In a world where horsepower and heart rarely align, the L’Atelier Paris Concours d’Elegance Durban is a rare exception. Founded in 2017 by classic car enthusiast and hospitality expert John Aritho, this annual celebration of vintage vehicles and refined living blends elegance with empathy, proudly supporting Project Rhino. Held in over 60 cities globally, Durban’s edition stands out for its commitment to both style and social impact.
We caught up with the passionate minds behind the event to explore how a love for classic cars and heartfelt values has shaped one of Durban’s most stylish and meaningful lifestyle experiences.
John Aritho
What inspired you to start the Concours d’Elegance in Durban?
The inspiration came from a deep, lifelong passion for classic cars and restoration. Having collected vehicles across Dubai, Kenya, and South Africa, I always believed Durban had the potential to host a world-class motoring event. In 2017, I saw an opportunity to bring together like-minded enthusiasts to celebrate heritage, craftsmanship, and style. The event reflects not just my journey with cars, but a desire to share that passion with the city I now call home.
How did you blend your hospitality background with motoring heritage and lifestyle elements?
My career in hospitality taught me that the best experiences are immersive and thoughtful. With Concours Durban, I wanted to offer more than a car showcase—it had to feel like an elegant retreat. We integrated gourmet cuisine, fine coffee, fashion, art, and live music to create a setting where guests could enjoy luxury in all its forms, alongside the beauty of classic motoring.
Tell us more about the community you’re building through ‘Classics & Life’
‘Classics & Life’ is more than a movement; it’s a community of people who appreciate the finer things, from vintage craftsmanship to cultural storytelling. The most rewarding part has been watching friendships form and seeing people light up when they connect over shared passions.
What is it about restoring to the Concours standard that captivates you?
It’s the journey of transformation—taking something forgotten and giving it new life. Every curve, stitch, and polish is a tribute to the past. What captivates me most is the storytelling behind each restoration. It’s art, history, and engineering coming together to create something truly timeless.
Tell us about your plans to expand the Concours experience
The vision has always been to take the Concours ethos nationwide. We’re currently exploring opportunities in Cape Town and Johannesburg, where the appetite for luxury motoring and lifestyle is growing. Each city has its own character, and we aim to tailor each edition while keeping the essence of elegance, heritage, and community at the core.
Jean-Philippe (JP) Avenel
What drew L’Atelier Paris to the event as a headline sponsor?
Every great project starts with people. When I met John Aritho, I was immediately inspired by his profound passion and exceptional vision for the event. I felt that what he was creating stood out in the South African cultural landscape. At L’Atelier Paris, we’re always seeking meaningful collaborations that reflect our commitment to excellence, craftsmanship, and timeless elegance—values that are very much aligned with the spirit of the Concours.
How does your love for luxury watches and jewellery connect with classic cars?
Timeless design never goes out of style. Whether it’s in fine watchmaking or classic automobiles, true craftsmanship stands the test of time. Take, for example, the TAG Heuer Monaco, first introduced in 1969—today, it still closely resembles the original, yet remains as iconic and desirable as ever. The same philosophy applies to classic cars; they embody design, precision, and a legacy that continues to inspire.
What excites you most about bringing this world-class celebration of elegance to the heart of Durban?
It’s incredibly exciting to see a world-class classic car event take place right here in Durban. While cities like Cape Town and Johannesburg often take the spotlight, Durban’s car culture is incredibly vibrant and passionate. We’re proud to work alongside John Aritho to help put Durban on the global map through the Concours. And this, we believe, is only the beginning of something truly special.
Tell us about the experience you’re curating for guests through the event
As with last year, we’ll continue our partnership with TAG Heuer and the Concours, showcasing a selection of rare and special timepieces for the occasion. In addition, we’re planning a series of exclusive VIP events in the lead-up to the Concours, designed to generate excitement and offer our clients and guests a taste of luxury, elegance, and anticipation.
What does ‘elegance’ truly mean in today’s world?
The very first Concours d’Elegance dates back to 17th-century France, where aristocrats would parade horse-drawn carriages through Parisian parks during the summer. Elegance, then as now, is not a trend—it’s a way of life. It’s about refined taste, grace, appreciation for beauty, and living with intention. Whether it’s in the lines of a classic car, the design of a watch, or the presence of a woman, elegance is timeless. Join us on the 7th of September at the L’Atelier Paris Concours d’Elegance in Umhlanga—you’ll see for yourself what elegance truly looks like.
Photos: Basil Stathoulis Photography
Words: Kai Coates