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Hashtag Monaco: “Influencers add the human touch to luxury”

by: Rita Meireles
10/08/2021

They document their lives and passions online, and with that comes a new way to showcase Monaco. Olga Lavric and Milana Chigridow are digital influencers, giving their hundreds of thousands of followers a unique glimpse of what life looks like in the fabled Principality.
It’s the perfect destination to post about. Famous architectural masterpieces, luxury superyachts in the harbour, and all those fast cars. Of course, we’re talking about Monaco.
The Principality is a favourite when it comes to social media. On Instagram alone, there’s more than seven million posts with the hashtag “monaco”. But if on the one side there are occasional vacation posts by the hoards of visitors each year, on the other there’s a community of influencers who work all year around to share all-things-Monaco.
Five years ago, Olga Lavric found herself with no job and a suggestion from her husband: “You are following a lot of fashion/beauty bloggers. Why not start your personal blog?”. At first, she was indecisive, not knowing how her work situation would evolve, but then she knew she had to take the risk. “In the end I said: ‘Why not? Better to try than to regret later’. Now I’m more than happy to do what I really love. For me this is a dream that came true,” Olga tells Monaco Life.
Olga’s job goes from answering emails to organising photo shoots, preparing outfits, editing photos and videos or attending events. Apart from that, she drinks her coffee in the morning and spends time with her family and friends, just like everyone else. “I have a normal life as everyone else does, with little exceptions,” she explains.
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But she does not have a regular job. Being an influencer, or content creator as some people prefer to call it, is far from the typical career path. Even though it’s becoming more common, some people still don’t know what it is that Olga and so many around the world do for a living. “For example, my parents are far away from the digital world, they opened their accounts on Facebook and Instagram only because of me, to see my photos. In the beginning it was hard to explain to them what I’m doing,” says Olga, who has 343,000 Instagram followers.
The easiest way she could explain was to say that her job involves doing publicity for some brands on social media and that she’s receiving products to then test and post about with her personal review. Olga considers this the simplest way to explain to someone who doesn’t know a lot about the digital world what an influencer is.
But technically, it is a little more specific. Influence marketing, as it’s known, is different from other forms of marketing because of the target. In this situation, the main focus is on a specific group of followers, with similar interests, and not everyone. Meaning, a beauty brand who has a billboard in a street may reach the desired public or not, depending on who walks that street. But if the brand chooses to work with a beauty influencer, they automatically know that that person’s followers are interested in the topic, making all of them potential consumers.
When it comes to Monaco, Olga says that many brands are keen to collaborate with influencers in the Principality. “Of course, the brands are interested in working with influencers from Monaco. Here you can create very cool content. The place is amazing. We have breath taking views, fabulous architecture, beautiful nature, turquoise sea and white beaches, luxury hotels, luxury cars in the background, so the photo shoots are always spectacular,” she says.
Supporting local business
Swedish-born Milana Chigridow is currently living between Monaco and Paris and has 138,000 followers. The 26-year-old first came to the Principality to do a master’s degree in Luxury Management at the University of Monaco and is now working “with various brands within the luxury segment as a content creator and social media consultant,” Milana tells Monaco Life.
On Instagram, her career started over a decade ago when the platform had just launched. “I always had this profession in between my studies, and I find it a valuable portfolio for me to lean on when I present myself. I was 16 at the time so it is my first and only career so far,” she explains.
And the way she does that is close to magical: “I like to imagine the world as the books I read and the movies I see.”
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Milana chooses to share the ordinary things in life, believing that “people don’t want to see something extravagant or showy, that they can’t relate to.” Her content is simple and familiar. She uses her Instagram account as her diary, a place where all her memories are saved, which results in a combination of places, people, food and architecture.
According to Milana, every place in Monaco is good when it comes to creating content, especially for people with a creative mind. “Personally, I like the old town, and also the polished buildings around the Casino. The view from the Exotic Garden is also spectacular,” she says.
Olga also has some tips when it comes to the best places to create content in Monaco. “Around the Monte-Carlo Casino, Hôtel de Paris, Hôtel Hermitage and Metropole. Also, an option is up at the Prince’s Palace where you have breath taking panoramas. On the one side you have the view of Fontvieille, on the other side the view of Port Hercules. The little streets in the old city also are a good place to find cool content.”
When it comes to the social media market, it looks like there’s a lot of space available, even with so many visitors. “I’d say there are not so many local influencers which is an advantage, for me at least,” says Milana. She believes that “tourist influencers are not essential to Monegasque business owners, it’s better to work with local talents.” She says the ones who live in Monaco already have a community of followers who are also from the Principality, so “strategically it’s better to use them for advertising than someone who is big and international”.

