Monte-Carlo Bay Hotel & Resort is midway through an ambitious five-phase renovation that’s bringing 1980s Milan design sensibility to Monaco’s modern coastline hotel, with newly completed rooms commanding a 25% price premium over their predecessors.
The transformation, led entirely by SBM’s in-house design team, draws inspiration from the Memphis Group — the influential postmodern design movement born in 1980s Milan under architect and designer Ettore Sottsass that revolutionised interior design with playful forms, bold colors and unexpected angles.
SBM CEO Stéphane Valeri announced during his New Year address on 7th January that phase two will complete in April 2026, delivering 74 redesigned rooms across floors seven and eight. Combined with the 67 rooms renovated during phase one on floors nine and 10, this brings the total to 141 reimagined spaces by spring — representing over 40% of the hotel’s 332 rooms.
From Milan to Monaco
The Memphis Group, which Sottsass founded with young architects and designers in the early 1980s, championed a ludic approach to architecture and interior decoration through novel forms in furniture, lighting and tableware, along with color blocking, strong patterns, unusual proportions and surprising angles.
SBM’s design bureau retained the principle of colour blocking while refining the combinations. Teams opted for neutral, enveloping background colors that create contrast with strong, luminous accent hues in the décor — a softer interpretation of Memphis’s sometimes jarring aesthetic that suits a luxury hotel environment.
The result is exclusive furniture found nowhere else. Every piece has been custom-designed for Monte-Carlo Bay, giving the hotel a distinctive identity while maintaining the comfort and refinement expected at an SBM property.
Proven revenue model
The renovation strategy is already proving financially successful. Valeri revealed that newly renovated rooms at both Monte-Carlo Bay and Hôtel Hermitage are commanding approximately 25% premiums over pre-renovation pricing — validating the significant investment in design and execution.
“Since we have already rented phase 1 renovations at Hermitage and Monte-Carlo Bay, I can say that the new rooms rent for about 25% more on average than the old ones,” Valeri stated. “This obviously guarantees better results in coming years as renovated rooms and suites are delivered.”
The model follows the successful transformation of Hôtel de Paris, where comprehensive renovation more than doubled revenue since 2019 to nearly €100 million annually. SBM aims to replicate this performance at Monte-Carlo Bay, positioning both properties to attract Ultra High Net Worth Individuals who increasingly demand larger suites and distinctive design.
Five-phase timeline
SBM is executing the renovation in five distinct phases to avoid disrupting hotel operations, conducting work only during the low season from October to March. Phase one ran from 2024 to 2025, renovating 67 rooms on floors nine and 10, with one-third converted to Premium Suites and Junior Suites. Phase two is currently underway from October 2025 through April 2026, transforming 74 rooms on floors seven and eight, comprising 60 standard rooms, 12 Junior Suites and two suites.
Phase three will address floors five and six, followed by phase four covering floors three and four, with phase five completing the transformation on floor two. The timeline for these later phases has not yet been announced. The hotel’s 22 existing suites are distributed throughout these phases, with some standard rooms being converted to Junior Suites and Premium Suites to meet evolving client demands for more spacious accommodations.
Beyond rooms
Monte-Carlo Bay’s transformation extends beyond guest rooms. A Kids Club will open in summer 2026, addressing Valeri’s priority of making SBM properties more welcoming to families.
Looking toward the 2030 horizon, SBM plans to add floors to the current 11-story structure, pending government permits, to create additional luxury residences and celebrate the hotel’s jubilee with expanded facilities.
See also:
Hôtel Hermitage to unveil Bar Gustave beneath Eiffel’s iconic glass dome
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Main photo source: MCSBM