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Luxury brands have already begun to roll out their commercial animations for summer 2023, with a resolute focus on the beach. By creating pop-ups on the coast, the brands aim to provide both the ultimate summer pleasure and an immersive experience.
Beaches and resorts, the new playgrounds for luxury brands? Emerging from a period of health crises and limited travel, the luxury tourism industry is forecasting sustained activity for the summer of 2023. And it’s no surprise to find that many luxury pop-up stores feature a seaside theme. However, the 2023 edition has a surprise in store: the beach club concept, which is proving a big hit with brands.
This diversification not only enhances their Art de vivre and Art de la table lines, but also recruits a target audience eager for new experiences. In fact, it’s no longer just a question of selling items from their collections, but also of meeting their customers’ expectations by offering unique experiences.
Between discreet and ostentatious luxury, discover a selection of the best beach pop-ups from luxury brands.
Vilebrequin
Last May, Vilebrequin got a head start by opening one of the first pop-up stores of the summer. The brand seized the opportunity of the inauguration of the Cannes Film Festival and the presence of international celebrities to raise the profile of its private beach in Cannes. The venue, called L’Ondine, includes a beach equipped by the brand, as well as a bar, restaurant and sales area. During the Festival, L’Ondine even hosted Universal studio dinners.
The result is a place designed above all to offer an upscale beach experience. That means it offers all the necessary services, including a beach concierge.
“If we can offer the right service, the right food, fun and the unexpected, then people will spread the word”, believes Roland Helory, Vilebrequin’s CEO. And if the brand is satisfied with its results, it’s not closing the door on extending its beach club concept to other locations in the years to come.
Dior
Maison Dior recently opened a pop-up store at the Beverly Hills Hotel in California, a mythical location associated with the golden age of Hollywood. The Parisian fashion house created a poolhouse reminiscent of a seaside villa. Surfboards, sun loungers, parasols and deckchairs are customized with the pink color and Toile de Jouy pattern characteristic of the Dioriviera collection.
Dior has cleverly seized the opportunity to capitalize on Hollywood glamour, notably by teaming up with various of the House’s renowned muses. But it also highlights French savoir-faire with the unique design of toile de Jouy. Finally, the idea is to offer a high-end experience in a place steeped in history, whose heritage resonates with that of Dior.
Jacquemus
After opening two points of sale in Italy, Simon Porte Jacquemus decided to set up in the south of France, in Ramatuelle, offering both a pop-up store and a beach.
In addition to the pop-up store, the fashion designer has also redecorated the Indie Beach restaurant with deckchairs, parasols and paddle boards featuring yellow and white stripes, the emblematic motif of his first design collection unveiled a few months ago.
Voir cette publication sur Instagram
The brand has been multiplying pop-up stores, like the one in Ramatuelle since September, when it inaugurated its first ephemeral space in Paris, on rue Montaigne. The Jacquemus beach and pop-up store will remain open throughout the summer until October, on rue de Bonne Terrasse in Ramatuelle.
Gucci
Prestigious Italian fashion label Gucci has also set up shop in the south of France, on the beach at the Loulou Ramatuelle restaurant. Gucci adorns the beach with its emblematic graphic elements, placing its logo on all the cushions arranged on the deckchairs, as well as its name prominently displayed on the yellow and white striped parasols.
A pop-up shop is also set up on the beach, allowing visitors to discover pieces from Gucci’s “Summer Stories” collection, as well as items from the capsule collection inspired by Saint-Tropez.
In this way, the Italian fashion house pays tribute to summer destinations and highlights the charm of the seaside through eight of its boutiques.
Loro Piana
Loro Piana celebrates its Summer resort 2023 collection in Pampelonne, near Saint-Tropez, with a special collaboration with La Réserve à la Plage. Located on the Côte d’Azur, La Réserve embodies the outdoor lifestyle characteristic of the prestigious Italian luxury brand. The beach club’s décor has been meticulously designed to reflect Loro Piana’s iconic aesthetic, showcasing the brand’s iconic colors and patterns.
