Imagine catching a glimpse of Beyoncé strolling down the streets of Monte Carlo, and you find that you’re the only one losing it. That’s just another day in Monte Carlo, my friend.
Located on the French Riviera, Monte Carlo has been known for its extravagant lifestyle, lack of income tax and become a paradise for the super–rich, seeking nothing but pure indulgence. Despite covering a size smaller than Dubai Mall, Monte Carlo holds the highest per capita wealth in the world.
But, as the years rolled by, Monte Carlo’s renowned five–star hotels and restaurants, once the epitome of glamour, started losing their sparkle. Some even went so far as to call the image “tired.” In response, Monte Carlo did what any discerning customer would do — it got a facelift. And that revamp came with a hefty price tag of $300 million.
Leading the charge in this grand revitalisation is Monte–Carlo Société des Bains de Mer (SBM), the proud owner of iconic establishments like the Casino, Hotel de Paris, Hotel Hermitage, Monte Carlo Bay Hotel, and Monte Carlo Beach. For the past few years, it has breathed new life into its iconic venues, bringing them into the 21st century with a laser–like focus.
And now, SMB has set its sights on the renowned Hotel Hermitage. To get all the details on the project that is set to be renovated next year and the plans for Monte Carlo’s future, Arabian Business Traveller sat down with Louis Starck, the General Manager of Hotel Hermitage and a key figure of SBM.
The vision behind the transformation
“The renovations of SBM’s properties aim to bring these historic venues into the 21st century while preserving their rich history and distinctive features,” Starck explains.
The luxury travel landscape has evolved, especially in Monaco, a hub for the jet–setting elite, who demand top–notch technology and services.
“Those who go to Monaco are rich, successful, and, or well–travelled individuals who seek something unique. They come to Monte Carlo and expect to find a destination within a destination,” Starck elaborates.
With four luxury hotels and a spa all packed into a space that is less than a square mile, SBM saw an opportunity to exceed the expectations of its guests.
“We want our hotels to have their own distinctiveness, not just two palaces side by side that look the same. It’s crucial for us to provide significant differences so that guests can consciously choose and find something unique in each destination,” Starck states.
The renovation doesn’t stop there. SBM has also focused on bringing internationally renowned restaurant brands to the capital, catering to the evolving tastes of their clientele. Starck highlighted the game– changing impact of introducing novelty and recognised international names to Monaco, debunking the notion that it was “a bit boring.”
Now, you can find notable names like Coya, Buddha Bar, and the internationally acclaimed Lebanese restaurant, Em Sherrif, in Monte Carlo.
“Bringing international branded restaurants to Monte Carlo is something that we will continue to do in the future, it is what our guests want to find when they visit this destination,” Starck explains.
Next year, SBM plans to open Amazonico, further steering it away from the formal atmosphere based around white table clothes and French cuisine that it was previously associated with. The transformation of Monte Carlo is evident as one steps into the city today.
The iconic Place du Casino, the renowned symbol of Monaco, has undergone a significant change. The familiar “camembert,” affectionately named by locals, has been replaced, and palm trees now grace the square.
The Casino itself shines with a renewed polish, and the square has been transformed into a pedestrianised hub. The starting point leads visitors to explore the newly established shopping district, One Monte Carlo, which features a range of designer shops. Amidst the captivating view, the silhouette of Hotel de Paris commands attention, adding a touch of grandeur to the surroundings.
The most talked about renovation
“The renovation of Hotel de Paris is the biggest transformation since 1909. The rotunda was completely destroyed and rebuilt. If you look at pictures from before, there is a difference of one and a half metres on the façade, that sort of magnitude of work has never been done,” Starck explains.
Completed in 2019, the renovation of Hotel de Paris was a multi–phase project led by architects Richard Martinet and Gabriel Viora, who preserved the hotel’s Belle Époque Façade while introducing contemporary elements to its interiors.
Originally built in 1864 by Francois Blanc, who dreamt of creating “a hotel that would surpass everything” now embodies his vision. Upon arrival, guests are greeted by an entrance that leads them to a newly designed lobby connected to the open–air inner courtyard, La Patio.
The hotel features 209 rooms, with suites comprising 60 percent of the total. The rooms have been expanded and adorned with a blend of contemporary Italian and French styles — imagine the comfort of leather headboards, the elegance of Calacatta marble, and the beauty of crystal chandeliers gracing each space. Cutting–edge technology has been seamlessly integrated throughout, enhancing the overall guest experience.
Inside Europe’s most luxurious suite
The newly added penthouse suites are the centrepiece of this transformation. Starck describes them as the epitome of luxury on the French Riviera, each priced at $50,000 per night.
The two–story Princess Grace Suite covers over 910 square metres, featuring an outdoor lounge and a granite Jacuzzi.
