Nolinski to debut Riviera outpost near Saint-Tropez in April 2027
Evok Collection’s Nolinski brand will open Nolinski Golfe de Saint-Tropez in Gassin in April 2027, marking the group’s first property outside an urban setting. Positioned on the grounds of the former Mas de Chastelas, the hotel is being developed on a three-hectare plot of landscaped gardens just outside Saint-Tropez, and will offer 55 rooms and suites with terraces, multiple dining venues, leisure facilities and family-focused amenities.
What the property will offer
The new Nolinski is being designed with a Riviera sensibility, emphasising light, clean lines and natural materials while translating the brand’s city-centered aesthetic into a seasonal, seaside context. Planned facilities include a restaurant and bar, a wellness and spa area, two outdoor swimming pools (18 and 33 metres), and sports facilities with tennis and padel courts. The hotel will also feature a dedicated kids’ club and a teen zone, signalling a clear focus on multi-generational stays.
Reservations are scheduled to open in July 2026, giving travel agents and guests time to plan summer bookings for the 2027 season.
Ownership, design and development
The project is being developed by Zaka Investments on behalf of Evok Collection. Both companies are owned by entrepreneur Pierre Bastid. Evok is partnered with Famille C Participations, the investment vehicle of the Courtin-Clarins family, which the operator identifies as a strategic shareholder. Nathan Litera has been tasked with the property’s design, adapting Nolinski’s established design language to a Riviera context.
Evok Collection operates two brands, Nolinski and Brach. Nolinski has previously focused on cities including Paris and Venice, and the Gassin project represents the brand’s first move into a resort environment. The operator has signalled continued international growth across both brands in recent years.
Market context and strategy
The Riviera remains one of Europe’s most tightly contested luxury hospitality markets, driven by summer demand from high-net-worth travellers and international jet-set visitors. For urban luxury brands, expanding into resort locations is a way to capture seasonal spending, broaden their customer base and offer packages for families and groups who seek a full-service experience away from private villas.
Nolinski Golfe de Saint-Tropez appears aimed at balancing tranquillity with social programming. The combination of sizeable outdoor spaces, sports facilities and a wellness offering aligns with broader trends in luxury travel that prioritise health, outdoor leisure and family-friendly services. The inclusion of both a kids’ club and teen zone highlights a deliberate stance toward multi-generational bookings, which can extend length of stay and increase ancillary revenue during peak months.
Implications for the local hospitality scene
Gassin and greater Saint-Tropez already host a spectrum of upscale accommodations, from boutique villas to established luxury hotels. A new 55-room property with sizeable gardens and sport amenities will add capacity while potentially attracting guests who prefer the hotel experience to private villa rentals. The project could also influence local seasonality patterns if Nolinski markets longer-stay packages or shoulder-season programming, though the primary draw is likely the high summer period.
Development on an existing estate, such as the former Mas de Chastelas, also raises questions about environmental and community impact. Evok has indicated a development approach attentive to local craftsmanship and sustainability in its corporate materials; observers will watch how these principles are applied on the ground during construction and operations.
What to watch next
The key milestones before opening include the start of reservations in July 2026 and the ramp-up to the April 2027 launch. Industry watchers will be monitoring booking patterns, price positioning relative to nearby luxury hotels, and how Nolinski positions its programming for both families and traditional Saint-Tropez clientele. The property’s sport and wellness amenities, including padel courts, reflect evolving guest preferences and may set a template for other urban brands expanding into resort markets.
Evok Collection’s move to place a Nolinski property in a Riviera setting highlights a broader shift among luxury operators looking to diversify portfolios beyond cities, while maintaining a curated brand identity. For travellers, the new hotel will offer an additional choice on the doorstep of one of France’s most recognisable summer destinations.