Maison Gainsbourg

What Maison Gainsbourg does

Maison Gainsbourg is a private cultural institution dedicated to the legacy of French artist Serge Gainsbourg (1928–1991), operated by Arteum Musées under the legal entity Société d'Exploitation de l'Hôtel Particulier de Serge Gainsbourg et de ses Annexes. Opened to the public on September 20, 2023, it occupies two adjacent addresses on rue de Verneuil in Paris's 7th arrondissement: 5 bis, the artist's preserved historic house (intact since his death in 1991, awarded the 'Patrimoine d'intérêt régional' label by Île-de-France Region), and 14, housing a museum with approximately 400 original works, the Gainsbarre themed restaurant and cocktail bar, and a book and gift shop. The core products are two ticketed guided experiences — the combined 'Maison & Musée' tour (€16–€32) and the 'Musée seul' tour (€6–€12) — sold exclusively online through a Secutix-powered ticketing platform with Ingénico/Ogone secure payments, featuring a Soundwalk Collective audio guide co-developed with Charlotte Gainsbourg.

The institution monetizes across four distinct revenue streams: per-visitor ticketing for individual cultural tourists and Serge Gainsbourg fans; food and beverage sales at the freely accessible Le Gainsbarre (walk-in and phone reservations); merchandise and book sales via an on-site bookstore and global online boutique at boutique.maisongainsbourg.fr; and B2B/B2C private event rentals (privatisation) ranging from €5,000 to €17,000 excluding VAT. The technology stack combines commercial platforms (Secutix ticketing, Ingénico/Ogone payments, Meetch cancellation insurance, Google Analytics, reCAPTCHA) with bespoke digital experience design (AREA 17 website, Yorgo&Co visual identity). Accessibility services include French Sign Language guided tours and a virtual tour for visitors with reduced mobility.

Maison Gainsbourg serves cultural tourists, Serge Gainsbourg enthusiasts (both international and French), corporate and private event organizers (via privatisation packages and Works Council partnerships), hotel guests (via Mon Petit Paris concierge), and young French cultural consumers (via the pass Culture app). The company employs 16 staff. Strategic brand and institutional partners include Saint Laurent (Official Partner), Île-de-France Region, French Ministry of Culture (DRAC), SACEM, Universal Music France, Centre national de la musique, IFCIC, Mairie de Paris, and RATP. The company is privately held, founder/estate-controlled, with no disclosed external investment rounds.

Name

Maison Gainsbourg

Legal name

La Société d'Exploitation de l'Hôtel Particulier de Serge Gainsbourg et de ses Annexes

Website

https://maisongainsbourg.fr

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Maison Gainsbourg is a private Paris-based cultural institution (opened September 2023) dedicated to Serge Gainsbourg, operating a preserved historic house, a museum with 400 original works, the Gainsbarre restaurant, and an online boutique, serving cultural tourists, fans, corporate event clients, and accessibility visitors via ticketed tours and F&B.

Ownership category

akta.pro rank

Product category

Cultural Heritage / Museum Services

NAICS

Museums (71211), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

akta.pro secondary industries

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Iconic Architecture & Signature Buildings (Cathedrals, Palaces, Castles) (THAJACAE)

Keywords

• Museum heritage tours
• Cultural institution services
• Themed restaurant bar
• Private event venue
• Artist memorabilia retail

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Museum and House Admission Tickets: Online sales of timed-entry tickets for 'Maison & Musée' combined tours and 'Museum only' tours. Revenue is generated per-ticket with prices varying by visitor category (full, youth, reduced, free). Tickets are non-refundable and non-exchangeable.
2. Gainsbarre Restaurant and Cocktail Bar: The Gainsbarre is a restaurant and cocktail bar located within the museum at 14 rue de Verneuil. It generates revenue through food and beverage sales during daytime and evening service. It operates on a walk-in and reservation basis (phone +33 7 77 20 43 69).
3. Book and Gift Shop / Online Boutique: A bookstore and gift shop at 14 rue de Verneuil sells books around Serge Gainsbourg, vinyl records, prints, branded objects, and iconic merchandise. An online boutique at boutique.maisongainsbourg.fr extends sales to a wider audience.
4. Private Event Rentals (Privatisation): The Gainsbarre and other spaces are available for private events (seminars, corporate events, birthdays, press conferences). Evening options range from €5,000 to €17,000 excluding VAT, with morning options from €115 per guest or €5,000 flat rate. This is a B2B and B2C revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Maison Gainsbourg is a cultural institution operating two sites on rue de Verneuil in Paris's 7th arrondissement: the preserved historic house at 5 bis (where Serge Gainsbourg lived for 22 years) and at number 14 a museum housing ~400 original works, the Gainsbarre themed restaurant and cocktail bar, and a book/gift shop. It sells ticketed guided tours ("Maison & Musée" combined tour and "Musée seul" tour), operates an online boutique for memorabilia, and rents spaces for private and corporate events.

