Summer Fashion Pop-Ups to Watch Out For: Discovering Eight Stylish Spots Including Capri, Monte-Carlo, St Tropez, and Somerset
Luxury Brands Transform Summer Destinations with Immersive Pop-Ups
Summer is here, and luxury fashion brands are taking over popular destinations worldwide, offering unique experiences that blend fashion and lifestyle. From Capri to Bali, brands like Dior, Jacquemus, and Giorgio Armani are setting up shop at beach clubs, boutiques, and restaurants, immersing guests in each brand's aesthetic.
In Monte-Carlo, Jacquemus has taken over the Monte-Carlo Beach Club, redefining the seaside leisure experience with minimalist black, yellow, and white décor and boutiques. Meanwhile, in Capri, Dior's Il Riccio beach club is showcasing the Dioriviera collection for the fifth consecutive year, complete with beach huts, cabanas, sun loungers, and a pop-up boutique. Giorgio Armani maintains a boutique and café takeover on Via Camerelle and the iconic piazzetta for the summer season.
St Tropez is no exception, with Armani Mare’s collection available at boutiques and beach clubs, and Dolce & Gabbana hosting a designer beach club at Portofino. In Tuscany's Forte dei Marmi, Longchamp has taken over the Bagno Felice beach club, redesigning it with the brand’s signature green and offering exclusive cocktails, music, and limited-edition bags.
Bali is also seeing a Dioriviera takeover, with the brand partnering with Four Seasons Bali, Jimbaran Bay, for a full takeover of the Sandara Beach Club, including forest-inspired décor, capsule collections, a concept café, sunset picnics, and bar takeovers by top mixologists.
Luxury brand activations extend beyond Europe and Asia, with Giorgio Armani Mare pop-ups in England's Shelter Island (Hamptons, NY) and Ibiza, complete with restaurant and beach takeovers, Casa furnishings, ice cream carts, surfboards, and even a superyacht regatta debut. Missoni's "Resort Club" experience at OKU Ibiza bathes the hotel pool and deck area in the brand’s signature patterns and vibrant colors, with branded lifestyle elements and a boutique.
Even in New York City, Fouquet's hotel in Tribeca offers a British-inspired tea service on La DoubleJ homeware. The Newt hotel in Somerset, England, is hosting a Burberry takeover, with the brand's signature check appearing on various items throughout the estate.
In St Tropez, France, Connolly has opened a temporary store offering clothes, leather goods, and collaborations with other brands. The San Domenico Palace in Taormina, Sicily, Italy, has a pop-up Dolce & Gabanna boutique selling clothing and accessories, as well as exclusive items.
Louis Vuitton's foray into icy treats follows previous summer fun initiatives like Le Bar Louis Vuitton and a menu take-over at White 1921 hotel in St Tropez, France. In Forte dei Marmi, Tuscany, Italy, Louis Vuitton has a pop-up gelateria serving ten traditional and two custom-made flavors. The ice cream at the Louis Vuitton gelateria is being produced in collaboration with Galliano, a renowned local institution.
These luxury brand activations blend fashion and lifestyle, offering exclusive, location-specific limited-edition products and immersive atmospheres that appeal to affluent travelers looking for unique summer experiences tied to their favorite labels.
In Capri, Il Riccio beach club is steps away from the Blue Grotto, one of Capri's most famous attractions. Jacquemus's founder and designer Simon Porte has taken Monte Carlo's beach club by storm, styling the eponymous Pier and Pool Café in his signature color palette.
Amie Elizabeth White contributes to our platform's London Life section and compiles the weekly Barometer feature. Rosie Paterson, who joined the platform in an unspecified year, is a writer for our platform. She previously worked in fashion styling and contributes to Luxury London. She has covered various events and topics, including Chanel suits and art events, and the best pies in London.
- The fashion and beauty sector, alongside food and drink, home and garden, and travel, are being redefined this summer with luxury brands offering unique experiences that blend lifestyle.
- Luxury brand activations, such as the one by Dior at the Sandara Beach Club in Bali, are extending beyond Europe and Asia, providing affluent travelers with immersive atmospheres and exclusive, location-specific limited-edition products tied to their favorite labels in diverse locations.
