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At 13, Rue de la Rôtisserie, the Treca Geneva Store projects an environment of bespoke luxury, creativity and comfort, aimed at both private individuals and professionals in search of exceptional bedding, where excellent craftsmanship, comfort and customisation blend harmoniously.
Geneva, 3 July 2026
There are cities where the word luxury is whispered. Geneva is one of those. Between lake and mountains, heritage and contemporary creativity, the city has always cultivated a particular taste for precision, the beauty of movement and elegance without ostentation.
It is right in the heart of this international city, known for its precision watchmaking, culture and the art of living, that Treca Paris has opened a new shop. Situated at 13, Rue de la Rôtisserie, in the historic quarter of the city centre, this shop signals a new chapter in the brand’s development and asserts its ambition on the Swiss market.
After Lyon, where the first Treca store was opened in 2012, Treca Paris has expanded its network in cities that each embody a particular concept of elegance: Paris, with its five iconic addresses, including Place des Victoires and Faubourg Saint-Honoré; London, where the sophisticated locations of Chelsea and Marylebone reflect the residential elegance and cosmopolitan refinement of the British capital city; Nice, with a view of the Riviera and the Mediterranean; and Milan, the capital of fashion and design.
So Geneva was naturally the obvious choice. With its opening onto the world, its penchant for exceptional savoir-faire and the requirements of its clientele, the city shares with Treca the same concept of luxury: an intimate, precise and profoundly personal luxury, which can be seen in the quality of materials, the attention to detail and the time taken for every creation.
A new location in the heart of fashionable Geneva
A few steps away from the shores of Lake Geneva and the cobbled streets of the Old Town, the Treca Geneva store stands where history combines naturally with modernity. Rue de la Rôtisserie belongs to that hidden Geneva with its historic façades, select addresses and urban pathways that invite you to slow down.
This location was not by chance. It shows the intention of Treca Paris to be as close as possible to an international Swiss clientèle for whom comfort, discretion and bespoke are what luxury is all about.
Designed as a showcase rather than a traditional commercial outlet, the Treca Geneva store invites you to take your time. Conceived by Jérôme Schmider, the architect and creative director of MH3, it sets the Treca Paris environment where the architecture, materials and light are all part of the experience. The time for discovering, experiencing and comparing the welcome and the harmony. The time, above all, to imagine a bedroom unlike any other.
In an elegant and peaceful environment, each visit becomes a unique experience, guided by sleep experts capable of understanding everyone’s habits, expectations and tastes. Understanding sleep and comfort, personalised support, private appointments, bespoke design, delivery and meticulous installation: each stage is designed to provide an attentive, smooth and precise service.
And if true luxury were to start with the perfect sleep?
In an era when time has become one of the most precious commodities, a good sleep is perhaps the most fundamental type of luxury.
Sleep is not simply a break between two days. It contributes to equilibrium, vitality, concentration and to the quality of each living moment. Choosing your bedding means choosing how you want to wake up, regain your energy and live your life to the full.
Since 1935, Treca Paris has been developing French sleep know-how based on a combination of innovation, craftsmanship and the quest for highly individual comfort. Founded at Reichshoffen, in Alsace, the brand has built its expertise around pocket springs, craftsmanship and a precise understanding of the body’s balance.
In Geneva, this sleep culture takes on a new dimension. It is aimed at people who consider the bedroom not merely as a functional environment, but as a personal refuge: a place of silence, rest, breathing and rejuvenation, where each object, each colour and each sensation contributes to wellbeing.
Iconic collections to discover
The Treca Geneva store features the grand collections of the savoir faire of Treca Paris.
The Couture collection celebrates the nobility of the movement, the richness of the materials and the refinement of bed linen made with great attention to detail. The Imperial collection evokes a majestic conception of comfort, produced by the precision of its springs and the comfort of its mattress. The Paris collection combines French elegance and contemporary art of living, while the Platinum collection delivers a totally unique sleep concept.
Alongside these iconic collections, visitors can also discover the Boutique Exclusive Collection, creations reserved for the Treca stores and designed to offer an even more sublime experience.
Each model can be tried out, compared and chosen on an entirely bespoke basis. It’s not about designing one-size-fits-all, but about finding out what each sleeper really wants, based on their body, their habits and their own concept of wellbeing.
When the bed becomes front and centre of the interior design
At Treca Geneva, bed linen exceeds its primary function and becomes an authentic decorative element.
