Summer is back, and with it come summer activations—a trend that emerged in the luxury sector in the post-COVID era. While brands like Dior have long been known for hotel collaborations, such as Dioriviera, Burberry takes the prize for surprise with its partnership with the Hôtel Belles Rives in Cap d’Antibes.
Juan-les-Pins had not yet been included on the map of summer and hotel activations by the luxury giants. That has now changed with Burberry.
Following the charm of the quintessential New York summer retreat, the Hamptons, in the United States last summer, the champion of Britishness is turning its attention to Europe—and specifically France—with a “Summer Takeover” at a five-star hotel featuring 43 rooms and suites: the Hôtel Belles Rives in Cap d’Antibes. Avenue with a strong cultural pedigree that is both close to and far from the hustle and bustle of the Cannes Film Festival.
A Mecca of Art Deco Glamour
As the centennial of Art Deco recedes into the past, Burberry is spending a summer at a place steeped in history and anecdotes straight out of the Roaring Twenties and the Jazz Age.
Less well-known than the Cap Eden Roc hotel, the Belles Rives hotel in Cap d’Antibes has no reason to feel outshone by its neighbor, which over the years has become the most sought-after retreat for festival-goers and celebrities.
And celebrities are certainly the order of the day, as the establishment has hosted some of the greatest figures in art and literature, such as the pacifist novelist Ernest Hemingway and the great art patron Gertrude Stein. But above all, the hotel happens to be the former villa occupied by the legendary literary couple Francis Scott and Zelda Fitzgerald in 1925. It was here that the author of *The Great Gatsby* began writing the novel that would bring him fame long before the aforementioned work: *Tender Is the Night*.
Tartan in High Season
For its summer collaboration, Burberry has chosen,to mark its 170th anniversary, to reinterpret the hotel’s Art Deco style through its famous Check pattern—which is currently the focus of a swimwear collection—and reimagined here in Belles Rives’ signature blue.
For the occasion, umbrellas, lounge chairs, armchairs and even the historic elevator are adorned with this new graphic identity. The famous logo thus adorns the famous pier as well as the gates to the private beach.
And the Burberry identity doesn’t stop at the beach: on the hotel’s iconic terrace, guests will have plenty of time to enjoy ice cream bearing the brand’s equestrian knight logo. At the Fitzgerald Bar, the symbols of Britishness continue with Burberry cushions and umbrellas.
Finally, the British luxury brand hasn’t forgotten the experiential aspect of its arrival on the shores of the Mediterranean: guests will be able to take part in a series of bespoke activities, such as water skiing, an activity deeply rooted in this legendary bay.
Read more > Burberry returns to profitability in its 2025/26 fiscal year
Featured photo: Hôtel Belles Rives
