What's Happening?
The Evok Collection has announced the opening of Nolinski Golfe de Saint-Tropez in Gassin, scheduled for April 2027. This marks the first time the Nolinski brand is expanding beyond urban settings, following its presence in Paris and Venice. The new location
will be situated at the former Mas de Chastelas, surrounded by three hectares of landscaped gardens. The project is spearheaded by Zaka Investments on behalf of Evok Collection, with strategic investment from Famille C Participations. Designed by Nathan Litera, the property will feature 55 rooms and suites, dining venues, a wellness club, and recreational facilities, all embodying a Riviera interpretation of the Nolinski design language. The development aims to offer a comprehensive five-star experience, catering to both individual and family guests.
Why It's Important?
The opening of Nolinski Golfe de Saint-Tropez reflects a growing trend in the hospitality industry towards sustainable and stylish travel options. This development is particularly significant as it aligns with the increasing demand from Gen Z and Millennial travelers who prioritize environmental and social considerations in their travel plans. By offering eco-friendly accommodations and a focus on style, the Evok Collection is positioning itself to capture a market segment that values responsible tourism. This move could influence other hospitality brands to adopt similar sustainable practices, potentially reshaping industry standards and consumer expectations.
What's Next?
Reservations for Nolinski Golfe de Saint-Tropez will open in July 2026, ahead of its official launch in April 2027. As the opening date approaches, the Evok Collection is likely to intensify its marketing efforts to attract eco-conscious travelers. The success of this venture could prompt further expansions of the Nolinski brand into other non-urban locations, leveraging the growing interest in sustainable luxury travel. Additionally, the hospitality industry will be watching closely to see how this project performs, as it may set a precedent for future developments in similar markets.
Beyond the Headlines
The introduction of Nolinski Golfe de Saint-Tropez could have broader implications for the local economy and community. By transforming a historic site into a luxury destination, the project may boost tourism and create job opportunities in the region. However, it also raises questions about the environmental impact of such developments and the balance between preserving local heritage and catering to international tourists. The success of this project could encourage other developers to pursue similar ventures, potentially leading to increased competition and innovation in the luxury hospitality sector.
