Elevating Holiday Living: How August is Transforming the Luxury Second Home Experience

The allure of owning a holiday home fills the daydreams of many, but the reality can be far more complex and time-consuming than anticipated. From navigating foreign regulations to managing property upkeep and ensuring the property retains its value, the joy of a second home can quickly become a burden. The Founder and CEO of August, Mélie Dunod, was inspired after years of advising homeowners on purchasing and renovating second homes across Europe, to create a new concept in holiday home ownership that offers a stress-free, co-ownership model. What they’re creating is more than just an opportunity at home ownership but entry into an exclusive lifestyle network allows families to own a slice of luxurious properties, yes, more than just one. The collection of homes across Europe all come without the everyday hassles of traditional homeownership.

Imagine a stunning five-bedroom villa perched on the sun-drenched hills of Tourrettes-sur-Loup in the French Riviera, just minutes from the charm of Nice. With interiors that blend the sophisticated style of Soho House and a deep respect for the local culture, this is no ordinary home. It’s part of August’s portfolio, which includes everything from elegant, open-plan living spaces to a pool, gym, and even a Pétanque court for after-dinner leisure. But the real beauty lies in the fact that you, as an owner, don’t worry about a thing. The property management, upkeep, design and even renovations are all handled by August. This ensures every property in the network meets the highest standards and all

This approach brings together a global community of like-minded families who share a passion for culture, travel, and beautiful homes. Through real estate partnerships and a meticulous vetting process, August ensures that every new member aligns with their ethos of refined living and authentic ownership. No more searching, no more stress—just the pure pleasure of owning multiple dream homes across Europe.

Impact Wealth sat down with Mélie Dunod to delve into the inspiration of August and bringing the joys of holiday home ownership to the masses:

Q: What inspired the concept of August and how did you identify the need for a service like this in the luxury holiday home market?

• Through our firsthand experience delivering real estate projects for both individual clients and large hospitality groups across Europe, we saw just how challenging it was for aspiring holiday homeowners to navigate the complexities of buying, renovating, designing, and managing homes in foreign countries. But we knew that with our expertise, we could do more than just simplify the process—we could transform it. By creating a transparent and trusted model, we set out to eliminate the stress and obstacles, making it effortless for our owners to embrace the dream lifestyle they’ve always envisioned.

Q: How does August differentiate itself from traditional property ownership models or other co-ownership programs?

• First and foremost, August is a lot more than a co-ownership program; we are a private collection model that focuses on heritage homes, quality, interior design, and hospitality. As a fully integrated real estate group with over 30 years of experience developing and designing holiday homes across Europe, we offer a distinct approach. Unlike other co-ownership models that focus on single homes or new builds, we specialise in curated collections of heritage holiday homes that are carefully renovated and beautifully designed. Our in-house teams handle every aspect—from real estate acquisition and development to interior design and hospitality—allowing us to deliver a truly differentiated, best-in-class experience for our Homeowners. We want August to truly feel like a lifestyle choice, not just a real estate investment.

Q: The homes in your portfolio are carefully curated and renovated to meet specific standards. Can you walk us through the process of selecting and transforming a property into an August home?

• Our approach is centered around regionality, drawing inspiration from the homes we acquire and their historical or original features. Each property is crafted to reflect its surroundings while maintaining a contemporary and sophisticated feel. We collaborate with local artisans to create traditional finishes and source antiques that add layers to the interiors, resulting in truly unique and welcoming spaces. Our talented in-house design team excels at unlocking the potential of every home, transforming them into distinctive environments. With regional specialists, we ensure a deep sense of individuality across different locations. We work closely with our studio, Riolondon, and collaborate with some of the world’s leading interior designers on select collection pieces and design elements. Additionally, we partner with renowned brands known for quality in their respective regions, such as Italian porcelain from Ginori and fabrics from Schumacher1889.

Q: What kind of families or individuals do you look for in the August community, and how do you ensure that they share the same values?

• Our homeowner community is very international, and we thoughtfully curate each Collection to provide the best possible experience for everyone. We carefully screen potential owners to ensure they are a good long-term fit for the August community. Our focus is on creating a lifestyle experience, not just a financial investment, and we prioritise building meaningful relationships with our homeowners. Our community is diverse, including retirees looking to spend more time with family and explore new destinations, younger families who primarily travel during school holidays, and single homeowners who travel for both work and leisure.

