Chronicle of a Reinvention: Behind the Scenes of the Reopening
In May 2018, the iconic Hotel Martinez reopened its doors after 18 months of construction, including a 4-month complete closure. This project represented a true renaissance for this historic hotel, which has been in service since 1929. With a new positioning, new image, and new brand alignment, guests were delighted to discover a fully reinvented Martinez.
"It is not a renovation, it is a metamorphosis"
With a team in place for years (some employees have been there for 35 years), a history spanning nearly a century, and a reputation that needs no introduction, one might have expected the renovation of the Hotel Martinez to be a simple refresh.
Yet, it was a completely reinvented Martinez that opened its doors in May 2018. Far from a basic redecoration, the hotel's image and positioning were entirely rethought.
This was a long-term project led by Alessandro Cresta, General Manager of the Hotel Martinez from 2016 to 2019. The hotel underwent a rigorous audit, a deep introspection to define its DNA, its soul, and to differentiate it from the fierce competition in Cannes.
The result? 'An iconic hotel, chic yet relaxed, open to nature,' explains Alessandro Cresta.
Between tradition and modernity, the Martinez remains true to its roots, which have always been colored by a touch of avant-gardism. Alessandro Cresta explains: 'The Martinez was a pioneering, avant-garde hotel, one of the first where women wore bikinis on the beach in the 1930s. It was also one of the first in the region to remain open year-round: back then, people didn't visit Cannes in the summer, they came in the winter. And the Martinez broke those codes.'
Today, the hotel intends to keep this slightly unconventional spirit: 'At the Martinez, guests are very relaxed. There is no need to wear a jacket to dine, except at the two-star gourmet restaurant La Palme d'Or.'
To elevate its new identity, the hotel joined 'The Unbound Collection by Hyatt' brand, created in 2016. 'Unbound means, by definition, unclassifiable,' says Alessandro Cresta. 'In the Unbound Collection, there are no rigid standards, which allows a certain freedom.'
By October 2018, The Unbound Collection by Hyatt already counted 13 hotels, including two in France (the Martinez and the Hôtel du Louvre) and 8 in North America. And the brand shows no signs of stopping there...
Alessandro Cresta insists: 'It is not a renovation, it is a metamorphosis.' Only the concrete and load-bearing walls remain from the old Martinez. The number of rooms also remains unchanged. Everything else is brand new. A budget of 150 million Euros was dedicated to this large-scale project.
Renowned interior designer Pierre-Yves Rochon signed the decor. Interestingly, this project brought back old memories: Rochon had designed the decor for La Palme d'Or, the hotel's iconic restaurant, at the very start of his career. 'Pierre-Yves Rochon came with a project that won everyone over,' says Alessandro Cresta. 'He kept the Art Deco spirit and completely rethought it. He modernized the codes and the colors.'
In bright tones of white, blue, and yellow that recall the Mediterranean, the hotel now displays a retro, 1930s style, combined with a sophisticated dose of modern technology.
'Freedom to be extraordinary' is the brand promise of this Martinez 2.0. The goal: to make an impression and leave an unforgettable memory.
To achieve this, the hotel has several key assets: 'Le Jardin,' a new outdoor space opening onto the Croisette, a new private beach revealed in spring 2019, and the signature 'human capital' of the Martinez. 'When guests arrive, the bellman greets them by name. The bartenders know all the guests, including the celebrities. If you want to meet a celebrity, ask the bartenders: they have their phone numbers,' laughs Alessandro Cresta. 'All these small experiences, put together, create a memorable stay.'
Unsurprisingly, La Palme d'Or, the iconic two-Michelin-starred restaurant of the Martinez 2.0, remains unchanged. But the resemblance to the old Martinez ends there. The rest of the dining options have been completely redesigned around three new spaces:
• Version Originale. The menu draws inspiration from culinary traditions around the world, revisited with local and Mediterranean products.
• Le Jardin du Martinez. With its paved terrace and central fountain, this space evokes a Provençal village square planted with cork oaks, where palm trees create the postcard image of the Côte d'Azur, and pomelos, myrtle, lemon trees, and aromatic herbs scent the air. Le Jardin shares the menu of Version Originale.
• The Martinez Bar. Here, bartenders dressed in blue corduroy, wearing boat shoes and scarves, serve bold cocktails.
The Martinez designed these three new venues to be experiential: a gin cart, a champagne wheelbarrow, and outdoor tavern evenings add a lively and relaxed touch to the culinary experience.
There are effectively two Martinez: the summer Martinez and the winter Martinez.
'One of the foundations of the Martinez is also the diversity of our clientele,' emphasizes Alessandro Cresta.
In summer, the hotel welcomes high-end leisure travelers. During the low season, conferences and seminars keep it bustling. The hotel features 2,500 square meters of facilities dedicated to meetings and events (MICE), with 15 flexible meeting rooms.
The strength of the Martinez therefore also lies in its adaptability: 'Between the expectations of a leisure clientele, which are highly refined, and the demands of a conference clientele, who seek speed and efficiency, the hotel's teams must know how to adapt very quickly.'
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