LVMH Expands its Event and Property Portfolio with Acquisition of Cannes Estate

2024 most certainly concludes with significant news in the local luxury real estate market: LVMH, the French luxury powerhouse led by Bernard Arnault, made a remarkable acquisition. This time, instead of adding an exclusive fashion house or jewelry brand to its portfolio, the multinational purchased a stunning €46.5 million villa in Cannes.

The magnificent property is poised to serve as a hub for high-end events and experiential branding—a fitting purpose for such an acquisition. Luxury brands often collaborate with companies like Experience The French Riviera to secure premium rental properties for events ranging from fashion shows and charity galas to exclusive dinners for their most valued clients.

LVMH, the French luxury conglomerate, has purchased Villa Bagatelle, a historic property in Cannes, for around €46.5 million, Bloomberg reports. The sale, reportedly finalized in April, was facilitated by Magrey & Sons, one of our trusted partners.

Built in 1928, Villa Bagatelle is a masterpiece of Art Deco design, featuring 12 bedrooms, three swimming pools—two outdoor and one indoor—and sprawling terraced gardens with breathtaking views of the Mediterranean. LVMH, the luxury powerhouse behind brands like Louis Vuitton, Christian Dior, and Moët & Chandon, plans to use the property to host exclusive events during Cannes’ flagship festivals, such as Cannes Lions and the iconic Film Festival.

Additionally, the villa will be available for rental during the summer, when the French Riviera attracts affluent global travelers.

Cannes offers an unparalleled setting for high-profile marketing opportunities thanks to its reputation for hosting sophisticated, large-scale events. The city’s prestigious neighborhoods, including La Californie and Super Cannes, are renowned for their mix of modern and Belle-Époque properties, solidifying Cannes as a hotspot for luxury real estate.

LVMH’s acquisition underscores a growing trend among luxury and fashion brands to invest in real estate for experiential marketing. In 2023 alone, the company spent €2.45 billion on global real estate acquisitions, focusing primarily on retail spaces but also expanding into premium residential and hospitality properties. Other companies involved in the tech and pharmaceutical world have also been investing in luxury real estate since the Covid19 restrictions were lifted.

This move also aligns with LVMH’s broader foray into entertainment, announced earlier this year, which aims to amplify brand visibility through premium film, television, and audio production initiatives.

NEO VogelART Lab

The French Riviera has long been synonymous with artistic expression, boasting a plethora of galleries dotting its scenic coastline. But one gallery in Nice is redefining expectations and reshaping the way we experience art and culture.

In autumn 2022, VogelART Edition—a distinguished German publisher renowned for contemporary art editions—unveiled a pop-up exhibition at Le Dojo near the port of Nice. The event was an unqualified success, sparking two more extraordinary pop-ups in 2023. These triumphs planted the seed for something even more ambitious: the creation of a permanent cultural destination.

By the end of 2023, this vision took shape as NEO, a 300-square-meter industrial loft located in a former workshop near the port. The space’s name, “NEO,” is a nod to its neon-lit heritage and symbolizes a fresh beginning as a vibrant hub for contemporary art and culture. With its industrial chic design and expansive layout, NEO exudes the modern charm of a New York-style gallery while maintaining an inviting and inclusive atmosphere.

A Collaborative Vision

NEO is the brainchild of Sebastian and Simon Vogel, founders of VogelART, who bring their expertise in advertising, communication, and a profound passion for art, design, and culture. Established in Munich in 2016, VogelART has a storied history of fostering creative expression, and the Vogels themselves split their time between Munich and Nice.

Partnering with them is Luc Clément, a prominent figure in Nice’s cultural scene. As deputy editor of Marie Claire and Marie Claire Maison Sud, founder of the independent media company Sudnly, and co-founder of the art and society magazine Switch (on Paper), Clément’s creative expertise spans art, media, and communication. Since 2003, he has also helmed Le Dojo, a contemporary art space in Nice. Together, this dynamic trio has leveraged their collective networks and insights to make NEO a reality.

A Transformative Experience

Walking into NEO is like entering a new world. Each exhibit offers a distinct narrative, showcasing diverse artistic visions brought to life in this adaptable and inspiring space. The building, once home to neon sign and billboard craftsmen, retains its industrial soul, blending historical character with contemporary flair.

 

NEO’s mission transcends its role as a gallery. It aspires to enrich Nice’s cultural fabric by hosting a variety of events, from art exhibitions and installations to collaborative workshops and dialogues. These efforts create a platform where artists, designers, and audiences converge, fostering connections and pushing creative boundaries.

Visit NEO

Situated just steps from the bustling Port of Nice, NEO is a beacon for art enthusiasts and cultural explorers alike. Whether you’re seeking inspiration or simply looking to immerse yourself in innovative art and design, NEO promises a transformative experience.

 

So, the next time you find yourself near the port of Nice, step into the dynamic world of NEO - art & culture lab x VogelART. Discover the fusion of history, creativity, and community that makes it a cornerstone of Nice’s cultural renaissance.

All photos courtesy of NEO VogelART Lab

Holiday Magic: Christmas Markets in the Côte d’Azur and Monaco

 

The Christmas markets in the Côte d'Azur bring a festive charm to the Mediterranean coast, blending Provençal traditions with holiday cheer.

