Forget crowded stadiums and generic concert formats. The Big Art Festival, co-founded by veteran entertainment producer Maxim Berim, offers a uniquely intimate and elegant experience for Monaco’s discerning audience—and it’s rewriting the rules of what a luxury concert can be.

With over 25 years in the international entertainment industry and thousands of headline concerts under their belt, Maxim Berim and his partner set out to create something that didn’t yet exist: a boutique festival combining high-level musical artistry with the elegance of a gala. The result is the Big Art Festival—an ever-evolving series of exclusive events staged in some of the world’s most luxurious destinations, including, now, Monaco.

“We didn’t want just another massive one-location festival,” Berim told Monaco Life. “We travel a lot, we see a lot, and we felt there was space for something more personal. Something that feels like a private performance, in a stunning setting, for people who really appreciate music and art.”

A new kind of concert for Monaco

While Monaco is known for its vibrant events calendar, especially during the Grand Prix, Berim saw an untapped niche. “Most of the events during that time are club nights or DJ-led afterparties for a younger crowd. Our format is different,” he says. “It’s designed for a 35-plus audience who values elegance, top-tier music, and a refined social atmosphere.”

This year’s Monaco Grand Prix weekend will showcase the Big Art Festival’s signature style, with an exclusive gala concert featuring the Black Eyed Peas and Craig David at the Sporting Monte-Carlo on Friday 23rd May. Blending globally recognised acts with fine dining and glamour, the event offers an elevated alternative to the high-octane party scene that dominates the weekend.

The Big Art Festival isn’t just about the music—it’s a fully immersive experience. Each evening begins with a red-carpet welcome and cocktail reception, followed by an elegant dinner and a curated programme of live performances. “We think about every single detail,” says Berim. “From what music plays when guests walk in, to how the lighting evolves throughout the evening, to when the headline act takes the stage—it’s all planned to create a natural flow of energy.”

Not just another gala night

What makes the Big Art Festival stand out isn’t just the lineup—though that’s impressive, with past performances by Andrea Bocelli, Craig David, and OneRepublic. It’s the thoughtfulness behind the experience. “We’re not selling tickets—we’re selling tables. And with that comes a level of personal relationship and trust,” Berim notes. “It’s a community. People come not only for the artist, but because they know they’ll have a memorable night among like-minded people.”

The format also allows room for emerging talent. “We love mixing headline acts with rising stars,” says Berim. “It could be a gifted pianist from the UK or a singer from the Philippines. It’s about creating a full arc of entertainment, not just one highlight.”

Craftsmanship behind the scenes

Behind the glamour lies an intense level of planning. The team now produces between 30 and 40 events a year, across destinations like Portofino, Capri, Dubai and Courchevel. “It looks effortless from the outside, but we’re working months ahead—booking artists, handling logistics, securing venues,” Berim shares. “It usually takes two to three months just to finalise a major act.”

To maintain the artistic integrity of the programme, the team recently brought on Raffaele Riccio—known for his work with Billionaire—as artistic director. “He’s helping us refine the theatrical flow of the evening. It’s not just a concert—it’s a show, and the mood needs to build naturally, with each act adding something new.”

A love for music at the core

Berim’s passion for music is more than professional—it’s deeply personal. A trained saxophonist with a degree from a music conservatory, he grew up in a musical family and brings that sensibility to every show. “Music is part of my DNA,” he says. “That’s why I care so much about the sound, the pacing, the energy in the room. If you start the main act while people are still eating, you’ve already lost the magic. But when everything clicks—it’s unforgettable.”

What’s next for Big Art Festival?

The festival is steadily growing a global following, and Monaco is fast becoming one of its key locations. “We’ve built a loyal base of guests who now plan their holidays around our events,” says Berim. “We’re always looking ahead, already planning the next season. The demand is there, and Monaco is the perfect place for it—elegant, international, and full of people who understand and love quality.”

And the wishlist? “I’d love to bring in Michael Bublé. And Lady Gaga, especially for her jazz material. Also Celine Dion—these are artists who bring depth and emotion, not just spectacle.”

In a Principality known for spectacle, Big Art Festival is something else entirely: intimate, world-class, and crafted with the precision of a musical score. For Monaco’s cultural scene, it’s not just an event—it’s an experience.

See also: 

Black Eyed Peas to ignite Monaco GP festivities with exclusive performance

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Main photo of Maxim Berim. All photos sourced from Big Art Festival