When it comes to partnerships, the Swedish influencer believes the big potential is in promoting hotels and restaurants. “People who wish to experience this want to see what is in store for them, therefore using influencers to share their brand story through posts and videos is a huge advantage.”
Her academic path combined with all the knowledge that she has gained from working as an influencer for so many years has given Milana the right recipe to know how to deal with brand partnerships. Talking about the luxury market that Monaco is known for, the influencer has her own way to do it. “Showcasing real luxury should focus on the feeling and the ambiance a client will achieve,” she reveals. “A clever influencer will transmit this message in a more ‘warm’ and less corporate way than a commercial post made by a company. Influencers add the human touch to the luxury aspect.”
But Milana also has space for smaller businesses, since she believes that “they have the opportunity to grow a lot through word of mouth, more so than big brands”. MOCO Society is one example of a partnership she has done, with the brand sharing its products with her for free in return for exposure. But in Monaco, Milana thinks that “every new startup can earn big awareness by targeting the local influencers”.
Even though this career looks accessible to everyone, it requires a good amount of dedication, creativity and work. Seeing Milana’s daily routine, it can get a bit busy. The day starts with a look around Instagram, then she starts planning her timings for the day when it comes to posts. After that, it’s time to snap some pictures. No, not some, all of them. “I also snap photos of almost everything I do and therefore update on stories. Sometimes I have more material than time to post.”
In the middle she answers emails, comments and propositions. The love she has for the business side of it keeps her away from finding an agency to do that work. She also finds time to work on a consultancy basis for several brands.
But the fun side of Instagram for Milana is “creating a diary that everyone has access to”, something that she likes to call a “come to life book”, that is always available for people to read and be a part of.
 
 
 
 
 
 
 
 

La Chèvre d’Or: Fine dining with soul and authenticity

by: Cassandra Tanti
07/08/2021

It’s what legends are made of, a mystical medieval village perched high on a rocky cliff face, mythical beasts and a golden goat, food that allows you to travel through the centuries, and a panorama that takes you to the heavens.
But La Chèvre d’Or is no fairytale. It is a very real oasis hidden in a sweltering, tourist-filled Riviera, and it’s just 20 minutes-drive from Monaco.
In 1953, investor Robert Wolf fell in love with Château de La Chèvre d’Or and turned it into a restaurant. According to local historians, Walt Disney convinced Wolf to acquire a cluster of private houses in the village and transform them into hotel rooms. The hotel later became associated with the prestigious Relais & Châteaux, and today La Chèvre d’Or has 45 rooms and suites, surrounded by beautiful, manicured layered gardens.

La Chèvre d’Or in Eze Village, photo provided

At its heart remains the restaurant of the same name, which obtained its first Michelin star in 1975 and its second in 2000. Since 2016, that distinction has been maintained by Executive Chef Arnaud Faye, who was awarded the prestigious Meilleur Ouvrier de France in 2019.
Each year from April to October, 42-year-old Arnaud creates intricate dishes that are deeply researched and considered interpretations of the Riviera’s regional and historic cuisine.
“When I arrived here from the Domaine de Chantilly, my vision was the same as a tourist,” Arnaud tells Monaco Life. “I toured Eze, Nice, Vence, Saint Paul de Vence… to see what guests here expect. For me, it is important to have on each plate a different touch of Riviera cuisine, but with a more modern vision.”

Views of the Eze coastline and St. Jean Cap Ferrat from La Chèvre d’Or, photo provided

That vision manifests itself in the classic Mediterranean entrée of tomatoes and mozzarella. With this, his signature dish, Chef Arnaud Faye fills sweet cherry tomatoes with rich, creamy burrata. It is finished with a tomato infused water, fennel sorbet and fig leaves for a summer dish that is laden with history, flavour and texture.
The same theory is played out with another peasant ingredient, rabbit, a notoriously dry protein which the chef cleverly manages to turn sumptuous through a technique of sous vide and roasting on a bed of wild herbs. This is served with smoked octopus, eggplant prepared two ways, and jus with girolles, lending depth, richness and fragrance.

