same. Fortunately for the planet, we have a lot of diversity, so we’re not trying to evoke a specific emotion though, because everyone is different, so everyone reacts differently to the experience.
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In our three prototypes that we’ve already tried over the years, in the pop-ups we’ve done, we’ve learned that many people feel different things. Some people just find it a real change of scenery, and it helps them change the mood of their working day. And it’s an escape. And that’s the fun part.
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There are people who have much more curious emotions and they want to know more and they’re there to learn something. And these people are going to ask us a lot of questions. They’re going to dig, they’re going to do research, they’re going to ask me Ah, where’s that? Tell me more about this artist or this place or things like that.
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That, too, is an emotion we’ve seen create this curiosity. Some people think it’s just about entertainment, escapism and getting away from it all, while others are more interested in the artistic or cultural aspects of travel, and for some people, it’s the pure innovation that appeals, the technical part. They say it’s pretty crazy from an engineering point of view.
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The space
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is very ephemeral, which is as much a meal. It’s something that begins and ends, but it’s something we do every day. We make several meals a day and so for something that is so daily and so repetitive, how do we get into a world where people are so jaded, they see so many things, they’re so solicited.
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Their attention sits on their phones all day in power, the people around them, we’re so solicited right now. Our attention span is so short that it’s very, very hard to remember anything. And for me, the greatest luxury in life, the only thing we’re going to take with us when we leave this planet, is our memories.
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We can’t take anything with our weight that. And so for me, what I’m passionate about is creating moments that mark people, and in a very positive way. Moments that, in their bad moments in life, they say to themselves, you remember that day, we lived through that and it brings a smile to life. That’s what gives meaning to my life.
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I started my career doing that, creating places that make people happy. For example, I worked on the biggest children’s psychiatric hospital in the world in Canada, I was on a project and then it gives a lot of meaning to life to create spaces like that, airports that are places where people travel for weddings, but also travel during funerals, but also travel for divorce and these are spaces that mark people.
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And then I did it through gastronomy, which is creating experiences that mark people, and it’s also not very far, it’s spaces, it’s places, it’s reflected like a building, it’s not very very different.
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And that’s it,
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for me, that’s what fascinates me in life. I’m someone who’s super curious, who wants to understand everything and look at everything and read everything and taste everything and smell everything. And I think we have to keep creating moments that make people happy and leave a positive mark on them. And today, the way I do it, is just that.
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I put my life on canvas, I put my whole story on canvas. And how I think the world should be. So that’s the customer part of it, and then there’s the salaried part, which I’m even more passionate about.
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Speaker 2
today?
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I’m the curator of Sica, so I’m the artistic director. I really see my role as a gatherer of bouquets. There are many flowers in Atica Atica is a restaurant, a restaurant. Today, as things stand in our society, it’s a chef. It’s not at all staying. It’s many, many people killing themselves.
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And the credit, it’s a team credit. Atica isn’t much different. So with us, the kitchen is a very big flower, super important. We also have audiovisual, we also have service. We also have sommellerie and mixology. At the bar, we also have music, olfactory, art exhibitions, design, architecture and so on. In the kitchen, we have a chef who is responsible for his or her own culinary project.
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I’m responsible for the overall artistic direction. I’m responsible for the bouquet. Making sure that the bouquet is coherent and tells a story that resembles a eu. And that’s it, I’m going to work with everyone. I don’t just work with the chef, I work with the part, the art direction part, the audiovisual production part.
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I’m kind of in the way. So here I am. I manage all these teams to work in a good, coherent direction.
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Yes, at the moment, I’m very lucky to be accompanied by Christophe Champagne, who is a chef I really like. And Christophe is a very creative person. He started very, very young and was one of the youngest chefs in France. He had a great career with Alain Ducasse in particular. He’s responsible for the three Michelin stars at Le Meurice.
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After Yannick Ducasse left, took over Le Meurice. Christophe was the chef. He’s the one who got the three stars. After that, he worked in bistronomy, bistro and gastro too. He ran his own restaurant that I really liked too, called Papillon in 17ᵉ. And for me, Christophe is a very creative person because he’s playful.
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Christophe Il, he understands that cooking has to be fun and that we’re not just in the soccer business. This is our business. People are there to have a social moment and have fun. If you just want food, they could order it at home. People come to a restaurant to have an experience.
