Emmanuel Sauvage, co-founder of Evok, is returning to the Machefert hotel group where he began his career. His initial focus will be on clarifying the brand identity of the collection, which had become diluted over time. The revitalization efforts will span several locations, including Paris, Saint-Tropez, and Marrakech, with planned renovations and the introduction of new properties. Sauvage’s return signals a strategic shift for Machefert, aiming to re-establish a clear and distinct presence in the hospitality sector. These changes follow prior successes with Brach and Nolinski, indicating a consistent approach to hotel refurbishment and brand definition. The plan involves comprehensive updates to existing hotels alongside the development of new addresses within the Machefert portfolio, ultimately hoping to raise the standard across all locations.