This summer, the runway leads to the Riviera. Primarily across Europe, luxury hotels are quietly slipping into their seasonal roles as extensions of major fashion and lifestyle brands. Behemoths such as Burberry and Dolce & Gabbana are migrating from urban fashion capitals to the coast in the coming months, trading marble flagships for fresh ocean air and beachfront real estate. The formula is straightforward: exclusive pop-up boutiques flanked by monogrammed loungers and umbrellas, and occasionally, chef-led restaurants. Here are some of the hotel takeovers making a splash this summer – where you too can pop up in style.
Fashion hotel takeovers happening this summer
Burberry at The Standard Ibiza
Hot on the heels of its takeover at The Newt in Somerset, Burberry is off to embrace the Mediterranean sunshine, landing at The Standard, Ibiza, until October. The hotel’s seasonal rooftop bar and restaurant, Up, has been Burberry-ified with a bespoke check pattern in bright yellow. This energising design adorns the site’s loungers, parasols, and seating, as well as a photo booth in the lobby. Starting in mid-July, weekly DJ nights, featuring guests such as Phil Mison, Eric Duncan, and Nicolas Matar, will be accompanied by a curated cocktail menu. For those who can’t get enough of the partnership, Burberry and The Standard also propose a summer capsule collection ‘for warm days and balmy nights’, with swimwear, sunglasses, and hats available for purchase.
The Standard, Ibiza is located at Carrer de Bartomeu Vicent Ramon, 9, 07800 Ibiza, Balearic Islands, Spain.
Dior at Jumeirah Capri Palace
For the fifth time, Jumeirah Capri Palace, which recently unveiled new suites by Patricia Urquiola, welcomes the return of Dioriviera to its seafood restaurant, Il Riccio. The breezy setting, surrounded by Anacapri’s rocky cliffs and adjacent to the island’s magical Blue Grotto, is now decorated with Dior’s Toile de Jouy pattern and animal statues. Guests can choose to sip limoncello spritzes on the beach club terrace or dine at the restaurant, on dishes such as spaghettino with sea urchins. Meanwhile, a Dior boutique pop-up features a summer-ready wardrobe.
Il Riccio is located at Via Gradola, 4, 80071 Anacapri, Italy.
Dolce & Gabbana at Four Seasons Hotel Taormina
Despite occupying its privileged hilltop position for centuries, San Domenico Palace, Taormina, entered the modern zeitgeist in 2022 after serving as the fictional ‘The White Lotus’ hotel. The property, which was acquired by Four Seasons in 2020, is also a beloved part of the Dolce & Gabbana universe, as the Italian brand has taken over its pool area for a couple of years in a row. The now familiar bespoke Blu Mediterraneo theme, seen across parasols, cushions and towels, seeks to reflect the region’s vibrant seaside blues and celebrates the artistry of handmade Sicilian ceramics. Wallpaper’s fashion features editor Jack Moss visited the activation last month to celebrate Dolce & Gabbana’s ninth collaboration with Mytheresa, describing the experience as ‘a day of sunshine, food and spritzes’. Until the end of the season, guests will also be able to browse an exclusive pop-up boutique offering a selection of clothing and accessories, including some location exclusives.
San Domenico Palace, Taormina, A Four Seasons Hotel is located at Via S. Domenico, 5, 98039 Taormina, Italy.
Herno at Phi Beach
The rugged granite landscape of Baja Sardinia provides the perfect backdrop for Herno’s sophisticated take on exploration, travel, and outdoor living. In collaboration with Phi Beach, the Italian brand is showcasing its vision of seaside leisure for the second consecutive summer, lasting through the first week of September. Alongside dressing the exclusive club’s cabanas and deckchairs in sandy, deep brown tones, Herno has also introduced its first fully designed restaurant, Herno Suite. Here, chef Claudio Marenzi presents culinary delights on ceramics inspired by the Erno River, paying tribute to the brand’s roots. With a focus on natural aesthetics and sustainability, bill holders, menus, and coasters are made from natural cork sourced from Sardinia. A selection of ‘open-air accessories’ is available for purchase, including beach towels, tote bags, water bottles, baskets, and hats.
Phi Beach is located at Via Forte Cappellini, 07021 Arzachena, Italy.
Jacquemus at Monte-Carlo Beach Club
As part of a strategic transformation of the area, Monte-Carlo’s emblematic beach club has reopened for the season with a complete redesign of its deck and pool area by French interior designer Dorothée Delaye. Adding a burst of Provençal panache, a sun-kissed collaboration with Jacquemus is underway until 7 October. Inspired by ‘La Croisière’ collection unveiled in Paris in January, the takeover dresses sunbeds, towels, and parasols in banana-yellow, coconut milk, and black stripes. This theme extends to the adjacent Pool Café, which features speciality brews and an Olympic-sized pool, as well as two newly opened Jacquemus boutiques, featuring sketches by Renoir and Matisse on their walls.
Monte-Carlo Beach Club is located at Av. Princesse Grâce, 98000 Roquebrune-Cap-Martin, Monaco.
Louis Vuitton at White 1921 Hotel
For the third consecutive year, the Arnaud Donckele & Maxime Frédéric at Louis Vuitton restaurant has returned to the White 1921 Saint-Tropez hotel for the season. Michelin-starred chef Arnaud Donckele and chef pâtissier Maxime Frédéric present a bountiful menu, available for lunch, tea time, and dinner, spotlighting local, seasonal produce and creative twists. Think dishes such as grilled blue lobster enriched by a shiso-infused sauce, or Wagyu beef served in a fragrant bouillon. The restaurant’s interior features natural macramé touches paired with rattan furnishings and tables dressed in seasonal Louis Vuitton tableware. Crockery is adorned with interpretations of the maison’s signature Monogram Flower.
The Arnaud Donckele & Maxime Frédéric at Louis Vuitton restaurant is located at Hotel White 1921, Trav. des Lices, 83990 Saint-Tropez, France.
Missoni at JW Marriott Venice Resort & Spa
Nothing embodies summer quite like Missoni’s signature zig-zag motif, a warm-weather staple cherished by many for its cheerful, multicoloured hues and light texture. On the private Isola delle Rose in Venice, the Italian label has established a bijou pop-up store at the JW Marriott Venice Resort & Spa, making it convenient for guests to stock up on its beachwear essentials. A serene blend of blue and azure, combined with warm ochres and beige, dominates an exclusive collection of men’s and womenswear, ranging from swim trunks and bowling shirts to bikinis and long cover-ups. This same pattern features in the shop’s sofas and pouffes, as well as the large-scale bunny welcoming visitors. The pop-up is open at JW Marriott Venice Resort & Spa until 15 September, with another Missoni Resort Club takeover occurring in Oku Ibiza in the form of a branded poolside lounge.
JW Marriott Venice Resort & Spa is located at Isola delle Rose, Laguna Di San Marco, 30133 Venice, Italy.
Alo at Mandarin Oriental, Bodrum
Turkey is familiar territory for Alo Yoga, which launched its first Istanbul brick-and-mortar store last year. This summer, the lifestyle brand has set its sights on the Aegean coast – in particular, Mandarin Oriental Bodrum’s private shoreline, to debut a second boutique, an immersive beach club experience, and wellness workshops. Complementing the oak and pine beach umbrellas are branded cotton towels and seating in an earthy hue, while a customised cart offers refreshments served in coconut cups. Until September, international Alo instructors will lead a wellness programme for hotel guests, including sunrise yoga and pilates alongside sound healing and meditation sessions.
Mandarin Oriental, Bodrum is located at Gölköy, 314 Sokak No.10, 48483 Muğla, Turkey.
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