This collaboration goes beyond decorating the beach club, as Loro Piana has also customized the club’s boutique, which will be open throughout the summer season. Inspired by the brand’s flagship concept in Saint-Tropez, the boutique offers an exclusive selection of clothing and accessories from the Summer resort 2023 collection. Customers can purchase pieces such as Flower Ceremony printed ensembles, swimwear, Baseball caps and straw hats.
Fendi
Couture brand Fendi has established its summer presence at Marbella’s Puente Romano Beach Resort. The beach club fuses the Italian House’s recognizable identity with its new Astrology Summer Capsule Collection 2023. Fendi designed all the spaces, furniture and outdoor linen, including umbrellas, deckchairs and towels, as well as table decorations with red and white striped placemats and tableware whose aesthetics refer to the signs of the zodiac.
In addition to the Fendi beach, a pop-up store will be dedicated to key pieces from the new Astrology line, which draws inspiration from the House’s 1990 and 1993 summer archives. The pop-up store will feature a selection of iconic items such as Peekaboo and Baguette bags.
The beach at this prestigious 5-star hotel in Marbella will be decked out in Fendi design from June 13 until the end of September 2023.
Giorgio Armani
The company launched its tour in June with seaside boutiques in Porto Cervo, Saint-Tropez, Puerto Banús and Cannes. Other pop-ups will open in July in Taormina, in the Parisi Woman boutique, in Shanghai’s Plaza 66, in Saint-Tropez at the Bagatelle club (which will be customized for the occasion on July 1 by Giorgio Armani Mare), in Sanya Capella Hotel in China, in Sylt, in Shenzhen Mix City, in Marina Bay Sands in Singapore, in Riviera Zushi Marina and in Mykonos.
The collection aims to offer everything a person needs to enjoy the beach season, whether male or female, and day or night. Of course, there are also swimsuits, as well as beach bags, clutches and matching beach towels, raffia bags and espadrilles.
In addition to the pop-ups, the collection will be available in all Giorgio Armani boutiques worldwide.
Read also >Luxury brands export to chic pop-up stores during the summer vacations
Featured photo : © Gucci[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Luxury brands have already begun to roll out their commercial animations for summer 2023, with a resolute focus on the beach. By creating pop-ups on the coast, the brands aim to provide both the ultimate summer pleasure and an immersive experience.
Beaches and resorts, the new playgrounds for luxury brands? Emerging from a period of health crises and limited travel, the luxury tourism industry is forecasting sustained activity for the summer of 2023. And it’s no surprise to find that many luxury pop-up stores feature a seaside theme. However, the 2023 edition has a surprise in store: the beach club concept, which is proving a big hit with brands.
This diversification not only enhances their Art de vivre and Art de la table lines, but also recruits a target audience eager for new experiences. In fact, it’s no longer just a question of selling items from their collections, but also of meeting their customers’ expectations by offering unique experiences.
Between discreet and ostentatious luxury, discover a selection of the best beach pop-ups from luxury brands.
Vilebrequin
Last May, Vilebrequin got a head start by opening one of the first pop-up stores of the summer. The brand seized the opportunity of the inauguration of the Cannes Film Festival and the presence of international celebrities to raise the profile of its private beach in Cannes. The venue, called L’Ondine, includes a beach equipped by the brand, as well as a bar, restaurant and sales area. During the Festival, L’Ondine even hosted Universal studio dinners.
The result is a place designed above all to offer an upscale beach experience. That means it offers all the necessary services, including a beach concierge.
“If we can offer the right service, the right food, fun and the unexpected, then people will spread the word”, believes Roland Helory, Vilebrequin’s CEO. And if the brand is satisfied with its results, it’s not closing the door on extending its beach club concept to other locations in the years to come.
Dior
Maison Dior recently opened a pop-up store at the Beverly Hills Hotel in California, a mythical location associated with the golden age of Hollywood. The Parisian fashion house created a poolhouse reminiscent of a seaside villa. Surfboards, sun loungers, parasols and deckchairs are customized with the pink color and Toile de Jouy pattern characteristic of the Dioriviera collection.