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And what I love about Christophe is that, unlike many adults, he hasn’t lost the kid in him. Christophe, cautious, is still a kid and playing in the kitchen and he invites me to play with him and we play a little to create this experience that’s going to be fun and uh and full of lightness.
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In fact, that’s what Christophe brings to the project and I’m very lucky to have him.
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Speaker 2
today?
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The Michelin Guide is something that is very, very important for the company. For the moment, I think that with time, it can, it can be challenged, it can evolve. So we’re positioning Atica at a level that can be starred. Will the guide give us the star, and for him, it’s a precise entry point for the guide, so we don’t know if it’s because it’s multi-sensory, because it’s multicultural, does it fit into the boxes or not?
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We have no idea, no. We’re proposing an experience that’s for us, and at that level, if the guide fits into the occasion, gives the star. That’s fine. If he doesn’t name a star, that’s fine too. So what’s important to us is the smile on our customers’ faces when they leave. And the next time we see him, we say hello.
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It was nice to see in the season a mask. Welcome to Japan, welcome to your trip. It’s either that or what’s important to us is to see the smile, to see that there’s someone who’s brought their child with them. He’s more marked because it’s the first time he’s come to an experience.
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In an immersive experience or in a rather gastronomic experience. And that’s what I’m passionate about, it’s the customer’s evening.
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So we got an opening just before the Olympics and that’s it. So we’re very close to the Place Maubert stage and the Notre-Dame. So the opening ceremony of the Olympic Games is right in front of us. And we’ll have a few days, a few weeks just before the Olympics. So there you have it. We’re looking at an early July opening.
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So we’re not. We’ve talked a lot about the experience for LAtica individuals or for people who come for a palace ticket, for two people, four tickets for four people. That’s easy. The other thing we do, of course, is privatize. And privatization. It can be for individuals or for companies, brands, and it comes in two flavors, so to speak.
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The first is that we privatize the Basque experience today, but we’re, we’re between 50 people and we’re living it, or we can go up to 200 people in terms of events, or it can be declined in other ways, which is I want a tailor-made experience and so for an individual, what’s a tailor-made experience? It’s my birthday, it’s my wedding, it’s a very, very important date for me.
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I’m celebrating a special day in my life. No problem. And then we create an immersive experience, tailor-made for these people, around the story they want to tell. So we’re working on customized audio visuals, customized menus, customized olfactory signatures and the music part, all that. So that’s one thing for individuals, for brands, the venue and an event venue, it’s an event venue just before our work.
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And so we continue. In this spirit, brands can take advantage of Atica for a few hours or several days to hold events. These events can range from G. a product launch to passion and I don’t want to do it in a rectangular room with a screen in it. And can I be in the and do a corporate presentation?
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That’s very possible. And I want the space for 2 hours. You could also imagine a fashion show over a few days, an event where you create customized experiences. For brands, that means here’s my brand’s DNA. I don’t agree. Here we are, the cleverest brand in the world.
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We’re recycling our values, aren’t we? And then we create a customized experience around Patagonia, i.e. visuals that resemble them, a menu that resembles the DNA of this brand. And that’s it. So that’s also possible.
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What Atica in Equipe, we have a lot of people who come from the restaurant business, the restaurant business today is a very difficult job. It’s one of the most primitive and earliest professions in the universe. Humans. When he arrived on his planet, the first thing he did was eat. So immediately afterwards, we learned that cooking could become a profession.
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So it’s a very old, prehistoric profession that hasn’t evolved much. It’s still a dinosaur job, it’s still very, very manual. And so the corporate culture in restaurants is not the most superb in the world. We’re not in companies that pay very, very close attention to start-ups. We’re not in the big CAC 40 companies that have procedures in place to ensure a great team culture.
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Here we’re in places where sometimes there’s a lot, a lot of pressure because there are services, we don’t have a lot of staff, we have to get out the cutlery. Tonight, we’re late for service, we have last-minute allergies. Tac, tac tac. All this creates a pressure cooker that puts people under enormous psychological pressure.
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We put physical pressure on top of that. Today, it’s very hard for humans to stay on their feet. Sixteen 6pm during the day, 8pm during the day. And so people are very tired physically, they work very very long hours and there aren’t many people on the team and so they’re stressed. What does all this add up to?
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It leads to violence, it sometimes leads to racism, it sometimes leads to alcoholism, drug use and narcotics. And so it’s not the healthiest places to work in the world, it’s very harsh environments. Today, I’ve experienced a lot of that in restaurants, and what am I committed to doing? It’s to create the best company to work for on the planet.