Chef Arnaud Faye’s signature cherry tomato and burrata dish, photo by Monaco Life

In magnifying the produce of the Riviera, Arnaud pays particular attention to the vegetables, something he developed a passion for while working the gardens of his grandparents in Auvergne, central France, as a child.
“For me, this is very important, because it is always possible to cook beef or veal, but what I find really interesting is the vegetables,” says Arnaud. “I work the vegetables to create different textures, tastes and aromas. I only use seasonal produce from local producers, so I have a farmer near Villefranche who grows my cherry tomatoes, for example, and I get my courgettes from Nice.”

La Chèvre d’Or and the golden goat, photo by James Pouliot

Arnaud’s cuisine is an obvious celebration of the terroir that stretches from the rocky foothills of the Mercantour to the intense blue waters of the Mediterranean Sea.
Lamb, he adds, is sourced from the local countryside, while the ‘catch of the day’ depends on what the fisherman have brought in on their boats that morning.
Each dish shines with technique, soul and authenticity.
The play on textures is also embraced by Pastry Chef Julien Dugourd, whose dessert of white and yellow peaches with verbena is a sophisticated masterpiece. A wide variety of Chef Julien’s exquisite desserts can also be enjoyed in Les Remparts, a terrace restaurant where guests can choose from an extensive Mediterranean menu prepared by Chef Benjamin Zannier, in collaboration with Executive Chef Arnaud Faye, surrounded by arcades of jasmine, ivy and bougainvillea, and immersed in that extraordinary view.

Textures of white and yellow peaches by Pastry Chef Julien Dugourd, photo by Monaco Life

There is no outdoor terrace at the two Michelin starred restaurant La Chèvre d’Or. Instead, large floor to ceiling windows frame the azure waters that is dotted with luxury superyachts, capturing an image of the Riviera as if it were frozen in time. It also adds to the intimate, elegant ambiance of the restaurant, which seats a maximum of only 48.
As anyone who frequents La Chèvre d’Or will tell you – especially habitual guest U2 frontman Bono – visiting this restaurant is like being welcomed in to a home, despite the perfection that comes with being a two-starred establishment.
Restaurant Director Marc Piquet is a seasoned professional, whose warmth and knowledge sets the tone for a truly memorable experience. Maître d’Hôtel Pauline Gachet won the prestigious Georges Baptiste Cup in 2019, and Chief Sommelier Phillipe Magne has been perfecting his craft at La Chèvre d’Or for 32 years. His charm is matched only by his extensive knowledge of champagne and wine. When the restaurant closes in October for six months, Phillipe tours the country in search of fine labels to serve his guests, accumulating a reserve that now remarkably boasts 26,000 bottles.
“I always propose different houses, the large and famous ones like Moët & Chandon and Taittinger, but also smaller producers who are sometimes better than the big houses,” Phillipe Magne tells me from behind his intriguing display of chilled champagnes.
Guests can choose from an extensive wine list that extraordinarily includes 45 wines by the glass, or they can, like myself, put their trust in Phillipe to make the perfect pairing.

The view from La Chèvre d’Or is just like looking down from the heavens, photo by Monaco Life

In the end, it is easy to understand why La Chèvre d’Or is honoured among celebrities, politicians, royalty and the elite.
But it is a destination for all who wish to experience the true flavours, heart and hospitality of the French Riviera, a vibrant reminder of how powerful time, place and story is when it comes to food.

The ‘From rocks and waves’ lunch menu is a five-course gastronomic experience for 160€ per person, or 90€ for three courses. The eight-course ‘From rocks and waves’ dinner menu includes langoustine, crab and pigeon, and is priced at 260€, paired down to five courses for 220€ (prices exclude wine).

