The Changing Cote d'Azur

The South of France known as the playground of the rich and famous, is steeped in history of Roman remains and modernist works of art. Discovered in the 1900s and inhabited by artists who took inspiration from the marvellous scenery and land formation that presented them, outstanding masterpieces were created. 

Raoul Dufy, 1928

During the early 1900s prestigious properties were created such as the Eden Roc in Cap d’Antibes and the Carlton in Cannes. Luxury villas were developed displaying belle-époque elegance and the French Riviera was setting up ready for the launch of its tourism industry.

Once the artistry had been seen by the world’s most affluent, they were eager to view the pristine coast for themselves. Flocking to the shores were the Fitzgerald socialites with their extravagant expectations and lavish lifestyles the high wealth tourism industry of the South of France was born.

The French Riviera became a desirable destination a mythical paradise for only the affluent to enjoy, and with an aspirational setting comes film. The film industry heard of the wonders, the prestigious backdrop where one can view the snow-capped mountains greeting the sea from Cap d’Antibes or the untouched flora and fauna of Cap Ferrat. 

By 1946 the Cannes Film Festival arrived which brought a whole new celebrity feel to the South of France and it was around this time the coast became known as the Cote d’Azur (Golden Coast) – a timeless tourist masterpiece showcasing glamour, wealth and celebrity living. By the 1950s soon to be iconic films displaying the South of France to the world were released such as God Created Woman starring Bridgitte Bardot in St Tropez.

The iconic coastline has not changed too much in style but has remained a timeless destination of the rich and famous, yachts can be seen lining the ports and glitz and glamour can be seen by the designer apparel draped around the chic ladies.

Here at Elegant Address we are passionate about this fabulous part of the world and truly believe in the French Riviera which is expressed in our bespoke service provided by our Specialist South of France consultants. As regular visitors to the Cote d’Azur we visit our properties ensuring they meet the required standard to be displayed within our public and private portfolios. We are extremely proud of our vast property portfolio and encourage anyone with an interest in renting or buying Luxury properties in the South of France to contact us directly so we can assist you in your search for the perfect property.