Beach clubs, private beaches, and hotel pools have become the new playground for luxury brands since COVID, once again attracting the world’s most prestigious labels… as well as those aspiring to this exclusive lifestyle. For brands such as Jacquemus, Lululemon, and Rhode, these summer pop-ups even allow them to establish a new positioning and shape a new narrative by setting up shop in the vacation spots of luxury customers.
Summer is clearly the new peak season for luxury brands.
Since 2022, luxury houses have understood the value ofinvesting in the most glamorous and idyllic shores of the planet at a time when the major Western luxury destinations, which are mostly urban, suddenly empty out every year.
While most brands such as Louis Vuitton, Dior, and Missoni are continuing their activations in partnership with hotels and restaurants, particularly high-profile ones, some, such as Burberry, against a backdrop of slowing business, are finally getting a taste of these ephemeral, non-commercial operations in the sun.
In terms of destinations, two luxury seaside resorts are succumbing to this trend for prestigious summer pop-ups in 2025: Ibiza and Monte Carlo.
Sunbathing and designer experiences
Dior is taking over nine destinations, including Capri with “Dioriviera”; Prada is launching its “Days of Summer” in Capri (Lido del Faro) and Formentera (Es More), focusing on wooden boats, craft workshops, and ice cream stands; Missoni showcases its signature stripes on the pool terraces of the Oku Ibiza and Cali Mykonos hotel complexes, and Dolce & Gabbana hosts beach clubs in Portofino, Marbella, Saint-Tropez, and Taormina…
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Read also > Lifestyle, a popular extension of the luxury sector
Featured photo: © Jacquemus