Top photo of Executive Chef Arnaud Faye by Cassandra Tanti for Monaco Life, all rights reserved. 
See our gallery below for more pictures:

 

“Life is Beautiful” with artist Houda Bakkali

by: Stephanie Horsman
06/08/2021

Monaco’s Le Pinocchio restaurant will be featuring private viewings of the works of artist Houda Bakkali this month, inviting guests to experiment with augmented reality as they admire her special brand of visual art.
Barcelona-based Houda Bakkali wants us all to look at the world the way she does: in a positive light. After a year and a half of bad news, the artist is asking people to remember, through her latest exhibition at Le Pinocchio restaurant, that “Life is Beautiful” and to be grateful despite all the difficulties life presents.
“With the new graphic series ‘Life is Beautiful’, the international visual artist Houda Bakkali launches a universal message of optimism and hope, more necessary than ever in these strange dark times that humankind is experiencing due to the global pandemic and the unpredictability of its evolution,” Juliet Art Magazine said of her exhibition. “While the whole world is sick, disoriented and frightened by the future, the Spanish artist concentrates on the digital canvas, all the most vibrant and incredible colours that nature and pixels are able to offer to create a real explosion of joy of against which it is impossible to remain neutral.”
It would, indeed, be hard to stay neutral upon seeing the works on offer by the vibrant Bakkali, which will be on display from 9th to 22nd August. Loaded with imagery depicting strong females and representing iconic feminine themes such as flowers, curves and colour, her work is much like the artist herself.

Le Pinocchio restaurant is located in the old town of Monaco, photo provided

Le Pinocchio has hosted the artist in the past. She had a show in the midst of the pandemic back in October of 2020 where she displayed her Africa series as well as debuting a new piece at the time called Crazy Heart.
“At this very particular time that we live because of the pandemic, we must find new ways to continue sharing our creativity with the public,” said Bakkali at the time. “My art is essentially digital, so this virtual presentation is a perfect option to bring the public closer to my creative process. In Monaco, I feel at home. It is a country that I love and being able to show my work in such an emblematic place as Le Pinocchio is a great honour. I am very grateful and happy for this opportunity.”
Bakkali is an international visual artist and has exhibited around the globe, including in Paris, Madrid, Cannes, San Remo, New York, Barcelona, Córdoba, Biarritz and Lorc, as well as in the Principality.
 
 
 

Marc Scarpa: “We're breaking the entry barrier to the DeFi world”

by: Cassandra Tanti
30/07/2021

Monaco Life speaks to the entrepreneur behind DeFiance Media, a new 24-hour streaming broadcast network that delivers news and information on today’s decentralised economy and digital lifestyle, with an innovative twist.
Marc Scarpa is a streaming media veteran who is combining his decades-long experience with the world’s hottest obsession: decentralisation.
He is the co-founder of DeFiance Media, a video-news startup that reaches 65 million US households and another 15 million globally through various networks and distributors such as Local Now, NetRange, Select TV and Glewed TV.
Now, DeFiance Media has launched a new website and mobile experience providing enhanced coverage of the DeFi sector to digitally-focussed people who are looking for news that aligns with their alternative thinking.
Monaco Life: What is DeFiance Media and where does it fit in today’s media industry?
Marc Scarpa: DeFiance Media is a 24-hour linear broadcast channel dedicated to decentralised culture, finance and technology. We reach 80 million homes globally now on OTT, OTA, streaming platforms and connected devices. Our primary mission is to promote the adoption of the decentralised evolution. Everything has existed in the centralised world for so many years, but decentralisation and distributed lifestyle is where we are at right now.
What kind of content do you carry and create?
Our programming algorithm is very specific, we are covering what we feel are the top 10 topics that are part of this new evolution of cultural creatives: blockchain, digital currencies, artificial intelligence (AI), robotics, cyber security – a very under reported market that affects almost everybody – alternative energy, connected living, biotech, social impact projects, and regenerative culture.
What we aim to do at DeFiance Media is offer an alternative voice and to really target that new group of cultural creatives, of which there are about a quarter of a billion of them on the planet. That group has not really been given a single broadcast media outlet that represents them and covers the topics that they are interested in, the way that they want it to be covered.
Currently, there is a barrier of entry to get into this DeFi world, knowing who to follow and where to find them. We want to make it a frictionless experience for people to come in and see what this world is about, to engage and participate in it, and to ultimately be a contributor to it.

