Luxury hospitality has long been defined by exceptional design, award-winning restaurants and impeccable service. Today, however, the idea of luxury is evolving. Modern travellers are looking for more than a beautiful room or a memorable meal; they seek meaningful experiences that connect them with the destination and its culture.
This is the philosophy behind Evok Collection, a hospitality group that is redefining the guest experience by transforming its hotels into vibrant cultural destinations. Here, hospitality goes beyond accommodation, creating spaces where fashion, literature, cinema and the arts come together under one roof.
Across its properties, guests discover more than striking architecture and carefully curated interiors. Art exhibitions, creative collaborations, cultural partnerships and inspiring events are woven into the guest experience, alongside a series of annual awards that have become an integral part of the group’s identity and its commitment to supporting contemporary creativity.
Together, these three cultural initiatives celebrate different creative disciplines while sharing one common purpose: investing in people, talent and artistic expression as an essential part of modern hospitality.
A Platform for the Next Generation of Fashion Designers
At Nolinski Paris, one of Evok Collection’s iconic properties, fashion takes centre stage through the Evok Collection × Nolinski Paris Fashion Prize. Organised in partnership with Atelier Chardon Savard, the competition provides emerging designers with the opportunity to showcase their talent before a distinguished jury of leading figures from the worlds of fashion, art and design.
Now in its third edition, this year’s competition was built around the theme “The Nolinski Traveller.” Participants transformed a simple white fabric into original creations inspired by travel and the distinctive art of living that defines the Nolinski brand. Beyond recognising the winners, the prize offers young designers valuable exposure, meaningful industry connections and an important step towards launching their professional careers.
Literature as a Journey of Self-Discovery
Celebrating its seventh edition, the Evok Collection Literary Prize honours outstanding French-language literature distinguished by exceptional writing, originality and compelling storytelling. Each year, the prize explores a different human theme, encouraging stories that inspire reflection and emotional connection.
The 2026 edition focused on adventure, escape and life’s journeys, themes reflected in the winning novel, Une femme sur le toit (A Woman on the Roof) by Moroccan author Souad Benkirane. The novel follows a woman who chooses freedom despite the hardships it brings before embarking on an emotional search for the daughter she was forced to give up years earlier. Through its exploration of freedom, dignity, motherhood and self-discovery, the story perfectly reflects the values the Literary Prize seeks to celebrate.
Celebrating the People Behind the Camera
At Brach Paris, one of Evok Collection’s iconic hotels, cinema takes centre stage through the Evok Collection × Brach Cinema Prize. Returning for its third edition in October 2026, the annual event has established itself as a celebration of French cinema and the talented individuals who bring stories to life both on and behind the screen.
While the prize recognises categories such as Best Film, Best Actress, Best Actor and Best Emerging Talent, it also shines a spotlight on the professionals whose work often goes unseen, including make-up artists, hairstylists, poster designers and film trailer creators. By recognising every creative contribution, the prize highlights that great cinema is the result of collective talent, not only the performers on screen.
More Than a Stay… A Cultural Experience
These initiatives reflect a wider transformation taking place across the hospitality industry. Hotels are no longer simply places to stay; they are becoming spaces for inspiration, creativity and cultural exchange, bringing guests together with artists, writers, designers and filmmakers in ways that extend far beyond traditional travel.
For Evok Collection, culture is not an added feature but a defining part of its identity. Through its continued investment in fashion, literature and cinema, the group is creating a cultural ecosystem where every hotel becomes a place of creativity, every stay offers the opportunity to discover something new, and every visit leaves guests with memories that last long after they have returned home.
This philosophy is reflected across every Evok Collection property, each with its own distinctive identity. From the contemporary elegance of Nolinski Paris and the timeless charm of Nolinski Venezia to the vibrant lifestyle of Brach Paris and Brach Madrid, every destination is designed to celebrate culture, creativity and the art of living. As Evok Collection continues its international expansion with the upcoming openings of Nolinski Saint-Tropez, the first Nolinski resort, and Brach Rome, the group remains committed to creating hotels that are as inspiring as the destinations they call home.