SBM’s 2025: new restaurants, hotel revamps and high-end experiences reshape Monaco’s luxury scene

31/05/2025

As Monaco heads into the height of summer, Monte-Carlo Société des Bains de Mer is already deep into a transformative year. From revamped hotels and refreshed beach clubs to major culinary openings and exclusive nightlife experiences, 2025 is shaping up to be a defining moment for the Principality’s most prominent hospitality group.

Among the most visible—and poetic—expressions of this evolution is the new art installation that has appeared throughout the Monte-Carlo Société des Bains de Mer Resort. Designed by Monaco-born artist Céline Pagès, towering wild rose sculptures now line Place du Casino and nearby gardens, adding a whimsical, visual element to SBM’s cultural agenda.

The giant flowers, some reaching up to 3.5 metres, are rendered in delicate tones of powder pink, gold, mint green, ivory and fuchsia. Created entirely from non-polluting and recyclable materials, they offer not just a burst of colour, but a message of sustainability. It’s a subtle yet powerful example of how SBM is broadening the luxury experience to include visual art, public space, and environmental responsibility—values that resonate in 2025 more than ever.

*The new-look Le Deck. Photo source: Monte-Carlo SBM*

One of the most visible changes is underway at Monte-Carlo Beach, where Le Deck restaurant and surrounding pool area have been completely redesigned under the guidance of French interior designer Dorothée Delaye. A new menu crafted by Chef Pascal Garrigue accompanies the updated setting, which has been well received by seasonal club members.

Maona Monte-Carlo has returned for its third season with a new Greek identity, offering a festive lunch experience from 1pm to 6pm—a deliberate move to meet growing demand for daytime celebration spaces. “Guests were asking to celebrate over lunch, and now they can,” said CEO Stéphane Valeri during a presentation of the company’s financial report.

Elsewhere at Monte-Carlo Beach, two padel courts have been installed and are fully booked most days. The luxury villa La Vigie has added a swimming pool for the first time, transforming it into what SBM calls the “41st and most luxurious suite” of Monte-Carlo Beach. The beachfront also welcomes a Jacquemus summer boutique and themed café, further blending fashion with leisure.

A new addition opening on 21st June is Jondal, a well-known Ibiza restaurant and celebrity favourite, which will launch at La Vigie with a focus on elegant dining experiences, both at lunch and dinner.

*Glow up at the Hotel de Paris. Photo source: Monte-Carlo SBM*

Hotel renovations and historical upgrades

At the Hôtel Hermitage and Monte-Carlo Bay, a two-phase renovation programme is in progress. The first stage was completed in April, with room redesigns and an overhauled spa now featuring partnerships with Clarins and My Blend. The next phase will continue from October 2025 through April 2026, avoiding high-season disruption.

At the Hôtel de Paris, attention turns to the newly restored wine cellars. Founded in 1874 and home to more than 350,000 bottles, the cellars will be officially reopened on 11th June with Prince Albert II in attendance. The restoration, led by Moinard & Bétaille, coincides with their 150th anniversary and is set to be a major attraction for both guests and wine collectors.

Cédric Grolet joins the Hôtel de Paris

One of SBM’s most high-profile additions this year is world-renowned pastry chef Cédric Grolet. In July, he will open a tea room in the Hôtel de Paris’s central patio—a space long admired but historically underutilised. In addition to operating the tea salon, Grolet will also serve as Executive Pastry Chef across the hotel’s outlets, excluding Le Louis XV. His signature creations will be available at the American Bar, Le Grill, and in the breakfast service for hotel guests.

*Chef Yannick Alleno at Pavyllon Monte-Carlo. Photo source: Monte-Carlo SBM*

Gastronomic ambitions and Michelin success

SBM now holds a record 10 Michelin stars across five restaurants, making it the most Michelin-starred resort in the world under one brand. Among the new accolades is a second star for Marcel Ravin’s Blue Bay and a first for Elsa at Monte-Carlo Beach, achieved after just one summer season under Ravin’s leadership. Le Louis XV retains its three stars, while Le Grill and Pavyllon by Yannick Alléno each continue to hold one.