DeFiance Media’s original programming includes interviews with people at the forefront of the decentralised world

There are many individuals who do cover these topics in their various platforms, but they are scattered all over the internet. Is the aim of DeFiance Media then to bring all of this content together in a one-stop-shop kind of arrangement?
Exactly. YouTube, for example, is an amazing platform but it is fragmented and there is a lot of noise there because it has no real curation process. What we are doing is very much what Arianna Huffington did in curating media and news. We are taking the best of the best content creators that already have a voice in our 10 topics, and inviting them to be a part of our media network. We are getting them out to a new, larger, linear audience, while at the same time still creating our own original programming.
We offer the television experience with a 24-hour live linear feed with curated programming from our contributors and original programming that we make. We also have the news where we reference other news outlets that have the best stories of that day, from Science Daily and MIT Press, to Blocworks and Bitcoin Magazine, which is clickable directly to the sources.
And we have a curated social media, featuring the greatest minds of our era who are writing about everything from AI to biotech.
This is all real-time.
So yes, we provide curation because there is a lot of noise out there. We are building our offering both in television and on the desktop and mobile experiences.
Can you tell us more about your original content?
One of our favourite shows is ‘Anything is Possible’ with Patrick Tsang, an entrepreneur and investor who is promoting positivity with the life ethos that anything is possible. He is interviewing everyone from Anthony Scaramucci and Tim Draper to Baroness Michelle Mone and AI entrepreneurs. The way he approaches that half hour interview show is less about business and more of a one-on-one conversation with the individual. He wants to understand why these people are motivated to create what they’re creating.
We also have a programme called ‘Cashless with Sarah Austin’, who has been listed as one of Forbes’ 30 under 30 and who interviews men and women at the forefront of the new digital economy.
So, while all of the news articles from third party sources serve as someone’s daily reading, the original broadcasting programming is taking it to the next level with more focussed feature stories on individuals.
We also do specials, like ‘Culture Conversation’, which was shot at the Bitcoin 2021 conference in Miami, where we interviewed Blond:ish, Tony Hawk, Shark Tank’s Kevin O’Reilly, and a variety of entrepreneurs who were there talking about what they were doing in the space, the type of companies they are funding, and what this new decentralised cultural movement means to them – the key that we really try to focus on more than anything else.
Crypto titan and DeFiance Media investor Brock Pierce with ‘Anything is Possible’ host Patrick Tsang

Who is backing this project with you?
Among the many investors and partners in this venture are Co-Inventor of NFTs and Co-Founder of Tether Craig Sellars, Tsangs Group Global Family Office, who are Investors in Fubo TV and Live Company Group, Head of the Bitcoin Foundation and philanthropist Brock Pierce, Award-Winning Author and Futurist Daniel Pinchbeck, blockchain veterans Michael Cao and Winnie Liu, and powerhouse Hollywood producer Lauren Selig.
What other market-related features does the DeFiance Media platform have?
Money makes the world move forward, so we have the world’s first ever broadcast crypto ticker, allowing people to stay glued to their set and trade at the same time.
Then, and this is where it gets interesting, we allow for our viewers to make transactions. In the market section, people can get market data on, say, Ethereum with links to websites, technical documentation and news, but they can also buy and trade through the platform. People can watch someone on our channel, do research on their company, see where that token is trading at that moment in time, and make transactions.
We have a third-party provider that facilitates all of the transactions for us through a variety of exchanges. You can use your credit or debit card, or get it straight from your bank account.
What is your vision for DeFiance Media?
Our vision is to promote a positive narrative for the decentralised evolution to as many people as possible and ultimately, we would like to reach a billion households. If fashion TV can reach a billion households, there’s no reason why we can’t. We aspire along the lines of MTV News meets CNET meets Bloomberg TV, but with a very different type of programming, approach and subject matter. Right now, we are independent, and we want to continue to grow as much as possible so we can have that independent voice.
 
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Award encourages Prince to "stick to my convictions"

by: Stephanie Horsman
27/07/2021

Prince Albert II has been awarded the 2021 Jane Alexander Global Wildlife Ambassador Award for his continuing dedication to and support of environmental causes, namely the protection and study of seahorses in the Mediterranean.
Prince Albert II has a long history of championing environmental causes, a passion which led him to launch the Prince Albert II of Monaco Foundation in 2006. Since then, he has been involved heavily in wildlife conservation and this year, his contribution to seahorse protection, led by the efforts of the 2021 Indianapolis Prize winner Dr Amanda Vincent, has earned him the Jane Alexander Global Wildlife Ambassador Award.
“Prince Albert II is an inspirational leader at the forefront of protecting the health of earth’s lands and waters, the variety of its plants and animals, and the development of renewable energies,” said Jane Alexander. “It is a great honour to welcome him as the recipient of the Global Wildlife Ambassador Award for 2021.”

