Born different: the Art Deco gamble that redesigned the Croisette

Inaugurated in 1929 on the Croisette, the Hôtel Martinez was born at a pivotal moment for Cannes, then undergoing a period of rapid transformation. The project was conceived by Emmanuel Martinez, an entrepreneur of Italian origin, who envisioned an establishment capable of supporting the city's growing tourism and international appeal. To bring his vision to life, he commissioned the architect Charles Palmero, who designed a building firmly rooted in its era: Art Deco.

In contrast to older luxury hotels, marked by classical or neo-Renaissance inspiration, the Martinez asserts a different, almost radical, aesthetic. Clean lines, a white façade, continuous balconies, and deliberate symmetry all contribute to creating a modern, luminous silhouette facing the sea. This architecture is not merely an aesthetic choice. It embodies a shift in the way luxury is conceived: less rigid, more open, and more connected to movement, travel, and the modernity of the 1920s.

This positioning quickly attracted a new clientele. Less aristocratic than that of the early Riviera, it was also more international and diverse: entrepreneurs, artists, and figures from the world of entertainment. The Martinez thus captured the energy of an era in which elites were being redefined, between the nascent entertainment industry and global travel.

From its opening, the hotel did not seek to integrate into an existing landscape: it imposed a style, a look, a vision. In doing so, it laid the foundations for what would make it unique: to be both a place and a signature.

1939: Cannes and the Martinez, backdrop to a free cinema

With the rise of Cannes film festivalThe Martinez gradually established itself as one of its epicenters. Created in 1939 in a tense political climate, the Festival responded to a specific desire: to offer an alternative to the Venice Film Festival, then being manipulated by fascist regimes, and to champion a cinema founded on creative freedom and international openness. Cannes was chosen for its setting, of course, but also for its capacity to host events—its luxury hotels, including the Martinez, proved decisive in this initial choice.

In this context, the hotel quickly became a preferred base for film crews, journalists, and film personalities. For several decades, it notably hosted the official jury dinner, a strategic and symbolic event where jurors and organizers met on the sidelines of the screenings, helping to make the venue a central hub of the Festival's activities.

But the Martinez's role quickly transcends that of mere accommodation. Its beachfront location, just minutes from the Palais des Festivals, and its instantly recognizable Art Deco aesthetic make it a natural backdrop, widely featured in media images. Its white façade, clean lines, and private beach contribute to shaping a visual representation of Cannes, a blend of cinema, elegance, and the Art de vivre.

Gradually, the Martinez became an image in itself: that of French glamour, captured and disseminated far beyond the Croisette.

Modernizing a myth, without altering its signature

At the Martinez, time doesn't just pass; it demands transformation. Since its opening in 1929, the hotel has spanned nearly a century without ever becoming a museum. But like the other luxury hotels on the Croisette, it must reinvent itself to remain relevant while preserving its unique character. This ability to adapt has become one of the cornerstones of its identity.

The renovation of the Martinez, initiated in 2017 for a reopening in 2018, marks a decisive turning point. Entrusted to the architect and designer Pierre-Yves Rochon, it aims to reinterpret the Art Deco heritage of the iconic The hotel, without freezing it in time. The original lines are preserved, but the spaces are redesigned: rooms reworked, living areas made more fluid, and a greater connection to the sea and light. The project does not seek to transform the place, but to modernize it.

French architect Pierre Yves Rochon (Photo by Eric Fougere/VIP Images/Corbis via Getty Images)

This balance addresses a requirement specific to the luxury sector. To remain desirable, a palace hotel must constantly evolve, remaining relevant to its time while preserving a recognizable image and a strong identity. Too much modernity would dilute the soul of the place; too much fidelity would cause it to succumb to nostalgia. The Martinez navigates between these two pitfalls, making respect for its heritage a driving force for renewal.

Today, this strategy is evident in every detail: an untarnished visual identity, but a contemporary experience adapted to current trends. A moving icon—is that the very definition of a Cannes palace?

The Croisette, from the Art de vivre to business: the Martinez model

During Cannes film festivalThe Martinez doesn't just welcome visitors; it functions as a true economic engine, where every space is activated and enhanced. In just a few days, the hotel transforms. The flow of people intensifies, uses overlap, and the entire space becomes a platform where film professionals, media, talent, and brands converge.

This shift also follows a revenue diversification model: while guest rooms remain a core business, they are only part of the equation. Restaurants, private events, bespoke services, and, above all, the private beach become strategic levers. On the beach, every lunch, every meeting, every activity generates both experience and value. The Martinez thus attracts a broader clientele—passengers, partners, guests—well beyond just hotel residents.

In this context, the hotel also becomes a privileged platform for expression for brands and personalities from the world of influence and the creator economyDuring Cannes, these companies take over its spaces to organize launches, cocktail parties, or meetings, benefiting from global visibility concentrated in just a few days. The Martinez then acts as an interface between hospitality and marketing, at the heart of a particularly dense attention economy.

Lena Mahfouf, a regular at the Hotel Martinez during the Cannes Film Festival, seen here during its 79th edition on May 22, 2026 (Photo by Arnold Jerocki/GC Images)

But this model isn't limited to the Festival: throughout the rest of the year, the Martinez extends this approach by cultivating a hybrid offering, combining hotel services, dining, and event hosting. Through increased visibility for its luxury hotels, the Cannes Film Festival reveals the potential of a hotel. iconic, which welcomes and inspires dreams all year round.