Born and raised in Paris, Guillaume Gidel brings an authentic Parisian sensibility to midi à Paris®: one rooted in elegance, practicality and the quiet confidence of well designed objects.

As co-founder of midi à Paris®, he plays a key role in shaping its vision and ethos, blending understated sophistication with thoughtful functionality. In this conversation, we explore the story behind midi à Paris®, the concept of “luxury food à porter”, and how Parisian elegance translates into everyday rituals.

What is the vision behind midi à Paris®, and what makes it so unique?

midi à Paris® was born out of a simple desire: to bring a touch of elegance to the lunch breaks of working women. Tânia was searching for a lunch bag that was beautiful, functional, and durable – something that would actually make her want to bring lunch to work. When we could not find anything that matched that vision, we decided to create it ourselves. The idea was to design a bag that inspires women to prepare and carry their lunch, no matter where they plan to enjoy it, and to make this special moment of the day more pleasant and refined. What makes this brand truly unique is its focus on lunch – an often overlooked part of the day, yet one that holds great cultural significance in France. Starting from this fresh perspective, we believe we have created the ideal product.

Could you share more about the concept of “luxury food à porter” and how it shaped the lifestyle philosophy of midi à Paris®?

The idea of “luxury food à porter” brings together two complementary notions.
First, there is the French sense of refinement, and second, the freedom of mobility. Together, they add a new dimension to the way we approach lunch. Imagine being able to prepare a healthy, balanced and delicious meal, and then choosing where to enjoy it during your lunch break. We designed a bag that gives you the freedom to choose – what you eat, where you eat it, and how you experience that moment.

For us, this freedom is a lifestyle. It puts the pleasure of lunch back at the heart of your day.

Which core values and guiding principles define midi à Paris® as a brand?

midi à Paris® is guided by values that often get lost in the pace of daily life.

We place great emphasis on the quality of our products – both in terms of the materials we use and the comfort they offer to busy women.

We select materials that respect both the environment and animal welfare, which is why we have chosen to work with vegan leather.

Our brand also seeks to create timeless products, with clean lines and harmonious proportions that go beyond seasonal trends.

In short, we are committed to fine craftsmanship, the well-being of our customers and those involved in our production, and to supporting a movement we deeply believe in: eating better, and with joy.

How do these values translate into a tangible product – and how does that product respond to a real challenge faced by modern working women?

Take a step back and ask yourself: do you truly make time for your own well-being?

This is the question that inspired us to create the midi à Paris® lunch bag. Working women are often swept up in the whirlwind of daily responsibilities, constantly striving to optimise both their professional and personal lives. midi à Paris® is an invitation to pause and reconsider this pace. Through our product, we encourage women to place themselves back at the centre of their priorities.

The concept offers them the option to prepare their lunch with care – and the chance to fully enjoy their break, with attention paid not only to what they eat, but also to how they carry it. The bag’s dimensions and lightness make it easy to carry without adding bulk, while still offering enough space for a balanced, nourishing meal. In this sense, midi à Paris® responds directly to the needs of modern women: helping them rediscover the pleasure of taking a proper lunch break, and giving them the energy and clarity to continue their day in the best possible way.

Looking ahead, what kind of impact do you hope midi à Paris® will have on how women experience their lunch break?

Already, we are seeing a shift in the way women experience their lunch break thanks to midi à Paris®. Those who use our bag tell us they have begun to view lunch differently – now seeing it as a privileged moment in their day, especially because they enjoy arriving at work with a refined, elegant accessory. Looking ahead, our hope is that this philosophy will resonate more widely, particularly with those who have forgotten – or never realised – that French art de vivre includes the simple pleasure of enjoying a proper lunch in a pleasant setting. The act of sitting down in a park or on a bench beneath a tree to eat may seem small, but it is deeply meaningful: it shows that we are taking time to be present, to savour, and to care. This is a pleasure we wholeheartedly believe in – and one we hope to offer to every working woman.

Being Parisian, how do you personally interpret the sense of understated elegance that defines what many call “Parisian chic”?

Understated elegance, as we often associate with Parisian luxury, is in many ways a celebration of subtle sophistication. It is about quality and craftsmanship rather than ostentation. For me, it is above all about authenticity and simplicity, expressed with timeless refinement. Parisian chic is defined by its quiet restraint and attention to detail, with a strong emphasis on lasting quality.

The aesthetic of French chic reflects a heritage that blends tradition and innovation – something we strive to capture in the design of every midi à Paris® product.