Recognition also continues for SBM’s pastry team, with Blue Bay’s Floriane Grand winning ‘Pastry Chef of the Year’ at the Michelin 2025 ceremony and taking home the Gault & Millau PACA Regional Pastry Trophy weeks later.

To celebrate its culinary accomplishments, SBM will host the fifth edition of the Festival des Étoilés, culminating in a gala dinner and special lighting ceremony at Place du Casino on 29th November.

Alongside these events, SBM is also reviving its cultural programming. The ‘Philosophical Encounters of Monaco’ will return to the Hôtel Hermitage, which Valeri described as the group’s “culture hotel”. The hotel is also home to a new Perrier-Jouët pop-up in Square Beaumarchais, launched before the Grand Prix and running through the summer.

*Casino Café de Paris. Photo credit: Cassandra Tanti, Monaco Life*

Casino innovation and high-end experiences

In the gaming sector, SBM continues its push for innovation. On 14th June, Casino Café de Paris will unveil a new line of exclusive European slot machines, following the success of past premieres like Squid Game and Phoenix Link. These product launches—often accompanied by large-scale live events—have boosted customer engagement and earned the casino two major industry awards: Best Live Casino 2025 and Best Customer Service 2025 at the ICE Gaming Conference.

Also newly opened is the Monte-Carlo Cigar Club, located within the historic office of SBM founder François Blanc. Now open to the public, the space features over 35,000 cigars and 275 references from top global producers.

At Jimmy’z, the layout has been redesigned for a more immersive experience, with a central DJ booth and new staging. SBM has ended its partnership with Billionaire, noting the concept did not resonate with Monaco audiences. In its place, a series of 10 themed nights is planned under Artistic Director Alfonso Ciulla. Among them is a Motown-inspired programme celebrating Black American music and dance, with talent flown in from the United States.

Meanwhile, the Monte-Carlo Summer Festival returns with a wide-ranging lineup. Acts include Paul Kalkbrenner, Benson Boone, Santana, Scorpions, and Dire Straits Legacy—reflecting SBM’s aim to appeal to all generations of visitors.

Looking ahead

“Doing the same thing year after year might feel safe, but ultimately it leads to stagnation—and even regression,” said Stéphane Valeri.

With new investments across its core pillars of hospitality, gastronomy, gaming, and entertainment, SBM’s 2025 vision proves that this iconic luxury resort is not content with past successes; instead, it is pushing boundaries and reimagining what’s possible—not just for its own future, but for the benefit of the Principality as a whole.

Monaco Life is produced by real multi-media journalists writing original content. See more in our free newsletter, follow our Podcasts on Spotify, and check us out on Threads,  Facebook,  Instagram,  LinkedIn and Tik Tok. 

Main photo source: Monte-Carlo SBM

Rd Grand Prix debuts in Monaco with star-studded superyacht gathering

by: Kyriaki Topalidou

30/05/2025

Tech billionaires, royalty and celebrities gathered aboard a 180-foot superyacht for a weekend of high-end hospitality during the 2025 Monaco Grand Prix.

RD Grand Prix, billed as ‘A Superyacht Experience’, made its official debut during the 2025 Monaco Grand Prix, turning heads at Port Hercule with a high-profile guest list and a packed programme of entertainment. The event, created by entrepreneur Ben Biscotti and nightlife figure Sylvain Bitton, marked its arrival on the F1 calendar with a mix of luxury, celebrity appearances and curated experiences aboard a sprawling 180-foot vessel.

Guests included Amazon founder Jeff Bezos and Lauren Sanchez, supermodel Naomi Campbell, actress Sofia Vergara and her son Manolo, as well as singer Robin Thicke with partner April Love Geary. Actor Evan Ross, NBA player Kyle Kuzma and NFL figures Tyrod Taylor and Keith J. Bulluck were also spotted among the crowd. European aristocracy lent additional prestige, with Camille Gottlieb of Monaco’s princely family and Emma Thynn, Marchioness of Bath, in attendance.

The fashion industry was represented by former British Vogue editor Edward Enninful and celebrity makeup artist Patrick Ta.

