List of luxury brands taking over beach clubs this summer.
12 July, 2023
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From time to time, luxury fashion brands have taken over hotels and beach clubs to provide world-class hospitality during the summer season. It has become a phenomenon that the brands are now competing to get their hands on leading clubs. The brands are using these clubs to their own marketing advantage by splashing out their signature styles all over the place.
Palazzo Avino is a luxury hotel in Ravello, near the Amalfi coast. Valentino has a unique blend of its own rich red all over the resort for its 2023 Escape collection. The beach club is filled with branded apparatus and a boutique for the collection.
Giorgio Armani Mare chose to have a seaside pop-up in Porto Cervo for its SS23 collection. The venue was created with dusty blue and light blue shades, and designs of palm trees and tropical leaf patterns on a dusky background.
Additionally, Dior collaborated with Belmond to unveil a world-class wellness spa in Grand Hotel Timeo, one of the Belmond Hotels, Taormina, to celebrate its 150th anniversary. The place displayed the famous Dior toile de Jouy wallpaper with bamboo seats and interiors with brass finishes.
San Domenico Palace in Taormina and Quisisana Grand Hotel in Capri are some of the official takeovers of Dolce & Gabbana. In Taormina, D&G designed the place as a tribute to the craftsmanship and values of Fatto a Mano in Southern Italy. With the views of Faraglioni and Marina Piccola, Quisisana Grand Hotel is combined with the traditional white of maiolica and blue colour.
Puente Romano is the pioneer beach club takeover by Fendi. The resort is known to be one of the leading hotels in the world for its elegance and ringing vacation vibe. The brand sells its new collection in this paradise, accompanied by its monogram in red colour and textiles and interiors with stripes along with cabanas and Bali beds.
Off-White took the chance to visit Casa Jondal, Ibiza this summer for its summer capsule. The decision is supported by the location’s carefree vibe which channels the brand’s modern visions. The resort is branded with summer paraphernalia designed with the resort’s red stitching and “Can’t Wait” graphics from the collection.
Loulou à Ramatuelle housed Burberry last year. This year, Gucci has replenished this place with its dreamscape. The shore-side resort has a pop-up that offers the brand’s new collection, called Gucci Summer Stories, inspired by the joyous mood of fantasy.
Maria Grazia Chiuri has been curating a limited edition summer capsule collection, called Dioriviera. The capsule has been presented in several pop-ups in destinations such as Mykonos and Montenegro. For summer 2023, the pop-up has been chosen to be presented in various places, including Shellona in Saint-Tropez. The spot has been loaded with Dior’s monogram-embellished cushions, parasols, loungers, and deck chairs, combined with the grand sale of the capsule’s summer wardrobe.
Dior and Hotel du Cap-Eden-Roc launched a world-class wellness spa. The place’s décor is inspired by the rocks surrounding the hotel stands along with the famous Dioriviera patterns.
Casa Amor in Saint Tropez is one of the official takeovers of Dolce & Gabbana. Facing the beach of Pampelonne, Casa Amor follows a bohemian style using Carretto print, an edging decoration with multiple colours infused in Sicilian style merged with natural materials.
Jacquemus chose Indie Beach, a private resort in Saint-Tropez, for its first-ever takeover. Southern France is known to be a treasured location of Simon Porte Jacquemus. The brand with citrus 1970s-inspired embellishments for the spot. The place also holds the Été capsule collection of the brand.
As a way of commemorating its recent Summer Resort collection, Loro Piana has taken over La Réserve à La Plage, a relaxing and sophisticated venue in Saint-Tropez. The place pays homage to the brand’s quiet aesthetic. It bears the hues and patterns of the brand, including multiple striped motifs on the beach textiles and at the bar restaurant. There is also a boutique with a recent collection available.
Officine Panerai UK, with Watches of Switzerland Group PLC, set up a beach pop-up in London and hosted a notable evening to commemorate the launch of in-store exclusivity of the brand-new Radiomir Quaranta. The collection will be sold across the stores of Watches of Switzerland. The space had the brand's iconic deep navy blue shade in all the apparatus.
Yalıkavak Marina was the name of the resort that Dior chose to present its Dioriviera Bodrum pop-up. The pop-up was set in the island section of the resort and sold the pieces embedded with Bodrum prints.
Missoni went to One&Only Reethi Rah, a tropical island resort in Maldives, South Asia. The place is dashed with hues of turquoise, and the brand’s knit prints and zigzag patterns. The guests will also find these designs on the buggies, bicycles, paddleboards, and popsicle stands.
As a part of its Dioriviera collection, Dior embellished the One&Only Desaru Coast Resort in Malaysia with the similar designs and patterns used in Shellona, Saint Tropez with a dusky pink background in all the interior and exterior of the resort.
It’s LV’s turn to take a summer trip to China. Louis Vuitton took over Huangcuo Beach on Xiamen Island for The Pool Collection. The whole venue reflects the brand’s luxurious intimate settings. Along with an exquisite pool bar, there is a book kiosk that holds the history and artistic journey of the brand.
Hermès has unveiled its newsstand kiosk at Sky Mountain, a coastal pavilion in the Haikou Bay region to let the viewers explore the brand’s thought-provoking innovations, unlimited creativeness and visionary ideas by reading its bi-annual Le Monde d’Hermès magazine. The pop-up kiosk is painted in the brand’s iconic orange shade. Other activities such as a DJ performance, origami folding and drawing were organised.
The Beverly Hill Hotel, Los Angeles, California is one of the resorts that presents the Dioriviera collection. The poolside of the venue has been changed to Mediterranean style with the same Dior pink and grey patterns. The brand also launched a
Le Jardin des Rêves Dior spa with the same interior designs at the resort.
Cover Image: Dolce & Gabbana Takeover in Taormina, courtesy Dolce & Gabbana Official Website