Monte-Carlo doubles down on coastal luxury with Jacquemus comeback
Jacquemus is back at Monte-Carlo Beach, as Hôtel Hermitage and the Riviera resort’s renewed rooms, bars and beach club sharpen Monaco’s luxury image.
Monte-Carlo Beach is back for the 2026 season with Jacquemus returning in a refreshed aesthetic, and the move lands as part of Monte-Carlo Société des Bains de Mer’s wider push to turn hospitality into a full Riviera fashion stage. The beach club reopened on April 13 and will run through October 11, keeping the spotlight on a property that SBM describes as nearly a century old and operating as a hotel since 1929.
The Jacquemus partnership first arrived in 2025 and immediately altered the visual language of the site, recasting the pier and Pool Café in the brand’s yellow-banana and coconut-milk-and-black stripes. This year’s comeback is less about novelty than reinforcement: Jacquemus now has a store at Monte-Carlo Beach, Avenue Princesse Grâce, in Monaco, and SBM is leaning into the collaboration as a second-season fixture rather than a one-off splash of logo-driven glamour.
That strategy stretches beyond the beach. SBM said on June 9 that its 2025/2026 fiscal year was a new record, and that hotel performance was helped by newly renovated rooms at Hôtel Hermitage Monte-Carlo and Monte-Carlo Bay Hotel & Resort. The company’s 2026 roadmap also includes Gustave, a new bar at Hôtel Hermitage, and La Vigie Zanoni Monte-Carlo at Monte-Carlo Beach, alongside the renovated La Rascasse.
Hôtel Hermitage’s own reset has a sharper fashion-client polish. The hotel’s new chapter includes redesigned Diamond Suites and a bar under Gustave Eiffel’s glass dome, a setting that gives the Belle Époque landmark a more contemporary, salon-like edge without dulling its old-world grandeur. That matters in Monaco, where luxury is sold as much through atmosphere as through inventory.
Monte-Carlo Beach is following the same script. SBM reimagined the Beach Club in 2025 with designer Dorothée Delaye, and that season also brought Maona Monte-Carlo, new padel courts and a Michelin star for Elsa. The result is a hospitality ecosystem where fashion, dining and architecture feed one another: a striped terrace, a gilded dome, a redesigned club, a branded pop-up. On the French Riviera, that is the new language of coastal luxury, and Jacquemus has become one of its clearest signatures.
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