Luxury brands like Jacquemus, Gucci, Dolce & Gabbana, and Dior have set their sights on waterfront locations, leaving a lasting impression. Their approach centers around creating a vibrant summer beach atmosphere and enticing vacationing customers with temporary pop-up stores. We’ll delve into the world of these high-end fashion houses, which have carefully selected the picturesque beaches of the French Riviera to forge deeper connections with consumers and boost their travel retail divisions.
1. Dior in Ramatuelle
Ramatuelle and Saint-Tropez, highly sought-after destinations among affluent travelers, welcome luxury houses each year with captivating pop-up installations. Dior, for instance, has transformed the Shellona Saint-Tropez beach in Ramatuelle. The beach now boasts the distinctive Sauvage Toile de Jouy pattern in an elegant old rose color, appearing on lounge chairs, umbrellas, cushions, and candles. A temporary store has been set up, showcasing Dior’s summer collection, Dioriviera.
2. Jacquemus in Ramatuelle
The summer of 2023 marks Jacquemus’ debut in beachwear. The brand has chosen Ramatuelle, specifically the Pampelonne Beach at Indie Beach, as its beach destination. Reflecting the recently presented design collection, the pieces are embellished with yellow, blue, and white stripes, adorning everything from parasols to lounge chairs. Additionally, a graphic pop-up store highlights summer-ready-to-wear, leather goods, and small accessories.
4. Dolce & Gabbana in Ramatuelle
This summer, Dolce & Gabbana is bringing its Italian flair to various locations across Europe, including Taormina, Marbella, and Capri. At the Casa Amor Saint-Tropez beach club, situated in Ramatuelle, the beach is adorned with the Carretto Siciliano print, featuring on carpets, cushions, and sun protection panels. Dolce & Gabbana has created a bohemian and Sicilian-inspired oasis, where guests can enjoy drinks and meals with their feet in the sand, surrounded by warm Mediterranean colors.
4. Fendi in Marbella
Located in the south of Spain, Marbella is renowned for its luxurious residences, high-end yachts, premium boutiques, and vibrant lifestyle during the summer months. Fendi has chosen this destination to launch its first private beach within the five-star Puente Romano Beach Resort. The beach is adorned with umbrellas, towels, sunbeds, and table decorations, all featuring lifestyle products from Fendi’s Astrology 2023 summer capsule collection and iconic lines. Additionally, Fendi has set up a temporary boutique with a curated selection of items appealing to international clientele.
5. Gucci in Ramatuelle
Taking the reins of the Loulou Ramatuelle restaurant and beach club, Gucci showcases the culinary delights and cocktails of its Florentine Giardino 25 table. The beach is adorned with yellow and white striped parasols, lounge chairs with a central red and blue stripe, as well as cushions and towels. In addition to this Dolce Vita-inspired setting, Gucci has unveiled a dedicated beach and summer lifestyle boutique. Other locations, such as Cannes, Ibiza, Marbella, and Mykonos, are already hosting Gucci pop-ups.
6. Loro Piana in Ramatuelle
Continuing along the sands of Pampelonne, Loro Piana’s aesthetics grace La Réserve à la Plage. The beach area is adorned with the Suitcase Strip striped print, creating a stylish sun-soaked space. The restaurant at the venue also exudes a similar vibe. Loro Piana’s boutique offers products from the 2023 summer collection.
7. Louis Vuitton in Xiamen Island, China
Travel to Huangcuo Beach on Xiamen Island, China, to admire the breathtaking transformation of this beach by Louis Vuitton. The beach features an abundance of monogram designs and a color palette centered around blue and white, with umbrellas, hammocks, and buoys all reflecting the brand’s signature style.
8. Valentino in Italy
The renowned Italian fashion house collaborated with the five-star Palazzo Avino hotel in Italy to revamp its outdoor spaces and beach club. Sun loungers, beach chairs, parasols, and summer accessories have been elegantly infused with Valentino’s iconic red. For the occasion, the brand has also set up a pop-up store within the hotel.
9. Armani in Ramatuelle
Armani has partnered with the Bagatelle Saint-Tropez restaurant and beach club, which have been tastefully decorated this summer with the blue tropical motif from the Mare collection. Alongside branded beach accessories, Armani takes collaboration a step further by offering its Bellini Sbagliatto cocktail on the culinary table’s menu. Other temporary locations worldwide will feature this design as well.
10. Missoni in the Maldives
Since the end of last year and throughout 2023, Missoni has partnered with the luxurious One&Only Reethi Rah hotel in the Maldives. The hotel and beach showcase Missoni’s unique designs, characterized by beautiful blue and green hues. This collaboration ensures the brand’s continuous visibility throughout the year.
