our first getaway


It was some of Hollywood’s most iconic names that first woke up the quiet desert of Palm Springs with their vibrant and glamorous presence. Like Marilyn Monroe, Elvis Presley, Bob Hope, Cary Grant, Frank Sinatra, Albert Einstein, Elizabeth Taylor, Steve McQueen, Audrey Hepburn, and the list goes on.

Today, their glory is still all over this special place. Only two hours away from Hollywood, it was the perfect getaway for pure relaxation. Where some purchased hideaway homes, others did romantic rendez-vous.


Part of NACRE campaign was shot inside one of the most famous and authentic houses of Palm Springs, the Albert Frey House II. The architect, Albert Frey, spent years measuring the movement of the sun and the contours of the rocks before he selected the site for his modernist home. At the time it was built, in 1964, it was at the highest elevation of any residence in the city. Nowadays, the house is widely praised as a landmark example of Desert Modernism.


Modernism is one of the most important movement in architecture where it forever changed our relationship with the environment and therefore the way we live. Nature and the man made space was treated as a whole, following the idea of the “Inside-Out” and the “Outside-In”.

Desert Modernism evokes a lifestyle of simple elegance and informality. Modern homes were then imagined around this simplicity; clean lines, glass and natural resources. What makes these houses special is their humbleness to give all spotlight to their dramatic surroundings. Renowned architects around the world were drawn to the desert by chance and opportunity. Until now, there is still no other place that holds more Mid-Century Architecture than Palm Springs.