The weekend opened with a performance by five-time Grammy nominee Robin Thicke and continued with DJ sets from international names including Adriatique, Major League DJz, DJ Ruckus, DJ Cruz and DJ Pookie. An impromptu set by DJ Rampa on Sunday evening closed the festivities on a high note. On the culinary front, Michelin-starred chef Marc Forgione curated a menu featuring truffle barbajuan, lobster salad, tuna tataki and a whisky-flambéed rib of beef, served alongside high-end offerings such as N25 Caviar and hiramasa sashimi.

Adding a creative layer to the event, contemporary artist Fred Allard showcased a private collection merging the themes of fashion and motorsport, with limited-edition pieces available to purchase. Onboard retail experiences included a curated selection of luxury swimwear from Oceanus, tailored fashion from Live Fast Die Young, and items from Alpha Industries, adding a lifestyle dimension to the festivities.

Co-founder Ben Biscotti described the event as a new standard in hospitality at the Monaco Grand Prix. “We’re redefining luxury through immersive entertainment,” he said, adding that the weekend combined contributions from Formula 1 sponsors and a range of prestigious lifestyle brands. The organisers, who also helm the established Rosé Day events, say the Monaco debut reflects their broader ambitions to blend fashion, music and motorsport in a truly elite environment.

Monaco Life is produced by a team of real multi-media journalists writing original content. See more in our free newsletter, follow our Podcasts on Spotify, and check us out on  Facebook,  Instagram,  LinkedIn and Tik Tok. 

Main photo: Ben Biscotti, Evan Ross, DJ Ruckus & Sylvain Bitton, all images provided

Government defends record after National Council highlights Fontvieille decay and project delays

by: Cassandra Tanti

30/05/2025

The Principality’s Government has responded forcefully to public criticism from the National Council regarding the state of the Fontvieille shopping centre and broader concerns over delays in key public projects.

The Government of Monaco issued a detailed communiqué on 29th May, addressing pointed criticism made by the National Council in recent days. The council had raised concerns about what it described as a “dangerous” and “deplorable” state of disrepair at the Fontvieille shopping centre, sharing a video on its social media channels on 26th May documenting the site’s decline.

The footage, which features Council President Thomas Brezzo and Councillor Corinne Bertani touring the complex, shows broken infrastructure, rusted fixtures, electrical hazards, and signs of mould. In a statement accompanying the video, Bertani said, “The shopkeepers feel abandoned and can only observe the inaction of the authorities, even as they continue to pay charges that are supposed to cover the maintenance of installations—something far from the case.” Brezzo added, “What we saw was far worse than expected. It’s no longer just about aesthetics; it’s about user and merchant safety. This is a shameful abandonment of a vital facility. Immediate investment is urgently needed.”

Following the video’s release, Brezzo addressed the local press, reiterating his call for swift rehabilitation. As reported by Monaco-Matin, he said a letter had been sent to the Government requesting that an independent certified body be dispatched to assess the site and ensure it is brought up to minimum safety standards. He also suggested that commercial charges be suspended until conditions improve, and warned that further delays to the presentation of the new Fontvieille redevelopment project could have consequences for the national budget vote.

In its response, the Government acknowledged these criticisms but strongly rejected what it called “hurtful and unjustified” remarks, particularly those that targeted civil servants. “All executive services of the State work tirelessly to uphold the excellence of public services in the Principality,” the communiqué stated. It also offered its “recognition and support” to state employees affected by the comments, and issued a firm defence of the Department of Legal Affairs. “The Government vigorously denies the allegation that this department is hindering the publication of legal texts. It has demonstrated remarkable productivity, while maintaining a standard of legal drafting that is widely recognised,” the statement read.

The Government further questioned the timing of the National Council’s public interventions, pointing out that meetings had already been scheduled for June to discuss both the Fontvieille redevelopment and the now-abandoned Symbiose waste treatment project. “Criticising governmental action on these dossiers ahead of those meetings can only create a climate of distrust, which is not conducive to constructive dialogue,” it said. The statement reaffirmed the Government’s commitment to maintaining “dignified and respectful exchanges” with the National Council, in line with institutional roles and the common interest of the Principality.