Product overview

Maison Gainsbourg is a cultural institution dedicated to the transmission of Serge Gainsbourg's work, offering experiences across two addresses on rue de Verneuil in Paris's 7th arrondissement: the historic house at 5 bis (preserved intact since his 1991 death) and at number 14 a museum, the Gainsbarre restaurant and cocktail bar, and a book and gift shop. The core product consists of two paid ticketed tour offerings — the 'Maison & Musée' combined tour and the 'Musée seul' tour — both sold via an online ticketing platform. The venue also operates a freely accessible restaurant and cocktail bar (Le Gainsbarre), a full e-commerce online shop, private event and corporate hire packages, accessibility services including French Sign Language tours and virtual tours, and an optional Meetch cancellation insurance add-on.

Differentiator

Problem solved

Functional benefit

Brands

• Le Gainsbarre: Restaurant and cocktail bar of Maison Gainsbourg, inspired by Serge Gainsbourg's early musical career when he performed as a pianist in Paris bars and cabarets. Located at 14 rue de Verneuil, it recreates the atmosphere of the 5 bis rue de Verneuil interior with black felt walls, poppy and water lily patterned carpet, white window frames, English bow-window, and black lacquered mashrabiya screens.

Products and services

• Parcours "Maison & Musée" (Combined House & Museum Tour) Timed-entry guided visit combining the preserved historic house of Serge Gainsbourg at 5 bis rue de Verneuil (with original Soundwalk Collective audio guide and headphones) and access to the museum at 14 rue de Verneuil. Sold per person with full, youth, reduced, and free admission categories.
• Parcours "Musée seul" (Museum Only Tour) Timed-entry visit to the museum at 14 rue de Verneuil only, featuring a chronological exhibition of iconic works from the Maison Gainsbourg collection plus a 50-minute video experience. Sold per person with full, youth, reduced, and free admission categories; available on the pass Culture app for French youth aged 18-25.
• Le Gainsbarre (Restaurant & Cocktail Bar) Themed restaurant and cocktail bar at 14 rue de Verneuil inspired by Serge Gainsbourg's early career as a pianist in Parisian bars and cabarets; recreates the 5 bis interior (black felt walls, poppy and water-lily carpet, English bow-window, black lacquered mashrabiya screens). Open to the public in free access with walk-in and phone reservations (+33 7 77 20 43 69).
• Librairie-boutique en ligne (Online Book & Gift Shop) E-commerce boutique offering curated collections of books around Serge Gainsbourg, personal library items, vinyl records, gallery prints, bespoke collections, and iconic memorabilia. Available in French and English.
• Privatisation & Events Private and corporate event hire of the Gainsbarre and other museum/house spaces, with evening packages (Full House, Museum & Gainsbarre €17,000 excl. VAT for 50 guests; Museum & Gainsbarre €12,500 excl. VAT for 70 guests; Gainsbarre only €5,000 excl. VAT for 70 guests) and morning packages (Full House, Museum & Gainsbarre €5,000 excl. VAT for 20 guests; Early Access €115/guest for 6–20 guests). Sold via direct sales brief form and presentation dossier.
• Visite en Langue des Signes Française (French Sign Language Tour) Dedicated guided tour of the historic house and museum for deaf and hard-of-hearing visitors fluent in French Sign Language (LSF), accompanied by a mediator and sign language interpreter. Priced at the reduced rate of €18 per person for visitors and their companions.
• Visite virtuelle (Virtual Tour) Virtual tour of Serge Gainsbourg's historic house for visitors with reduced mobility (wheelchair users) who cannot access the physical house, viewable at the Gainsbarre for up to two people simultaneously, combined with the Museum only visit. Bookable via a dedicated ticket type through the online platform.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Saint Laurent (Yves Saint Laurent / Anthony Vaccarello)flagshipStrategic or Co-development PartnerSaint Laurent by Anthony Vaccarello is the Official Partner of Maison Gainsbourg. Founded in 1961, Yves Saint Laurent is one of the most iconic fashion houses of the 20th century. Under the artistic direction of Anthony Vaccarello and presidency of Francesca Bellettini, the Saint Laurent brand radiates in the worlds of fashion, design, and culture.
• Région Île-de-FrancecoreOthersÎle-de-France Region, the leading region in Europe with a culture budget of over €100 million in 2023, is a major supporter of Maison Gainsbourg. The historic house at 5 bis rue de Verneuil has received the 'Patrimoine d'intérêt régional' (Heritage of Regional Interest) label from Île-de-France, recognizing its cultural significance.
• Ministère de la Culture / DRAC Île-de-FrancecoreOthersThe French Ministry of Culture and its regional directorate for cultural affairs in Île-de-France are institutional and cultural partners of Maison Gainsbourg.
• Arteum / Arteum Musées / Arteum ServicesflagshipStrategic or Co-development PartnerArteum Musées and Arteum Services are the operating companies that manage Maison Gainsbourg. Arteum Musées (SAS, 16 rue Gaillon, 75002 Paris, RCS 912 789 922) acts on behalf of the Société d'Exploitation de l'Hôtel Particulier de Serge Gainsbourg et de ses Annexes (RCS Paris 881 533 335). Arteum is headquartered at 16 rue Gaillon, 75002 Paris.