This upholstery craftsmanship comes to life in Treca’s historic workshops in Reichshoffen, Alsace, where every piece is handcrafted. As craftsmen working with the material, the master upholsterers study the drape of each fabric, handle the cutting, and ensure the perfect continuity of motifs, even on the most distinctive shapes. Treca’s expert seamstresses then bring each creation to life, adjusting fabrics and finishes with a precision that leaves nothing to chance. From this interaction between technical mastery and textile sensitivity unique pieces emerge, designed to harmonise intimately with their setting.
Bed bases, headboards, and decorative elements can thus be upholstered in fabrics selected from the collections of leading furnishing fabric houses, such as Dedar, Pierre Frey, Lesage and Kvadrat. Deep textures, luminous velvet, graphic motifs, exquisite embroidery and natural tones make up an almost infinite creative palette.
The headboard can be understated or monumental, graphic or enveloping. The bed base can blend into the décor or, conversely, become its focal point. The proportions, volumes, fabrics, and finishes are designed to interact with the room's architecture, artworks, woodwork, curtains and furniture.
So the bed is no longer chosen solely for its comfort. It is created as a decorative ensemble in its own right, capable of setting the tone for a bedroom and fully expressing its personality.
This creative freedom allows for the design of unique interiors, ranging from the understated style of a contemporary apartment to the refined opulence of a grand mansion. In particular, textiles by Pierre Frey, Dedar and Lesage are showcased in the Treca Geneva store, alongside the brand's major collections.
Fully bespoke, for the most unique of settings
A villa looking out onto the lake. An apartment overlooking the harbour. A chalet where the wood, stone and light suggest a protective atmosphere. A hotel suite conceived as a destination in its own right. A yacht cabin where every centimetre must be accurate.
Each project entails different constraints, functions, and imaginative solutions. Treca Paris responds with an approach that seeks not to impose a model, but to support a vision.
Special dimensions, particular shapes, integration with existing architecture, choice of comfort level, decorative finishes, coordinated fabrics: bespoke enables you to adapt the bedding to your needs with great precision.
This bespoke design is enhanced by a selection of exceptional materials, chosen as much for the exquisite quality of their feel as for their natural properties. Cashmere, silk, virgin wool, cotton, or linen bring softness, breathability, and thermal balance of the bed, while creating a level of comfort of exceptional depth. Exquisite materials that lend each bedding set a unique value and transform sleep into a fully sensory experience.
In a villa on the shores of Lake Geneva, the task might be to create a bedroom with tones that echo the nuances of the water and the landscape. In a mountain chalet the brief is to create a charming refuge where tactile materials and enveloping comfort echo the minerals of the mountains. On board a yacht, the project demands an even higher level of technical precision: unconventional shapes, constrained volumes, and seamless integration with the lines of the cabin.
Treca Paris develops customised mattresses for the yachting sector, tailored to the specific dimensions and shapes of cabins, and supports professionals from the initial planning stage.
From the foothills of the Alps to the shores of the Mediterranean, the same commitment remains: to offer the quality of sleep expected in the most beautiful residences, without ever compromising the elegance of the project.
A creative destination for architects, interior designers, and hoteliers
The Treca Geneva store also aims to become a key destination for interior design, decor and hospitality professionals.
Architects, decorators, hoteliers, owners of private residences, concierge services and yachting professionals can discover the collections, try out the fabrics and materials and design their projects with the help of a dedicated interlocutor.
Support can begin from the first creative ideas: studying the plan, considering the dimensions, architectural integration, selecting the fabrics, designing specific headboards and choosing the finishes. Treca Paris can also provide design support tools and adapt its solutions to the technical constraints specific to each location.
This expertise allows for a holistic approach to the bedroom, encompassing everything from sleep quality to the visual harmony of the space. For a hotel, it helps create a memorable experience that is consistent with the establishment's identity. For a private residence, it creates a deeply personal environment. For a yacht, it combines technical precision, comfort, and elegance on board.
This is how the store becomes a place where there is dialogue between the culture of sleep and the creative professions, a place where technique complements emotion, where material combines with architecture, and where every project can find its true expression.
About Treca Paris
Since 1935, Treca Paris has been designing and crafting exceptional beds that combine patented innovations, a rigorous selection of natural materials and craftsmanship, handed down from one generation to the next.
From mattresses to box springs, from headboards to bedroom accessories, each creation is designed to offer a personalised comfort experience and place sleep at the heart of a genuine art of living.
Through its collections, exclusive creations, and collaborations with key figures in design and décor, Treca Paris champions a high-end vision of bedding: an object of comfort, creativity, and heritage, crafted to provide enduring support for its clients' nights.
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Our bed linen Orosa
Completely handmade in Lyon, this bed linen celebrates French craftsmanship and natural materials to create bespoke bedding of timeless elegance.
Discover our bed linen