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PORTRAITS

Ils sont artiste, cheffe étoilée, designer ou apiculteur, pilote automobile ou créatrice de mode. Leur point commun ? Ces personnalités glamour ou au cœur de la vie culturelle, économique et sociale régionale sont les moteurs de l’actualité azuréenne. Découvrez sans filtre le témoignage de leur parcours, leurs rêves, leurs ambitions et leurs projets à venir.

May 2019

Edouard Frojo

  • Another gem

 

 

 
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Edouard Frojo au volant de sa Lancia Delta Intégrale.

He's best known for his Frojo jewellery stores in Marseille, Val d'Isère and Saint-Tropez, but today he's eager to talk about another kind of gem: racing cars. And, more precisely, the 1989 Lancia Delta HF Integrale he bought in 2014. "When I was young I dreamed of owning one of these Italian beauties. For a start, I enjoy driving; it's a time when I can be with myself. But it's also a chance for retailers like me to go to events or organise public relations operations. Moments when people come together around a common passion can be a real communication strategy, increasing one's visibility and offering opportunities to win new customers in a more playful setting. So we partner sailing events like the Vieux Gréements, the Voiles du Vieux-Port and the Bailli de Suffren trophy, car rallies like the Tour de Corse Historique, and the Castellet race course." As to the Lancia, that little vintage bomb of a car, "She's lovely to drive, but she does have a rather delicate engine," he admits. "Now, mainly for that reason, I'm developing a partnership with Porsche tuner Romain Joffroy so as to take my passion even further. In other words, I'm going to shift up a gear with an old Porsche 911 Carrera RS." Wow.

Par Louis Badie
Illustration Jean-Baptiste Gaubert

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