The brothel, famous enough to warrant mentioning in the 7-volume "Nouveau Larousse illustré" encyclopaedia of 1904, was founded by the Irish-born Madame Kelly (real name - Alexandrine Joannet (or possibly Jouannet)), who was closely associated with several members at the prestigious Jockey-Club de Paris. She sold shares in the profitable business to wealthy anonymous investors. The total cost of the establishment was reported to be the exorbitant sum of 1.7 million francs. The entrance hall was designed as a bare stone cave; the bedrooms were lavishly decorated, many in their own style: Moorish, Hindu, Japanese, Pompeii and Louis XVI. The Japanese room won a design prize at the 1900 World Fair in Paris. Madame Kelly died in 1899.