{"id":118316,"date":"2023-06-28T16:52:43","date_gmt":"2023-06-28T14:52:43","guid":{"rendered":"https:\/\/test2023.luxus-plus.com\/this-summer-luxury-plays-it-easy-with-beach-pop-ups\/"},"modified":"2023-08-26T00:37:49","modified_gmt":"2023-08-25T22:37:49","slug":"this-summer-luxury-plays-it-easy-with-beach-pop-ups","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/this-summer-luxury-plays-it-easy-with-beach-pop-ups\/","title":{"rendered":"This summer, luxury plays it easy with beach pop-ups "},"content":{"rendered":"

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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.
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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<\/strong> feature a seaside theme. However, the 2023 edition has a surprise in store: the beach club concept<\/strong>, which is proving a big hit with brands.<\/p>\n

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This diversification not only enhances their Art de vivre and Art de la table<\/strong> 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.<\/p>\n

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Between discreet and ostentatious luxury<\/strong>, discover a selection of the best beach pop-ups from luxury brands.<\/p>\n

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Vilebrequin<\/h2>\n

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Last May, Vilebrequin<\/strong> 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<\/strong> and the presence of international celebrities to raise the profile of its private beach in Cannes. The venue, called L’Ondine<\/strong>, 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.<\/p>\n

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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.<\/p>\n

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“If we can offer the right service, the right food, fun and the unexpected, then people will spread the word”,<\/em> believes Roland Helory<\/strong>, 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.<\/p>\n

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Dior<\/h2>\n

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Maison Dior<\/strong> recently opened a pop-up store at the Beverly Hills Hotel<\/strong> in California, a mythical location associated with the golden age of Hollywood. The Parisian fashion house created a poolhouse<\/strong> 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.<\/strong><\/p>\n

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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.<\/p>\n

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Jacquemus<\/h2>\n

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After opening two points of sale in Italy, Simon Porte Jacquemus<\/strong> decided to set up in the south of France, in Ramatuelle<\/strong>, offering both a pop-up store and a beach.<\/p>\n

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In addition to the pop-up store, the fashion designer has also redecorated the Indie Beach<\/strong> 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.<\/p>\n

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Une publication partag\u00e9e par JACQUEMUS (@jacquemus)<\/a><\/p>\n<\/div>\n<\/blockquote>\n