Prince Albert II at the Oceanographic Museum established by Prince Albert I

Prince Albert II has led the charge for the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) in Monaco on behalf of seahorses, which are native to the waters off Monaco and are good indicators of general sea health. Since 1978, Monaco has been involved with CITES, providing funding to support the preservation and protection of wild seahorse populations in the region.
In November 2020, Monaco also became the official proponent of a new International Union for Conservation of Nature’s Resolution focused on conservation of seahorses, pipefish and sea dragons, which directs 1,450 organisations to take action.
The Prince’s commitment to nature has led him, through his foundation, to open 10 foreign branches funding nearly 700 projects totalling €84 million.
Prince Albert II of Monaco has welcomed the award as encouragement to continue on his environmental path

Recipients of the Global Wildlife Ambassador Award have been deemed crucial in helping raise awareness about threatened and endangered species and habitats by using their positions and skills to alert policymakers, businesspeople and the public of the situations. Former winners include Sigourney Weaver for her work with gorillas and Harrison Ford for his nature protection efforts.
“I am extremely honoured to be receiving such an important award, a truly significant one in the field of animal conservation,” said Prince Albert. “Please allow me to take this award as an additional encouragement to pursue my action and to stick to my convictions. It will help me keep on my commitments and my contributions to the preservation of the oceans, the conservation of coral reefs and marine protected areas, and strive to protect endangered marine species.”
Award by Artist Zheng Lu

The Prince will be honoured at a black-tie event on 25th September at the Indianapolis Prize Gala presented by Cummins, held in the American city which gives the prize its name. The award was created by Beijing-based artist Zheng Lu and is part of his ‘Water in Dripping’ series, which highlight water’s importance in the natural world as a source of life.
The Prince has also received $250,000 for his Foundation.
 
 
 
Photos provided by the Indianapolis Prize
 
 
 

UNESCO adds Nice to World Heritage List

by: Cassandra Tanti
27/07/2021

The City of Nice has been added to the UN’s prestigious World Heritage List under the label of ‘Winter Resort Town of the Riviera’.
Meeting online in this year’s host city of Fuzhou, China, the UNESCO World Heritage Committee chose Nice on Tuesday 27th July together with a number of new sites for their cultural, historical or scientific significance.
The news came as a huge relief to Mayor of Nice Christian Estrosi, who says he has worked for more than a decade to restore the French Riviera’s largest city to its former glory and obtain World Heritage status.
“Since 2008, we have worked tirelessly to bring to life everything we had forgotten: the beauty of our facades, our buildings, our diverse places of worship, our gardens, our landscapes, our public spaces,” he told Nice Matin. “We have worked to give back to our city what had enabled it to seduce the most prestigious politicians, the most inventive business leaders, the most daring artists from all over for nearly two centuries.”


A World Heritage Site is a place that is listed by the United Nations Educational, Scientific and Cultural Organisation (UNESCO) as having special cultural or physical significance.
The city of Nice has a long history of tourism, both in summer and winter.
The natural environment and its mild Mediterranean climate came to the attention of the English upper classes in the second half of the 18th century, when an increasing number of aristocratic families took to spending their winters there. In 1931, the city’s main seaside promenade, the Promenade des Anglais, was inaugurated by Prince Arthur, Duke of Connaught, and was visited by the likes of Queen Victoria and her son Edward VII, who spent winters there, and Nice-born Henry Cavendish, who discovered hydrogen.
The city has also been a drawcard for notable painters including Marc Chagall, Henri Matisse, and Niki de Saint Phalle. Their work is commemorated in many of the city’s museums, including Musée Marc Chagall, Musée Matisse and Musée des Beaux-Arts.
Nice also has a rich architectural heritage. During the Savoyard period, several palaces and mansions were built, as well as churches in the Baroque style. During the Belle Époque, the city was enriched with numerous villas and hotels, including the famous Negresco Hotel.
Mayor Estrosi says the World Heritage classification has given him more confidence to push forward with having Nice chosen as the European Capital of Culture 2028.