The Prince Rainier III Suite offers larger living space, spanning 820 square metres, with a split–level terrace boasting an infinity pool overlooking Place du Casino.
Both suites grant access to the Monte Carlo Beach Club as well as the Monte Carlo Golf Club and come complete with a personalised meet and greet service as well as airport or helicopter transfer.
The next big transformation
Right next to Hotel de Paris lies Hotel Hermitage. As our meeting took place in this iconic venue, it is hard not to fantasise about the stories of this hotel’s past, only something the walls would know if they could talk. Often referred to as the “little sister of Hotel de Paris” or the back pocket, it was designed in a more discreet style compared to its neighbouring counterpart.
According to Starck, an extensive renovation is scheduled for the hotel next winter, revamping the 277 rooms and suites and modernising it to the same standard as Hotel de Paris.
Appreciating the remarkable architecture and the Eiffel cupola in the Winter Garden, which was designed by Gustave Eiffel, Starck emphasises the importance of preserving the heritage of Hotel Hermitage due to its unique architectural significance.
Contrasting with the flashy allure of Hotel de Paris, Hotel Hermitage exudes a more subtle charm, setting the stage for travellers who prefer to remain discreet. This characteristic will be taken into account in the renovation.
The 277 rooms and suites, including 13 Diamond Suites, will maintain the light and feminine ambience, staying true to the mosaic and colour codes that define the hotel. These exceptional suites offer breathtaking views of the Bay of Monaco and the Mediterranean.
The interior design aims to create a timeless atmosphere using noble materials, minimalist forms, soft and cheerful colours, as well as bronze and matte gold accents. The plans to update Hotel Hermitage have been in progress since last year.
Situated within the hotel, guests can enjoy the cuisine of the renowned restaurant, Yannick Alléno. The newly launched dining experience revolves around the concept of “roof–to–table,” offering an alternative to traditional farm–to–table practices in Monte Carlo’s limited space.
Monte Carlo’s rooftops have been transformed into garden terraces, spanning a significant distance of eight kilometres, to achieve a sustainable dining experience. At the heart of the restaurant, guests can witness the artistry and precision of meal preparations from a captivating counter, adding a dynamic and interactive element to their dining experience.
What you can look forward to
Monte Carlo Beach Hotel is also witnessing a revival of the illustrious era of the 1960s and ’70s, as the glamorous yet intimate hotel captures the essence of that bygone time. Aiming for a “back to the future” experience, the resort blends the timeless allure of the past with contemporary elements.
Two entertainment venues are set to open this summer, enhancing the experience for visitors. The Maona Monte Carlo, an open–air cabaret situated among the rocks near Monte Carlo Beach, will offer captivating live music performances and a culinary journey through Monaco’s rich heritage.
The second venue, La Vigie, an elegant day club set in a villa overlooking the bay of Monte Carlo Beach, promises a beach club ambience accompanied by Mediterranean cuisine, innovative mocktails, and cutting–edge musical performances. Adding to the allure, five secluded bungalows, aptly named “Love Nests”, can be found among the tranquil pine trees, which provide an intimate escape for those seeking seclusion and romance.
However, the most anticipated reopening is Café de Paris, which is as old as Hotel de Paris. Reopening its doors this November, the celebrity magnet café will be set over two levels, with a bistro atmosphere on the ground floor, a large terrace, and a chic and cosy space upstairs with live music and stand–up comedy.
“It will be reopening with a completely new decor, completely new concepts, keeping in mind the heritage of a traditional brasserie, but bringing to the modern day,” Starck states.
What only Monte Carlo can offer
When discussing what sets Monte Carlo apart, Starck jokes, “It’s not about bringing an elephant to a wedding or requesting if you can bring your tiger. In Monte Carlo, visitors can be discreet”.
This is very evident as I tried to squeeze out information about stories and gossip of celebrities that have visited SBM’s hotel in the past.
“The Principality offers a sense of security and privacy and becomes a choice for many visitors who want to remain discreet and SBM’s hotels respect that privacy – which is a reason many visitors come back,” Starck states.
He also mentions that luxury travel in the Principality extends beyond material offerings. “How do you offer a guest something physical when our guests already have everything?” Fortunately, that’s a question that Starck already has the answer to.
“We have guests that are passionate about opera and they could go anywhere. They could arrange anything, but they cannot arrange to meet the artist or they cannot arrange to go to the private lodge. We can do that for them.”
The complete package
Monte Carlo’s transformation embodies the perfect synergy between tradition and progress, offering a glimpse into the past while embracing the possibilities of the future. Whether seeking luxury, privacy, cultural immersion, or pure indulgence, Monte Carlo stands as a destination that promises an extraordinary and unforgettable experience for all who venture within its enchanting realm.
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