1903 Legresle View of the French Riviera (Côte d'Azur)

This striking 1903 chromolithograph panoramic view of the Côte d'Azur or French Riviera was drawn by C. Legresle for the Syndicat d'Initiative in Nice. It represents an early appearance of the term 'Côte d'Azur' on a map or view at a time when the region (through local tourist offices or syndicats d'initiative) was promoting itself as a seaside paradise to the outside world.

A Closer Look

This view covers from Saint-Raphaël and Fréjus in the west to Menton on the Italian border in the east, with interior features (hills, valleys, and mountains, especially the French Alps) in the middle and background. Cities and towns are labeled throughout, while roads, railways (including the coastal, international Marseille - Ventimiglia railway and the Crémaillère, a rack-and-pinion line between La Turbie and Monaco), waterways, and other features are illustrated. Surrounding the view are depictions of local flora, including imported 'exotic' plants such as palm and citrus trees. Promotional text and images appear on the verso, including descriptions and travel information for the area's major destinations (Nice, Cannes, Monte Carlo, and several alpine valleys). The British influence on the region, reflecting their prominence among tourists, can be seen with 'Colf Club' west of Cannes on the recto and the advertisement for the Grand Hotel d'Angleterre on the verso.

Promote the Côte

This view reflects the early phase of the branding or rebranding of the French Riviera in the early 20th century. Neither 'Côte d'Azur' nor 'Riviera Française' (riviera being an Italian word) was a common historical name for the area, which would have been referred to using geographic and cultural terms like Provence or Languedoc. The term 'Côte d'Azur' was first used in 1887 by writer Stéphen Liégeard, who was a native of the Côte-d'Or in northern France. Yet, the term caught on quickly, and in 1902, the Syndicat d'Initiative de Nice changed its name to Syndicat de la Côte d'Azur (both names are used here), further expanding its use throughout the region. Meanwhile, 'French Riviera' became a popular term among English-speaking tourists, who often combined sojourns in France and Monaco with a trip along the neighboring Italian coastline.

The uncertainty over the region's name reflects an even more basic uncertainty over its exact extent. Its eastern boundary at the Italian border is less controversial, but the western end of the Côte d'Azur has been extended by some definitions as far as Toulon, nearly 50 miles from Saint-Raphaël.

The area had long been known as a beautiful coastal region, but it was only in the late 19th century that it began to emerge as a sought-after destination for tourists, particularly among the European elite. The British were among the first foreigners to flock to the French Riviera, seeking a mild and dry winter climate, which was particularly attractive to convalescents. The expansion of railway networks was also critical, allowing the region to become a magnet for distant tourists (the Gare de Nice-Ville began operating in 1864, providing a connection from Paris). Effective and coordinated promotion, similar to the contemporary 'boosterism' of Southern California, successfully projected an image of the French Riviera as a sun-soaked paradise on earth, complete with beaches and palm trees.

Simultaneously, the Principality of Monaco was undergoing a transformation that would likewise make it an international destination and inspire other nearby cities along the Mediterranean coast. What was a seemingly Medieval vestige led by a chronically indebted absolutist monarchy in the mid-19th century in a matter of decades transformed into a glittering paragon of luxury. Much of the credit goes to Prince Albert I (r. 1889 - 1922), who modernized the microstate's infrastructure, government, and administration and actively sought out artists and intellectuals to reside in the principality. Earlier foundations had been laid by Princess Caroline (1793 - 1879), who struck on the brilliant idea of opening a casino (the Casino de Monte-Carlo) to attract foreign money, which could ameliorate the monarchy's constant state of near-bankruptcy. A public company (Société des Bains de Mer et du Cercle des Etrangers) was founded to operate the casino and adjoining baths, but Monegasques were - and still are - barred from the gaming rooms to prevent the risk of their moral corruption or bankruptcy. (The royal family's own money problems served as a cautionary tale).

Publication History and Census

This view was drawn by C. Legresle, an artist based in Nice whose only other known works are a later, similar view of the Côte d'Azur, along with a map and a curious circular 'plan d'orientation' of Nice (digitized by the Bibliothèque nationale de France). The present view was printed by E. Imbert and Cie for the Syndicat d'Initiative in Nice, and the cover image was drawn by Pierre Comba, another Nice-based artist. Several printings of this brochure appear to have been produced over a number of years with the same view on the recto but somewhat different content on the verso. These have been dated anywhere from 1902 to 1935, but the present example helpfully provides a date on the verso. Regardless of printing, the view remains quite scarce; only an alternate printing (dated c. 1925) is noted in institutional holdings as part of the David Rumsey Historical Map Collection.