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Sector All sectors of the world. For me, what’s the most beautiful company? We’re going to work, it’s somewhere. You want to wake up. When you wake up in the morning, you want to go to work, you want to give it your all and feel that the company appreciates you. This means that when you don’t have an account, there’s.
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I have zero tolerance on attitude and lack of inclusiveness, on violence, on the drug or alcohol part. We’re very, very, very hard on that, and we get right to the door in our recruitment process. And then, even after the door, we filter out the people who don’t fit in with our DNA, so we try to create the best, most beautiful working environments possible.
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We’re very careful about people’s hours, days off, breaks. We’re very, very careful about anything that disturbs or puts pressure on employees’ personal and family lives. Because for us, our greatest asset is our team. Our team comes before the customer. A happy team means a happy customer.
00:27:12:22 – 00:27:27:19
My role is to make sure that the team is happy and the team, the team remembers every day happy at work, but they give their all and the rest goes. So in the team, it’s the role, the most important thing in the project.
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Of course it is. So, in Spirit. Atica We’ve got a lot of investors with us of different nationalities. We have 19 passports on our shareholder list today. We don’t have any big professional investors or investment funds. Atica is people like you and me who have created adventure, who believe in our ability to execute on this promise of adventure, who want the world to move in this direction and who want to see different wines, who want to see different cultures, who want to see innovation in multi-sensory and who think it moves the needle in a positive direction to create a better world for our children and grandchildren.
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children where people are a little more curious about each other. So they supported us financially by risking a little of their capital to give Atica the chance to see the light of day. That’s on the private shareholder side on the DECT side, we also had two banks who created, who believed in us, who supported us wholeheartedly.
00:28:33:11 – 00:29:01:01
And we’re very, very lucky to have these two French banks who believe in the project, who want the world to move in this direction, we also have the BPI, which is a very important one. A financial partner for us, we were one of the first to obtain an innovation loan from the BPI. It’s a loan dedicated to start-ups making significant innovations.
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And the BPI supported you with this loan. And it was the BPI that unlocked the possibility of having banks and the like. So today, the French government is supporting us. Now, the French banking sector is supporting us, shareholders from 19 countries are backing us, and that’s how we’ve surrounded ourselves with people much smarter than us, who are helping you to push the project towards value, to see it through.
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Here we go.
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For me, yes. I’m proud because. We haven’t even done it yet. And this project has given a lot of meaning to the life of.
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People’s eyes more than already. More than 1000 people, More than 1000 people who have. And what I hear in nobody all the investors who’ve been with us, investors who’ve helped us but couldn’t invest real estate agents. Every agent I’ve contacted and come direct to pitch, I can’t find the building you want but they’ve helped me all the same.
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And who was very happy at the end when I found who? Who supports Atica and who fought for us. And it also gave meaning to his job because he saw his job not as a simple real estate agent who finds premises, but as a facilitator and a necessary ingredient for a project to see the light of day.
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I’m thinking of the bankers who supported us. I think of all the people who gave me advice, who had coffee with me, who said Listen to me, I can introduce you to this person, I can, I can help you by opening this door for you. The project has been supported by so many people, and I also think that in return, this project has already given a lot of luck to a lot of people.
00:30:55:10 – 00:31:21:11
It can be in a day of their life, it can be over a year, but there are a lot of people that this project has pushed like a trampoline to hurdles, to altitudes that these people didn’t think they could get to. There are people who helped me. They gave me an introduction to someone who is placed in a center and they said afterwards, after it’s done, what do I say?
00:31:21:11 – 00:31:41:13
I didn’t even know I could do that actually. And so the project has already pushed people to realize things. Internal things that they didn’t know existed inside them. And for me, that’s the point. Projects like this give meaning to people’s lives, show them that they’re capable of much more than they think, that they’re having fun.
00:31:41:15 – 00:32:12:13
A lot of people who are laughing and they come in the evening to have dinner with their partner and they say Look, you have no idea, look what I saw today and it’s fun this project. So I think that before we opened, we had already made an impression on so many people. There are so many people. When people ask what’s in the funny story to tell that yes, I’m very proud of it because that’s the goal, to create beautiful memories in people, in people’s lives and even before opening, we’ve already created that.
00:32:12:15 – 00:32:15:07
So yes, I’m very proud of it.