Givenchy, Prada, Dolce & Gabbana and others are the stars of the summer pop-up store and beach club boom

The first wave reached Saint-Tropez, where Louis Vuitton and Jacquemus set up restaurants, while Loro Piana, Yves Salomon, Acqua di Parma and Tory Burch were also present. A second wave of labels is now reaching some of the most exclusive resorts in the Mediterranean, from the Côte d’Azur to the Balearic Islands, Sardinia and other top seaside destinations, where they are opening pop-up stores, presenting special capsule collections and decorating beach clubs in their colours.

Givenchy

Givenchy has headed to Sardinia, specifically to the super-chic resort of Porto Cervo on the Costa Smeralda. The LVMH-owned label has teamed up with the luxury beach club Nikki Beach Pop-Up Lounge & Bar to open a temporary store right by the sea, which will be open until September 8th.

The ideal setting for the presentation of Givenchy Beach Collection for men and women with a selection of summer essentials, mainly in linen, such as tank tops, polos, shirts, trousers, skirts, white jeans and knitwear, as well as swimsuits and accessories such as handbags, shoes and sunglasses. The looks are characterized by “a classic lemon print and modern interpretations of sailor stripes and Provence patterns”.

Dolce & Gabbana

The Italian label has returned to Saint-Tropez to outfit the Casa Amor club on Pampelonne beach, as well as the club’s restaurant, run by the new chef Zouhair, born in Italy to Moroccan parents. Once again, the Domenico Dolce and Stefano Gabbana label has decorated tables, sunbeds, walls and parasols with its colorful, sun-inspired prints, featuring the famous small check pattern typical of Sicilian carts.

Prada

Prada has stopped off on the Balearic island of Formentera, opening a pop space in Gianni Peroni’s Es More store on Carrer de Ramon Llull. Entirely upholstered in wide blue and white stripes, the Prada space showcases the women’s ready-to-wear collection, leather goods, shoes and accessories, as well as the 2024 edition of the Prada May line, featuring knitwear, skirts, tops, dresses and swimsuits, styled with floral motifs and a palette of pastel and neutral colors.

Cream colored

Street couture label Off-White has also headed to the Balearic Islands, but has chosen Ibiza, where it has outfitted a beach club and presented a capsule collection of T-shirts, swimsuits, baseball caps, sunglasses and raffia bags. For the second year in a row and until August 31, Off-White has returned to Cala Jondal, one of Ibiza’s most popular beaches, where it has designed sunbeds, parasols and beach towels in the island’s typical dark red. The beach is famous for its activities, which include pétanque, backgammon and table tennis.

Alberta Ferretti

The Italian brand of the Aeffe Group is also active in the Balearic Islands, but in Mallorca, where it has personalized the Bombón pool club in the Gran Meliá De Mar hotel with its batik prints. Shades of blue dominate the pool and sundeck, while beige is the color of choice at the pool bar and on the beach. The hotel was built in 1964 by the Catalan architect José Antonio Coderch and is celebrating its 60th anniversary this year. The new look of the beach promenade was presented at a gala evening on July 4th.

“My strong sense for timeless, aesthetic designs resonated in this collaboration. I feel a deep personal connection to this project as it allows me to combine my creative vision with the tranquil atmosphere of Mallorca. With this collaboration, I wanted to bring my idea of ​​sophisticated luxury and, together with Gran Meliá, create an atmosphere in which our two worlds can naturally merge and make the hospitality experience even more exclusive,” said Alberta Ferretti in a press release.

Diesel

Jeans brand Diesel has customised a beach club for the first time, choosing the Baba Beach Club in the Ligurian seaside resort of Alassio. By the end of September, the club’s beach chairs, loungers, parasols, beach towels and even the bowls and leashes for dogs will be in the bright red colour of the Diesel logo. The partnership was brokered by Italian multi-brand fashion retailer Spinnaker, which is sponsoring the Baba Beach Club. Two of the eight Spinnaker stores in Alassio will showcase Diesel’s beachwear collection, including bikinis, swim shorts and shorts for men, flip-flops, T-shirts and a selection of casual wear.

Luisa Spagnoli

The Italian label is going ultra-chic and is stopping off in Capri until September 15th, where it has decorated Da Luigi ai Faraglioni, one of the Mediterranean island’s most famous beach clubs, in its signature shade of yellow. In parallel, Luisa Spagnoli has opened a temporary store in another of the island’s beach clubs, La Canzone del Mare, where it is presenting a selection of its latest collections and a capsule collection designed in collaboration with swimwear brand Reina Olga.