• SACEMminorOthersSACEM (Société des auteurs et compositeurs dramatiques) is the French collective society for music rights. As Maison Gainsbourg is dedicated to Serge Gainsbourg, a major French composer and songwriter, SACEM is an institutional partner.
• Universal Music FranceminorOthersUniversal Music France is listed as an institutional and cultural partner, given Serge Gainsbourg's recording legacy with major labels.
• Centre national de la musique (CNM)minorOthersThe French National Centre for Music is an institutional partner supporting Maison Gainsbourg as a music heritage institution.
• Soundwalk CollectivecoreTechnology or IntegrationSoundwalk Collective developed the audio experience for visitors in Serge Gainsbourg's historic house, in collaboration with Charlotte Gainsbourg. This sound experience is available in French and English via headphones provided during the visit.
• M le magazine du Monde, INA, Les Inrockuptibles, France Culture, France TVminorGTM or Marketing PartnerMedia partners providing editorial coverage and press partnerships for Maison Gainsbourg. These include M le magazine du Monde, INA, Les Inrockuptibles, France Culture, and France TV.
• Institut pour le financement du cinéma et des industries culturelles (IFCIC)minorOthersIFCIC is a French institute that provides financing for the film and cultural industries. Listed as an institutional and cultural partner of Maison Gainsbourg.
• Mairie de Paris / Mairie du 7ème ArrondissementminorOthersThe City of Paris and the 7th arrondissement town hall are institutional partners supporting Maison Gainsbourg as a local cultural institution.
• RATPminorOthersRATP (Paris public transport authority) is listed as an institutional partner, likely providing transportation information and potentially accessibility for visitors.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Beatles Story: The Beatles Story in Liverpool is a music-heritage attraction dedicated to a single iconic artist, combining museum exhibits, the artist's home city, and themed F&B/retail. Comparable to Maison Gainsbourg in that both monetize a single musician's legacy through dedicated physical spaces, audio experiences, and ticketed tours.
• Musée Hergé: Musée Hergé in Louvain-la-Neuve, Belgium, is a dedicated museum for a single iconic French-language artist, with original works, immersive exhibits, and themed retail. Comparable in concept (artist-dedicated museum with original collection and themed commerce), though Maison Gainsbourg adds the historic-residence component.
• Musée Picasso Paris: Musée Picasso Paris is a single-artist museum in Paris's historic Marais district, offering ticketed exhibitions of a major artist's collection, an audio guide, and a boutique. Highly comparable in geography (central Paris), scale, and dedicated single-artist heritage positioning.
• Bob Marley Museum: The Bob Marley Museum in Kingston is housed in the musician's former home and presents guided tours of the residence and recording studio along with memorabilia. Directly comparable to Maison Gainsbourg as a heritage residence-museum for a globally famous musician, run with strong institutional and family involvement.
• ABBA The Museum: ABBA The Museum in Stockholm is an immersive music-artist museum dedicated to ABBA, combining exhibition, memorabilia, and themed experiences. It is the closest international analogue to Maison Gainsbourg in scale, model (single-artist tribute museum), and visitor mix of fans and cultural tourists.
• Fondation Henri Cartier-Bresson: Fondation Henri Cartier-Bresson in Paris is a small private institution dedicated to a single iconic artist, offering ticketed exhibitions in an intimate setting. Highly comparable in scale, Paris location, single-artist focus, and foundation/estate operating model.
• Graceland: Graceland in Memphis is the preserved home of Elvis Presley turned into a museum and tourist destination, with ticketed tours of the residence, exhibition spaces, and themed hospitality. It mirrors Maison Gainsbourg's core concept: opening an artist's preserved private residence to paying visitors alongside curated memorabilia.

Broad incumbents

• Centre Pompidou: Centre Pompidou is a major Parisian cultural institution with ticketed exhibitions, an audio-guide app, restaurant, bookshop, and large-scale cultural programming. Comparable as a Parisian cultural destination that integrates museum, F&B, and retail experiences for cultural tourists, but at much larger scope.
• Musée d'Orsay: Musée d'Orsay is one of Paris's flagship museums, drawing cultural tourists with ticketed exhibitions, an audio guide, and an on-site restaurant/café and bookshop. Comparable as a Parisian ticketed cultural attraction that bundles museum, audio experience, and on-site F&B, though much broader in artistic scope.
• Cité de la Musique – Philharmonie de Paris: Philharmonie de Paris / Cité de la Musique is a major Paris-based music heritage and concert institution with a museum, exhibits, and ticketed experiences. Overlaps with Maison Gainsbourg on music-heritage museum experiences for cultural visitors in Paris, but operates at much broader institutional scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MGainsbourg
• Facebookfacebook.com/Maison-Gainsbourg-352552185817681
• LinkedInlinkedin.com/company/maisongainsbourg
• Instagraminstagram.com/maisongainsbourg

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maison Gainsbourg