Q: The idea of co-ownership can sometimes be daunting for people who are used to the traditional model of real estate investment. How does August address concerns regarding control, access, and decision-making among owners?

• Purchasing homes in Europe can be complex, as laws, processes, and documentation vary from country to country and even between local administrations. However, our experienced in-house real estate and legal teams handle all the complexities on behalf of our homeowners. We conduct thorough due diligence to ensure there are no future surprises or issues, rejecting any properties that don’t meet our strict standards. In addition, our internal design and construction teams are skilled at delivering complete transformations, so homeowners don’t have to lift a finger or deal with the stress of a renovation. Each collection also has a board of directors made up of homeowners who represent the community and address any concerns, this ensures a full alignment and transparency between August and the owners at all times

Q: The French Riviera villa is a stunning example of an August property. Can you tell us more about other homes in your collection and how they reflect the local cultures of their regions?

• August exclusively focuses on properties in France, Spain, Italy, and, for some collections, the UK. Our in-house design team excels at uncovering the potential in every home, transforming it into a truly special space that feels both timeless and welcoming. To begin with, we focus on selecting properties that represent the region – such as a traditional farmhouse with vaulted ceilings in Tuscany and views to the rolling hills, or a charming cottage in the Cotswolds. We ensure all our homes have authentic details that are specific to the regions and that we can elevate. With regional specialists on our team, we ensure that each property captures the individuality and cultural essence of its location, creating spaces that are not only beautiful but also deeply connected to their surroundings. This attention to detail and authenticity allows every home to stand as a sophisticated reflection of its region, offering a unique living experience that balances history with modern luxury. By collaborating with local craftsmen, we incorporate traditional techniques and finishes that reflect the area’s heritage, while carefully sourcing antiques and unique pieces that add depth and personality to the interiors.

Q: What are some of the future plans for August? Are there any exciting developments or expansions on the horizon?

• We are always evolving based on Homeowner feedback and market demand. As a result we have recently launched our Grand Pied A Terre collection – a scaled up, and more luxurious city offer that many of our Homeowners have requested following their positive experiences in our Pied a Terre homes. This provides larger apartments in the same cities, enabling more guests, more space and a greater ability to host and entertain. Similarly, our Prime Collection is our most elevated offer – highly exclusive, we are in the process of purchasing our first properties for Prime, offering a wealth of space, top-end furniture and finishes, an expanded service, amenities and of course prime locations. Finally, in response to underwhelming product offers we have developed our own in-house amenities brand – Villa Valeria – this will launch into homes this Autumn/Winter and comprises of bath and body products directly influenced by the regions we love – such as Spanish Marjoram and Blood Orange in Mallorca, Cypress & Lemon in Tuscany and so on. In addition, we have harvested Olives across our Tuscan estate and are producing fine organic extra virgin Olive Oil for all our homes.

Q: How has the concept of shared ownership evolved in the luxury market, especially in a post-pandemic world where travel and remote work are changing how people think about their living spaces?

• We’ve found that our homeowners, as well as those interested in joining August, value being part of a community and immersing themselves in the local culture, rather than feeling like tourists. They want a “home away from home,” which is why we emphasize August as a lifestyle, not just a way to buy real estate abroad. Our homeowners can travel and truly relax, without the pressure to squeeze everything into a single trip, knowing they can return again and again. Many of them also appreciate the flexibility to work remotely, as a large portion are “digital nomads.” We are proud to offer them the perfect space to enjoy their travels while also having the freedom to work when needed.

Q: What advice would you give to potential buyers who are considering joining the August network?

• Beyond just property ownership, we foster long-term relationships with our homeowners, creating a strong community of like-minded individuals who share a love for travel and a refined lifestyle. So, we really encourage people to engage with our team ! Joining our events online or offline to meet us and discover more about the brand is the best way to have all your questions answered and understand if the model is right for you, this is what our team is the best at. We will be able to give you transparent guidance so you take the step fully informed.