The French Riviera has regained its appeal among travelers who favor sophistication over flash. Once known for loud beach clubs and over-the-top parties, the area now attracts visitors seeking refined experiences and midcentury charm.
Southern France’s coastline has drawn people for generations. British aristocrats arrived in the 19th century to escape winter, while artists like Pablo Picasso and Gabrielle Chanel later made it a creative center. By the late 20th century, however, the Riviera’s reputation had suffered from garish casinos and excessive nightlife.
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A change is taking place. Modern architecture and understated hospitality are reshaping the region’s image. The Lily of the Valley hotel near Saint-Tropez has stood out since its 2019 opening. Designed by Philippe Starck, last summer the property launched two exclusive private villas nearby, the work of architect Charles Zana. Aiming to recreate the spirit of the glamorous Riviera of the 1960s and 70s, he wanted to capture the true essence of Saint-Tropez, so the wooden structures seamlessly blend refined design and a real homeliness. This is luxury at its quietest and most.
Nice offers a different kind of experience at the Hôtel du Couvent. Set in a 17th-century convent, the property took a decade to restore, mixing antique pieces with custom furnishings. Its gardens provide fresh ingredients for meals, and a herbalist maintains the grounds. Owner Valéry Grégo believes hotels should enhance travel by creating moments of wonder.
Monaco, often linked to extravagance, is also adopting a more restrained approach. The Maybourne Riviera, designed by Bryan O’Sullivan, draws inspiration from luxury ships. Meanwhile, Robuchon Monaco combines chef Joël Robuchon’s culinary legacy with interiors by Francis Sultana, featuring velvet, marble, and subtle animal motifs.
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The Riviera’s renewal focuses on what originally made it special—elegance rather than excess. The shift reflects a broader trend toward thoughtful design and meaningful experiences. Heritage properties across the region demonstrate how preservation and modern comfort can coexist.
This approach is reshaping the area’s identity.
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