From Saint Tropez to Menton, these markets sparkle with illuminated chalets offering handcrafted gifts, gourmet treats, and regional specialties like socca and nougat. At some locations, visitors can enjoy ice-skating rinks, live music, and Santa's grottos against the backdrop of the glittering sea.

Each market, whether nestled in historic town squares or along palm-lined promenades, exudes a unique blend of coastal elegance and holiday magic, making it a delightful destination for the season.

Saint Tropez

Location: Place des Lices

Dates: December 7, 2024 to January 5, 2025

A variety of seaside chalets at the port showcase gifts, food, and unique services, accompanied by visits from Santa and dazzling fireworks.

Cannes

Location: Allées de la Liberté and Cours Félix Faure

Dates: November 30, 2024 to January 5, 2025

Cannes blends glamour with festive cheer through its charming chalets offering gifts, gourmet treats, and free entertainment, including concerts and children's shows. Highlights like the ice rink, Santa’s chalet, and the Grand Parade—complete with light fairies and elves—add a magical touch to the holiday season.

Antibes

Location: Esplanade des Pêcheurs and Pinède Gould

Dates: November 30, 2024 to January 5, 2025

Set against the backdrop of the sea, Antibes features a traditional market with wooden chalets, an educational farm, and an ice rink. Adding a cultural flair to the celebrations, a musical show inspired by The Mysterious Cities of Gold will be performed at the Anthéa Theater on December 14.

Mougins

Location: City center

Dates: December 1, 2024 and January 5, 2025

Calling all food lovers! Mougins celebrates the holiday season with a focus on gastronomy, featuring a Christmas log competition and a festive market (December 13-15) showcasing creations from local artisans and producers. An ice rink, live concerts, and Santa’s house ensure fun for all ages.

Nice

Location: Jardin Albert 1er and Place Masséna

Dates: November 28, 2024 to January 1, 2025

The Nice Christmas Market, one of the largest in the region, features 60 chalets offering artisanal products, festive decorations, and culinary delights like churros and socca. A dedicated dining area invites visitors to savor mulled wine or pancakes while enjoying the enchanting holiday lights. Children's activities and a Ferris wheel further enhance the festive experience.

Monaco

Location: Port Hercule

Dates: December 6, 2024 to January 7, 2025

Monaco transforms its port into an elegant Christmas village overlooking the sea. Wooden chalets feature high-end goods, handcrafted jewelry, and international culinary delights. The port's ice rink serves as a centerpiece, joined by a Ferris wheel and children’s games. Festive illuminations across the Principality add to the event's enchanting splendor.

Menton

Location: Mail du Bastion

Dates: December 7, 2024 to January 5, 2025

The Menton Christmas Market features 35 charming chalets, along with an ice rink, amusement rides, festive entertainment, and Santa visits throughout the holiday season.


Other, smaller locations in the region also contribute to the holiday spirit so no matter where you visit you are sure to experience Christmas French Riviera style.

Increased Train Service to Launch for the Côte d’Azur and Monaco

 

Consider it a Christmas bonus. As mentioned back in September 2024, expanded train services are about to begin in the region starting on December 15th 2024.

 

Much to the relief of locals and undoubtedly tourists, many of whom have faced frustration and stress while trying to catch a train during peak hours—especially during the crowded summer months, when train cars are often packed to capacity.

Starting December 15th, TER trains on the Nice-Ventimiglia line will operate every 15 minutes between 6 AM and 10 PM. This enhancement, highlighted by the PACA Region in a recent interview, stems largely from the introduction of competition in the TER network. It is further supported by SNCF's reliability commitments to the regional authorities, promising even greater improvements.

 

With the introduction of competition in the TER network, the South Region and SNCF Voyageurs Sud Azur are advancing efforts to enhance and modernize regional transportation. Starting December 15, travelers along the Riviera will enjoy modern, comfortable trains running every 15 minutes between 6 AM and 10 PM on the Les Arcs–St Raphaël–Cannes–Antibes–Nice, Grasse–Cannes, and Nice–Ventimiglia lines.

The schedule changes introduced on December 15 do not require new trains. However, to accommodate the ongoing rise in passenger demand on this route, additional trains will be deployed to boost capacity.

 

Since spring 2024, the Region has been renting additional trains to meet demand. By the end of 2027, these rented trains will be replaced by two new high-capacity train sets. Discussions regarding their financing are underway with the Principality of Monaco, which recently announced the purchase of two new TER trains scheduled for delivery by late 2027.

These new trains will enhance the ability to manage the high influx of passengers during peak hours. They will enable the use of reinforced trains, including multiple unit operations, where several connected trains are controlled by a single driver.

 

In August 2024, the TER cancellation rate in the Riviera rail sector dropped significantly to 5.2%, compared to 9.3% in 2023. The South Region, as the organizing authority, has demanded stronger measures from SNCF to further improve service reliability. For 2025, SNCF has pledged to reduce cancellations to 0.25% and achieve 98.5% punctuality. Stricter penalties will be enforced for failing to meet these targets.