Key facts
- Luxury brands like Burberry, Dior, Gucci, Jacquemus, and Missoni are hosting beach club pop-ups in Europe.
- Burberry's pop-up at One&Only Aesthesis, Greece, features an exclusive blue colorway of its House Check.
- Jacquemus has taken over the Blue Beach at Mandarin Oriental, Bodrum, Türkiye, with striped loungers and towels.
- Gucci is celebrating its Flora motif's 60th anniversary with a pop-up at La Rose des Vents Monte-Carlo, Monaco.
- Missoni is back at OKU Ibiza, Spain, for its second consecutive summer.
- Dior's Riviera Project is at D Maris Bay in Türkiye.
- Dolce & Gabbana's pop-up at Cala di Volpe, Sardinia, features a yellow version of its Maiolica Gialla print.
Luxury fashion brands are once again transforming European summer destinations with exclusive beach club pop-ups. These branded takeovers offer guests a unique experience, blending high fashion with leisure.
Burberry has introduced an exclusive blue colorway of its iconic House Check at the One&Only Aesthesis on the Athenian Riviera in Greece. This new design adorns resort amenities like loungers, umbrellas, golf buggies, and bicycles, and even features on an ice cream cart. The branding extends to the resort's tennis and padel courts. The pop-up will be in place until the end of October, and resort guests can book private appointments at Burberry's Athens boutique.
In Türkiye, French fashion label Jacquemus is setting up at the Mandarin Oriental, Bodrum. The Blue Beach takeover features bold striped loungers and towels and will run until October. The brand's presence includes personalized backgammon sets, paddle boards, and buggy rides, alongside a 98-square-meter boutique.
Gucci is celebrating the 60th anniversary of its Flora motif with a pop-up at La Rose des Vents Monte-Carlo in Monaco, the location where the print first originated. From May to October, the motif will be featured on loungers and umbrellas at the restaurant and beach. An exclusive ready-to-wear collection and accessories in shades of red will be available only at the Monte-Carlo boutique.
Italian fashion house Missoni is returning to OKU Ibiza, Spain, for its second consecutive summer. The takeover focuses on the hotel's 50-meter swimming pool, with Missoni-branded sunbeds, towels, and sofas in deep blue, ocean turquoise, and emerald green, reflecting Ibiza's seascape.
Dior has launched its Riviera Project at D Maris Bay in Türkiye, marking the occasion of Jonathan Anderson's first collection as the brand's creative director. The hotel's pool features the Dior name at the bottom, with deck chairs and pool floaties also bearing the brand's logo.
In Italy, Dolce & Gabbana is taking over Cala di Volpe, a Luxury Collection Hotel in Sardinia. The brand's Maiolica Gialla print has been reimagined in a yellow hue to evoke southern Italy's sun-drenched landscapes. The pop-up includes decorated cabanas, hand-painted vases, and an exclusive selection of clothing and accessories.