The Great Seducer

At this time of year, work means preparing to go to buying appointments in Milan and Paris for The Square, his Berlin concept store that, since it opened 20 years ago, has become a retail icon in the German capital. “When we first opened in 2004, The Square had that industrial, brutalist look which felt new back then,” recalls de Bayser, “but as both me and the store have matured, it’s transformed into something softer and more comfortable – like a home where you can buy all kinds of beautiful things, from clothes and home accessories to books and furniture.” De Bayser loves fashion and is good at buying and selling it to others, but is more classic when it comes to his own style choices. “Personally, I prefer good quality, toned-down pieces that go together: good shirts, soft cashmere sweaters, and the occasional casual blazer,” he says. “It’s a grown-up, timeless way of dressing.”

Born and raised in Paris, de Bayser started his career with Ernst & Young, then L’Oreal – a role that took him around the world. “You really learn a lot at those big companies, but after 12 years, I’d had enough of corporate life,” he reflects, choosing instead to focus on his true passion: furniture and design. Having started a personal collection in his 20s, one thing soon led to another: “I started buying and selling, and soon people were asking me to create and decorate homes for them.”

If you’re interested in art, furniture and design, chances are you’ve come across Emmanuel’s Instagram account, where he seduces followers with… well, beauty. Besides his projects, there are images from his homes in Gstaad, Berlin and his native Paris. “I spend about a third of the year in each place,” he explains. Though different in character, each home is exquisitely created and furnished, all the way through to the art on the walls. “The whole Instagram thing started late for me, only two years ago or so,” he says. “I didn’t want to have my own account, but more and more publications were taking pictures of my apartments, so I thought, why not share them myself, according to my own taste and preferences?” So how does he like being an influencer? “That word has some negative connotations, but what I love about it is that there’s a real international community that’s passionate about the same things,” he notes. “People write to me from all over the world; people I would never have met if it wasn’t for social media.”

De Bayser’s apartment in Gstaad is up on the mountain, overlooking both nature and the village. “Summer here is different to winters, obviously, but it’s equally breathtaking, and I wanted something with a strong presence of nature, regardless of the season,” he says, explaining what attracted him to the space. “Also, the scenery is soft, including the architecture: there are no high rises or apartment blocks like at other resorts – only traditional chalets.”

Though he is always busy, de Bayser always finds time for recreation and fun. “I ski when there’s snow, and I take long walks with the dog,” he says. “Everything, both slopes and trails, is right at my doorstep.” For the occasional night out, he goes to the bar at the legendary Palace Hotel. “It’s a unique place; very international. You meet old friends, and always make some new ones – of all ages, and from all over the world.”