Meanwhile, Brezzo has continued to voice concern over wider governmental delays. He pointed to the absence of a permanent replacement for the late Didier Guillaume, suggesting that decision-making has been slowed despite Isabelle Berro-Amadeï stepping in on an interim basis. He also confirmed the Government’s official abandonment of the Symbiose project, a proposed €1 billion waste treatment centre.

Looking ahead, the Council has called for an “immediate and realistic” plan for interim improvements to Fontvieille, as well as prompt presentation of the redevelopment project. Legislative sessions scheduled for 11th and 18th June will address a range of topics including shared custody, digital law, and a proposal on end-of-life care. A public meeting on national priority is also set for 10th June.

See also:

Fontvieille shopping centre project to be “revised”, National Council “stunned”

Photo of the proposed Fontvielle Shopping Centre, which has been tabled for re-examination as further studies are conducted

Interview: Samy Sass’ on taking the Sass’ Café spirit global, one city at a time

by: Cassandra Tanti

30/05/2025

From the glitz of Avenue Princesse Grace to the grand halls of the hotel Bucharest’s Corinthia Hotel Corinthia Bucharest, Samuel (Samy) Trèves is taking the world-renowned Sass’ Café experience global. But for the Monaco native, expansion isn’t just about growth—it’s about preserving a legacy, staying true to the brand’s DNA, and ensuring that Monaco retains its rare, exclusive charm.

In an exclusive interview with Monaco Life, Trèves revealed his ambitious new direction for the Sass’ brand, starting with the recent opening of Sass’ Restaurant & Lounge in Romania’s capital. The venue is the centrepiece of a major partnership with the Corinthia Hotels group and marks the launch of Trèves’ new company, EYE Management, a F&B consulting company which oversees the entire food and beverage offering of the 30-suites luxury hotel.

“Together with my partners at EYE Management, Hugo Sanalitro and Shahar Dahan, we have been working on this project for almost two years,” said Trèves. “A friend bought this incredible historic building in Bucharest and brought it under the Corinthia umbrella. They approached us to take on the full F&B concept. Sass’ is a core part of that, but it’s much bigger—we’re handling everything from room service to the hotel’s main restaurant to the three dining and bar venues.”

*The Sass’ Restaurant and Lounge at Corinthia Bucharest*

The concept is a natural evolution for Trèves, who has long been intrigued by the hotel industry and saw an opportunity to weave Sass’ Café’s seductive, Monaco-rooted identity into an international hospitality framework. With Sass’ Restaurant & Lounge now welcoming guests in Bucharest, he’s setting the tone for a refined and distinctly Monegasque dining and nightlife experience abroad. But even as he goes global, Trèves insists Monaco remains his anchor.

“Whenever we host people there, we say, ‘Welcome to Monaco,’” he shared. “That’s what Sass’ is—warmth, elegance, great music, exceptional service. We’ve recreated that atmosphere in a completely different city. But the goal isn’t to replicate Monaco everywhere; it’s to share the spirit of Sass’ in the right places, with the right people.”

*The Bucharest establishment has been designed by Tina Green and Pietro Mingarelli of G&M Design Gallery*

The Bucharest venue, designed by longtime Sass’ collaborators Tina Green and Pietro Mingarelli of G&M Design Gallery, retains all the visual drama and intimacy of the original. Rich textures, golden lighting, and a layout that merges a bar, restaurant, and discreet speakeasy into one flowing experience all evoke the familiar Sass‘ ambience. The menu is also faithful to its roots, with around 90% of the Monaco dishes carried over and a few subtle adjustments to suit local tastes.

“The Sass’ DNA is strong. We didn’t want to change too much,” Trèves explained. “But the team dynamic is just as important. We brought in staff from Monaco and AlUla, and paired them with amazing local talent. It’s always one international person with one Romanian—it’s a binomial system. That’s how we preserve the Sass’ culture while embracing local energy.”

Trèves has made a career of defying hospitality trends in favour of authenticity, a trait that continues to shape his vision for the future. The upcoming debut of Sass’ Café’s sister brand Cabana Sass’, a beachside restaurant concept set for southern Portugal this summer, further expands the brand’s reach. But it’s not about opening as many locations as possible—it’s about curating the right experiences in the right markets.

