be in french riviera or in Los Angeles at Italy and even in Malaysia O summer in the Northern Hemisphere has been marked by umbrellas and loungers with instagrammable colors and designs. Between one object and another, the labels speak for themselves: Dior, Gucci, Dolce & Gabbana, Jacquemus, Giorgio Armani and Valentino.
Such luxury brands sign activations on beaches, beach clubs and five-star hotels in the “hottest” destinations of the season. Together with the collaborations, pop up stores with a temporary concept, featuring products from the latest collection.
One of the most notable examples is Ramatuelle neighbor to the trendy St. Tropez , on the Côte D’Azur. The French commune is full of pompous beach clubs in Pampelonne beach which were “invaded” by decoration and stores from brands such as Gucci, Jacquemus, Giorgio Armani and Loro Piana.
Until the end of September, visitors to the beach club and restaurant Loulou Ramatuelle they can enjoy the shade of the yellow parasols and relax on the sunbeds with logo cushions gucci . The bar also offers a menu and selection of cocktails curated by Giardino 25, Gucci’s café and bar in Florence.
In the same way, including the same yellow color, works the collaboration between the French brand Jacquemus and the beach club indie beach .
With a Mediterranean footprint with wicker and bamboo decor, the club maintains a small shop and branded beach items until October. To rest on the sand, you have to shell out €50 (about R$269) for a beach chair and €130 (R$700) for a bed.
Also in Ramatuelle, the La Réservé à la Plage was taken over by the Italian brand Loro Piana It is Giorgio Armani another brand from the country of the boot, occupies until August 31st the renowned bagatelle to create, in the words of the brand, “a dream location where French joie de vivre and Italian elegance collide in style”.
From Italy to USA
The land of “la dolce vita” also has illustrious examples. Until the end of the season, the hotel San Domenico Palace in taormina the same one that received the recordings of the second season of “The White Lotus”, has the pool area and gardens decorated with a blue and white pattern by Dolce & Gabbana .
The collaboration also includes umbrellas, towels, cushions, pillows, cabins, trays, coasters and other decorative objects, as well as a personalized cart that serves guests granita, a typical Sicilian dessert.
Those who have recently taken a boat ride across the Amalfi Coast could also notice the characteristic “red valentine ” on the umbrellas and loungers at the beach club Clubhouse by the Sea which belongs to Palazzo Avino hotel occupying a private 12th-century villa in Ravello.
The club in question is 15 minutes from the hotel, in Marmorata, and was literally dressed in the brand’s emblematic rosso color.
On the other side of the Atlantic, the dior takes over until the beginning of September the pool area of the legendary The Beverly Hills Hotel , In Los Angeles. The upper deck has surf cabins inspired by the French maison’s pink and gray – details even include life-size sand giraffes, lions and other representations of fauna and flora.
In addition to the boutique, the brand operates an exclusive spa hut for guests, who can also enjoy toile huts, umbrellas, lounge chairs and an ice cream cart on weekends.
asian summer
This summer, Dior also landed in Asia and, until the beginning of August, maintained a store and a pop-up café in ember beach club which belongs to the super luxury hotel One&Only Desaru Coast on the southeast coast of Malaysia, bordering the China Sea.
Guests and visitors could reach the hotel from Singapore on a ferry all clad in the pink and gray colors of the Dior collection.
They could also buy bags and clothes in a boutique that imitated a sandcastle, try a Mediterranean-influenced menu with local ingredients in Dior Café, relax in the pool area completely taken over by the brand’s logos and fabrics and even enjoy activities such as table tennis. – with Dior rackets, of course.
The same occurred in The Surin a 109-room resort on the sands of exclusive Pansea Beach, in the Phuket Islands at thailand which had its outdoor area completely transformed by the French maison.
Giorgio Armani also saw potential in mainland audiences: in addition to St. Tropez, landed with shop and decoration in Japan, in Riviera Zushi Marina complex with port, hotel, restaurants, apartments and sports venues about an hour from Tokyo.
The installation continues until August 12th, but for those who want an extra taste, until the end of the month the Capella Tufu Bay a 190-room resort in the Sanya region of China, retains the brand’s beach chairs, umbrellas and irreverent seduction for a sophisticated summer.
Source: CNN Brasil
Johanna Foster is an expert opinion writer with over 7 years of experience. She has a reputation for delivering insightful and thought-provoking articles on a variety of subjects. Her work can be found on some of the top online news websites, and she is currently lending her voice to the world stock market.
