Invest in the French Riviera: Why the Martelly Project Marks a New Era for Grasse
Invest in the French Riviera – In December 2025, Grasse witnessed a rare and symbolic event: a historic crowd gathered to mark the official launch of the ZAC Martelly redevelopment project. After years of delays, redesigns and uncertainty, the laying of the first stone finally confirmed that one of the town’s most ambitious urban projects is no longer theoretical — it is underway.
For Grasse, this moment represents far more than the start of a construction site. Martelly is a statement of intent: a clear signal that the town is investing in its future, revitalising its centre, and redefining what life in Grasse can look like over the next generation.
A Strategic Site at the Heart of Grasse
The ZAC Martelly project covers approximately 1.6 hectares in a highly strategic location, acting as a gateway between the historic old town and surrounding neighbourhoods. Long under-used and fragmented, this area has for years represented both a physical and symbolic disconnect within the city.
The new plan transforms five central blocks into a mixed-use, sustainable urban district, bringing together:
- around 70 new homes
- a cinema
- a 90 room hotel
- new shops and offices, including a supermarket
- redesigned public squares and green spaces
- improved mobility and parking solutions
Rather than expanding outward, Martelly focuses on re-activating the centre, reinforcing Grasse’s urban coherence and encouraging people to live, work and spend time in the heart of town.
More Than Buildings: A Project About Daily Life
Martelly has been conceived not simply as a property development, but as a project of urban life. Its ambitions go beyond construction to address challenges common to many historic towns:
- declining activity in the town centre
- ageing infrastructure
- lack of modern housing
- increased car dependency
- limited cultural and leisure facilities
By combining housing, commerce, culture and public space in one coherent plan, Martelly aims to invest in the French Riviera town and restore vitality, accessibility and social life to the centre of Grasse.
Particular emphasis has been placed on sustainable urban design. The project follows a “Quartier Durable Méditerranéen” approach, integrating green spaces, climate-adapted architecture, responsible water management and energy efficiency. Pedestrian routes, soft mobility, electric bikes and improved public transport connections are central to the plan, reducing reliance on cars while improving quality of life.
A Long Road — And a Smarter Restart
Martelly’s history stretches back more than a decade. Earlier versions of the project were larger, more complex, and ultimately stalled by legal challenges, economic uncertainty and changing priorities.
The current iteration is deliberately more realistic and better adapted to today’s context. It favours renovation over demolition, quality over density, and long-term livability over short-term spectacle. This pragmatic approach has been key to securing broad institutional backing, including support from the City of Grasse, the Pays de Grasse agglomeration, the State, the Région Sud, the Département des Alpes-Maritimes, and partners such as the Banque des Territoires who all agree it is a good idea to invest in the French Riviera.
With an overall investment estimated at over €40 million, Martelly is now firmly anchored as a strategic project for the town.
A Project Built With Its Residents
One of the most significant differences this time has been the emphasis on citizen participation. Through public meetings, workshops and the Maison du Projet Martelly — which has already welcomed more than 1,000 visitors — residents have been invited to shape the project in concrete ways.
Discussions have ranged from public-space design and pedestrian routes to everyday practicalities such as access for families, mobility for older residents, and the use of shared spaces. This collaborative process has helped build trust, reduce resistance, and ensure the project reflects real local needs.
What Martelly Means for Grasse
For residents, Martelly promises tangible improvements:
- new housing opportunities in the town centre
- better shops and services within walking distance
- cultural facilities that encourage evening and year-round activity
- greener, more welcoming public spaces
- improved mobility and connectivity
For the town itself, the impact could be transformative. A revitalised centre strengthens economic resilience, supports local businesses, attracts new residents, and reinforces civic pride. It positions Grasse not just as a historic destination, but as a modern, liveable town with a long-term vision.
As Tim Swannie, Director of Home Hunts and a Grasse resident, explains:
“For years, Grasse has been admired for its heritage and a place to visit for the international perfume museum and beautiful old town, but slightly underestimated as a place to live. The Martelly project will help to change that perception — it’s about making the town centre vibrant, practical and more attractive for everyday life.”
Implications for Property – Invest in the French Riviera
From a property perspective, Martelly is a potential game-changer and shows the need to invest in the French Riviera town. Quality urban renewal projects tend to have a positive ripple effect, improving neighbourhood appeal and stabilising long-term values.
Tim Swannie adds:
“Projects like Martelly are exactly what international and local buyers look for today — a combination of character, infrastructure, sustainability and lifestyle. Grasse offers authenticity, and with this kind of investment, it becomes an increasingly compelling alternative to the coast.”
For buyers seeking space, heritage and value — without sacrificing amenities — Grasse is entering a new phase of attractiveness.
Looking Ahead
Construction will be phased between now and 2029, allowing the town to adapt gradually while limiting disruption. If executed as planned, Martelly will not only reshape a neighbourhood, but help redefine Grasse’s identity for decades to come.
This is not simply a redevelopment. It is a vote of confidence in the future of Grasse — one that balances respect for its past with the realities of modern urban life.
At Home Hunts, we will continue to follow the evolution of Martelly closely, sharing insights into how this landmark project is reshaping the town — and helping clients discover why Grasse’s future has never looked more promising.
Home Hunts are buyer’s agents, we are here to help you invest in the French Riviera or anywhere in France. If you would like to speak to one of the team to discuss your needs or just to have a chat about the market, you can call us on +33 970 44 66 43 or send us a mail to info@home-hunts.com. If you just want to browse through thousands of beautiful French homes, visit our website at www.home-hunts.com keep up to date with our latest news at www.home-hunts.net or follow us on Facebook or Instagram.