“Sass’ has never been about scale. It’s about offering something memorable,” he said. “We’re creating a more global, mobile team that can travel with the brand. We’re still a family business—just a bigger one now.”

Despite his international ambitions, Trèves remains firmly protective of Monaco’s unique hospitality landscape. While the Principality has long held its place as a beacon of luxury and exclusivity, what has changed, he notes, is the sheer number of venues now competing for attention. For Trèves, the strength of Monaco’s hospitality scene has always rested in its carefully curated, high-quality offering — and he warns that a potential future oversaturation of options could risk diluting the very appeal that makes the destination so special.

“Monaco isn’t London or Miami. It’s unique, and we need to protect that,” he said. “There’s a limit to how many places can succeed here. We have to preserve what we’ve built. Saturation would dilute the very thing that makes Monaco special.”

*Sass’ Café Monaco has also undergone a refresh. Photo credot: Fabbio Galatioto*

Now 46, Trèves has grown up in step with the city’s transformation. His father, Salvador Trèves, founded Sass’ Café in 1993, at a time when Monaco’s nightlife was little more than a local secret. Today, the Sass’ Café is an institution—a late-night meeting point for global tastemakers, royalty, and loyal residents alike.

Over the years, the venue has evolved, most recently with the removal of a long-standing wall that separated the club from the restaurant. Inspired by his travels, Trèves decided to unify the space, transforming it into a flowing lounge-restaurant hybrid that retains its intimate charm while embracing a more open concept.

“It was a big decision, but I felt it was time,” he said. “We can still close it off with curtains if we need to, but it’s one cohesive experience now—and the feedback has been amazing.”

*Sass’ Café has been remodelled with the removal of a wall, making the space much larger. Photo credit: Fabbio Galatioto*

Through each of these projects, whether in Monaco, Bucharest, or the Algarve, Trèves continues to refine what it means to be part of the Sass’ family—not just for patrons, but for the staff who help bring the vision to life.

“Hospitality is about people. Our staff are everything,” he said. “That’s why we move them around, give them opportunities to grow. They start as runners and become maître d’s. That kind of career path makes people stay, and it keeps our standards high.”

As Sass’ Café celebrates 32 years at the heart of Monaco’s dining and nightlife scene, Samy Trèves is steering the brand into a new era—one rooted in tradition, but with an eye on the world.

Young ocean ambassadors unite in Monaco for marine conservation

by: Kyriaki Topalidou

30/05/2025

Forty young students from across the Mediterranean gathered at Monaco’s Oceanographic Museum this week for the inaugural ‘Rencontres Oceano pour Tous’.

The two-day event, held on 27th and 28th May, brought together primary and secondary school students from France, Italy, Greece, Algeria and Malta to share their conservation projects and collaborate on a multilingual manifesto for Mediterranean protection.

The gathering coincided with the conclusion of the 11^th edition of the ‘Oceano pour Tous’ competition, organised since 2014 by the Oceanographic Institute in partnership with the Princess Charlene of Monaco Foundation and French national education authorities. This year’s contest rewarded 12 classes from primary and secondary schools.

*Awards ceremony. Photo source: Oceanographic Museum*

The programme specifically targets students in priority education zones (REP, REP+), rural areas, and specialised classes (ULIS and SEGPA), aiming to provide ocean access to young people who might otherwise have limited exposure to marine environments due to social, educational or geographical barriers.

For the first time, five Mediterranean classes participated in a non-competitive strand, receiving the same educational support as their French counterparts through over 30 hours of online workshops per class, dedicated educational resources, and privileged exchanges with marine science experts. The initiative reflects the Oceanographic Institute’s broader Mediterranean programme aimed at fostering regional cooperation on marine conservation.

“This 11th edition marks a symbolic milestone with the introduction of a new Mediterranean component,” said Robert Calcagno, General Director of the Oceanographic Institute. “These young ocean ambassadors embody a promise for the future: that of a united and sustainable Mediterranean, built by and for those who will inhabit it tomorrow.”

