The big return of the Negresco

Experiences

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He is the most unclassifiable of the 5 stars in France and the only independent with 100% French capital. But its famous pink dome and Belle Époque facade suffered from the image of a dusty palace. With the arrival of its new director Lionel Servant in 2019, the sleeping beauty is reborn, capitalizing on her legend.

The Auvergnat Lionel Servant wanted to become a hotelier as a teenager: "My uncle gave me a book about the grand hotels of France, and that's where I first saw the Negresco. It captivated me—its beauty, its luxury, the stars who stayed there. I could already picture myself there, and that’s why I decided to attend a hotel management school." This dream has now become a reality. After a stint with the Barrière Group and heading the Southern region of Radisson hotels, he took over the management of the Negresco in 2019 with a clear strategy: to restore the Negresco to the level it deserved—to position it as a luxury and ultra-luxury establishment on the French Riviera. "It needed a facelift, but it also needed to be reopened to the people of Nice, no longer left in its own world."

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Lionel Servant, the management team, and the board of directors have undertaken renovations, investing several million euros: all 102 rooms and 26 suites of the hotel will be entirely renovated in a unique artistic style by next winter. A 700-square-meter spa with an indoor pool and a private beach have been created. The pristine facade, entrance, and historic dome will be restored while preserving the soul of the hotel, the timeless postcard of Nice. "Four allegorical statues representing the world of arts will return to the entrance of the hotel, recreated in bronze. They were there at its inauguration in 1913, and it is important to pay tribute to the legend of the Negresco, built by Henri Negrescu and later by Madame Jeanne Augier." In other words, to restore the Negresco's prestige, it's a step back to the future.‍

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The Creation of a Myth‍

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Founded in 1913 by Henri Negrescu, a Romanian Gypsy violinist turned maître d'hôtel who dreamed of giving Nice its most beautiful palace, the Negresco came to life thanks to investors De Dion-Bouton and Darracq. Its "Ritz" style was crafted by the star architect of the time, Edouard-Jean Niermans: a white facade, a pink dome shaped like the breast of Negrescu's mistress, a Louis XVI hall, a glass roof adorned with a Baccarat chandelier with 16,800 crystals... The image was regal, attracting seven crowned heads to its inauguration! The Negresco instantly became the favorite spot of the global jet set: Grace Kelly, Liz Taylor, later Michael Jackson, and Louis Armstrong. It was at the Negresco that the idea for the American jazzman's global hit, the cover of "C'est si bon," was born during a jam session at the first Nice Jazz Festival, where Suzy Delair performed the original version.

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After being transformed into a military hospital during World War I, and then occupied by the Germans and later the Americans during the Second World War, the hotel was purchased in 1957 by Breton Jean-Baptiste Mesnage, who chose it because it had a large elevator suitable for his disabled wife's wheelchair. He entrusted the hotel to his daughter Jeanne and her husband, lawyer Paul Augier. It was Jeanne, an art enthusiast, who restored the Negresco to its former glory and transformed it into a true hotel-museum, decorating it with 6,000 works and objects ranging from classical to contemporary art, from Niki de Saint Phalle to portraits of Louis XIV, including pieces by Vasarely and Sosno. Thanks to the strong character of its owner, the hotel always remained French. Jeanne Augier refused all buyout offers, including a substantial one from Bill Gates. Without an heir, and since her death in 2019, the hotel now belongs to a charitable foundation.‍

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2024. In just one year, three new five-star hotels have opened in Nice: L'Anantara Plaza, L'Hôtel du Couvent, and Le Victoria. This doesn't faze Lionel Servant, who is pleased with the news: "We were somewhat alone in positioning Nice on the luxury destination map. The arrival of these hotels contributes to our personal development. It will generate attractiveness and lead to the creation of new luxury boutiques. However, the symbol of Nice—that’s us." But to regain its former glory, which once positioned the Negresco at the pinnacle, differentiation is key. "Today, wellness is one of the top three priorities for global tourism. The construction of the Negresco Spa, N Le Spa, was therefore essential. However, we wanted it to be unlike any other. It is artistic, eccentric, and French. Around thirty art pieces adorn the space, the treatments use eight French brands, and immersive yoga classes with images and sounds generated by artificial intelligence allow for exceptional relaxation. The Michelin-starred MOF Chef of the Negresco, Virginie Basselot, also offers her creations there. Additionally, all our bar and dining areas have been redesigned: the contemporary brasserie La Rotonde, a gateway to gastronomy, the sumptuous Michelin-starred Le Chantecler, and we have purchased and created N La Plage on the Promenade des Anglais. A true grand-century French garden of 2,000 m², the beach offers exceptional service, private cabanas, and a surf-and-turf menu featuring items like freshly sliced fish, local catches, aged meats, and Lobster Rolls by Homer Lobster."

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At the peak of the Negresco's revival, the famous pink dome on the 6th floor, where Jeanne Augier once resided, will soon be open to guests. The apartments will be transformed into a 400-square-meter suite with a 200-square-meter terrace, set to open in April 2025. Named the Jeanne Suite, it will be decorated in a Versailles style, so dear to the iconic "Madame." The immense chandelier in the dome will be preserved, along with the felt ceilings, marquetry, wood paneling, and fireplace. Inside, three bedrooms, a kitchen with a private chef, and a spectacular view of the bay will reinforce the hotel's unique character. Since Lionel Servant took over, the hotel's revenue has increased by 20% each year. In 2023, it reached a record €35 million, and celebrities have returned: Julia Roberts, Kylie Jenner, and more recently, Isabelle Adjani, who described N La Plage as her favorite beach, calling it, "an oasis of greenery by the water." There’s no doubt that the Negresco saga has many beautiful days ahead...

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