Dior has cleverly seized the opportunity to capitalize on Hollywood glamour, notably by teaming up with various of the House’s renowned muses. But it also highlights French savoir-faire with the unique design of toile de Jouy. Finally, the idea is to offer a high-end experience in a place steeped in history, whose heritage resonates with that of Dior.
Jacquemus
After opening two points of sale in Italy, Simon Porte Jacquemus decided to set up in the south of France, in Ramatuelle, offering both a pop-up store and a beach.
In addition to the pop-up store, the fashion designer has also redecorated the Indie Beach restaurant with deckchairs, parasols and paddle boards featuring yellow and white stripes, the emblematic motif of his first design collection unveiled a few months ago.
Voir cette publication sur Instagram
The brand has been multiplying pop-up stores, like the one in Ramatuelle since September, when it inaugurated its first ephemeral space in Paris, on rue Montaigne. The Jacquemus beach and pop-up store will remain open throughout the summer until October, on rue de Bonne Terrasse in Ramatuelle.
Gucci
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Luxury brands have already begun to roll out their commercial animations for summer 2023, with a resolute focus on the beach. By creating pop-ups on the coast, the brands aim to provide both the ultimate summer pleasure and an immersive experience.
Beaches and resorts, the new playgrounds for luxury brands? Emerging from a period of health crises and limited travel, the luxury tourism industry is forecasting sustained activity for the summer of 2023. And it’s no surprise to find that many luxury pop-up stores feature a seaside theme. However, the 2023 edition has a surprise in store: the beach club concept, which is proving a big hit with brands.
This diversification not only enhances their Art de vivre and Art de la table lines, but also recruits a target audience eager for new experiences. In fact, it’s no longer just a question of selling items from their collections, but also of meeting their customers’ expectations by offering unique experiences.
Between discreet and ostentatious luxury, discover a selection of the best beach pop-ups from luxury brands.
Vilebrequin
Last May, Vilebrequin got a head start by opening one of the first pop-up stores of the summer. The brand seized the opportunity of the inauguration of the Cannes Film Festival and the presence of international celebrities to raise the profile of its private beach in Cannes. The venue, called L’Ondine, includes a beach equipped by the brand, as well as a bar, restaurant and sales area. During the Festival, L’Ondine even hosted Universal studio dinners.
The result is a place designed above all to offer an upscale beach experience. That means it offers all the necessary services, including a beach concierge.
“If we can offer the right service, the right food, fun and the unexpected, then people will spread the word”, believes Roland Helory, Vilebrequin’s CEO. And if the brand is satisfied with its results, it’s not closing the door on extending its beach club concept to other locations in the years to come.
Dior
Maison Dior recently opened a pop-up store at the Beverly Hills Hotel in California, a mythical location associated with the golden age of Hollywood. The Parisian fashion house created a poolhouse reminiscent of a seaside villa. Surfboards, sun loungers, parasols and deckchairs are customized with the pink color and Toile de Jouy pattern characteristic of the Dioriviera collection.
Dior has cleverly seized the opportunity to capitalize on Hollywood glamour, notably by teaming up with various of the House’s renowned muses. But it also highlights French savoir-faire with the unique design of toile de Jouy. Finally, the idea is to offer a high-end experience in a place steeped in history, whose heritage resonates with that of Dior.
Jacquemus
After opening two points of sale in Italy, Simon Porte Jacquemus decided to set up in the south of France, in Ramatuelle, offering both a pop-up store and a beach.
In addition to the pop-up store, the fashion designer has also redecorated the Indie Beach restaurant with deckchairs, parasols and paddle boards featuring yellow and white stripes, the emblematic motif of his first design collection unveiled a few months ago.
Voir cette publication sur Instagram
The brand has been multiplying pop-up stores, like the one in Ramatuelle since September, when it inaugurated its first ephemeral space in Paris, on rue Montaigne. The Jacquemus beach and pop-up store will remain open throughout the summer until October, on rue de Bonne Terrasse in Ramatuelle.
Gucci
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[/vc_cta][vc_column_text]Featured photo : © Gucci[/vc_column_text][/vc_column][/vc_row]