Students engaged in hands-on marine activities including diving baptisms and snorkelling sessions with Monaco’s Underwater Exploration Club, alongside educational workshops at the museum’s ‘Mediterranean 2050’ exhibition.

The programme’s highlight proved to be the collaborative drafting of the ‘Young People’s Manifesto for the Mediterranean and Ocean’, written in six languages. The document includes students’ commitments and proposals for sustainable marine futures.

Support for marine education

The event witnessed substantial financial commitments to marine education. The Association of Friends of the Oceanographic Museum renewed its support with a €450,000 donation over three years to strengthen two additional Oceano pour Tous programmes.

Meanwhile, the Cuomo Foundation signed a new partnership agreement to expand Mediterranean outreach programmes, with particular support for the non-competitive strand designed to accompany classes from around the Mediterranean starting from the 2025-2026 edition.

Competition winners included Cannes’ Marcel Pagnol Primary School, whose students developed educational games about marine mammal protection and Posidonia seagrass conservation. Their project included creating a virtual tour of their Marine Educational Area and participating in seagrass restoration in Cannes Bay. The winning class earned a two-day discovery trip to Monaco.

Other notable projects ranged from coral preservation studies in Mayotte to mangrove protection initiatives in New Caledonia, demonstrating the programme’s impressive reach across French territories and overseas departments.

The competition benefits from financial support from the TotalEnergies Foundation, while activity partners include Monaco’s Underwater Exploration Club, Columbus Hotel Monte-Carlo, and Aqualung, which provided diving kits for participants.

Television personality Estelle Lefébure, competition patron for the third consecutive year and co-founder of marine conservation association ‘Spero Mare’, attended the ceremonies. “Through Oceano pour Tous, even those living far from coasts can understand ocean challenges and believe in their power to act,” she said.

The programme has engaged nearly 750 students throughout the current academic year, with ambitious plans to welcome additional Mediterranean countries in future editions as part of building a regional community of young marine ambassadors. The initiative has earned recognition with ‘La mer en commun’ labelling from France’s Ministry of Ecological Transition and ‘European Maritime Day’ certification from the European Union.

Nice installs new mobile speed camera on Promenade des Anglais

by: Kyriaki Topalidou

30/05/2025

Nice has installed its first mobile speed camera on Promenade des Anglais, launching an ambitious road safety initiative aimed at tackling dangerous driving on one of the French Riviera’s busiest roads.

The mobile construction site camera was positioned on Tuesday at 105 Promenade des Anglais, in the Magnan district, monitoring traffic travelling east to west in the 50km/h zone. The installation represents a compromise between local authorities and the French state, which was unable to provide permanent fixed cameras immediately.

Mayor Christian Estrosi, who has been campaigning for traffic enforcement on the famous boulevard, welcomed the development in a post on X. “For months we have been demanding the installation of radars on the Promenade des Anglais to protect the people of Nice. The State has finally reacted: mobile construction site radars are in place, waiting for permanent devices. We will not give up anything in the face of the drivers who endanger the lives of the people of Nice, and sometimes even our agents!” he wrote.

The urgency behind the initiative becomes clear when examining the stark accident statistics. Since 2020, the Promenade des Anglais has claimed 19 lives and left 49 people seriously injured. The seven-kilometre stretch sees nearly 175,000 vehicles pass through daily, making it one of the busiest roads in the region.

Recent incidents have highlighted the severity of the problem, with the latest incident dating back in January, when a cyclist was killed after being struck by a 20-year-old travelling at high speed whilst under the influence of alcohol. Days earlier, police officers were injured during a pursuit of a motorist clocked at 119 km/h in the 50km/h zone.

Locals react to the new installation

The newly installed mobile construction site camera is deliberately conspicuous – described by locals on social media as anything but discreet. The large grey box positioned on a parking space will be regularly moved between five identified locations along the promenade to maximise effectiveness.

Nice’s future plans include the installation of four permanent speed cameras along the Promenade des Anglais, plus three additional units at other accident-prone locations throughout the city.

Photo credit: Kyriaki Topalidou, Monaco Life

Month: May 2025