In March 2024, Lucia Cannes opened its doors, quickly establishing itself as a key player on the Croisette, embodying the celebratory spirit and philosophy of the Nikki Beach Hospitality Group.

Lucia Penrod, co-founder of Nikki Beach, emphasized a positive outlook on life during the inauguration, stating, "Wake up in the morning, say your blessing, you are alive and healthy, and make the conscious decision to celebrate life today." This philosophy informs the mission of Lucia Cannes, where creating happiness for others is a core value.

One year later, executive director Coralie Cruzel and marketing coordinator Cécilia Véziès reflect on the challenges and successes of this inaugural year.

Coralie, with 13 years of experience within the group, highlights the journey as "Difficult, intense, but successful." She credits the company culture which values individuals and their contributions.

The identity of Lucia Cannes draws heavily from the core values of Nikki Beach, characterized by joy, vibrant colors, and a celebration of life.

Coralie explains that the aim is to provide patrons with a sense of escapism while maintaining high standards of luxury and service.

One significant challenge faced by the establishment is managing seasonal fluctuations in a city known for its tourist-driven economy.

Coralie noted, "It’s not tourists that sustain us in winter." In response, Lucia Cannes has sought to engage the local community by offering activities such as pottery workshops, yoga sessions, run clubs, Pilates classes, Sunday barbecues, and Pet Friendly Days—initiatives previously unseen within the Nikki Beach framework.

The marketing strategy emphasizes authentic relationship-building.

Cécilia identifies "live marketing" as central to their approach, emphasizing the importance of personal contact.

"Handing someone a gazette is invaluable.

It’s about the interaction, how we connect with individuals," she remarked.

This approach has allowed Lucia Cannes to forge strong relationships with local concierges and boutique directors along the Croisette.

Initially aiming to provide an innovative fusion cuisine, the team quickly adapted their offerings to meet local tastes.

Coralie revealed, "We realized that locals and tourists in Cannes prefer classic dishes." Despite this, signature dishes have emerged, such as pumpkin falafels served with a herbed yogurt sauce, which evolve seasonally.

In addition to culinary experiences, Lucia Cannes has committed to local engagement and support for community initiatives.

Cécilia highlighted efforts such as a cocktail masterclass benefiting the Îles de Lérins, a solidarity soup prepared from pumpkins used in Thanksgiving decor for a women’s shelter, and a charity Christmas tree in partnership with the Rayons de Soleil children’s home.

The success of Lucia Cannes is also attributed to the quality of its team.

Coralie stated, "I am passionate about hospitality and quality work.

I decided to focus on people rather than just skills.

It’s better to hire kind individuals, perhaps younger, who are enthusiastic, rather than highly experienced staff who lack motivation."

The establishment celebrated its first anniversary on March 8, heralding the beginning of a promising journey for this unique concept, with potential plans for expansion to other urban and winter destinations.

This milestone illustrates the strength of the values instilled by Jack and Lucia Penrod, reflected daily by a dedicated team.