10 beaches reinvented by luxury brands this summer
This summer, luxury brands are taking to the beaches to showcase their universe. Decoration, pop-up stores, signature cocktails… an immersive experience in the heart of sand, sun and style. Here are ten not-to-be-missed spots.
Dolce & Gabbana – Casa Amor, Saint-Tropez & Ramatuelle
On the Casa Amor beach in Saint-Tropez (and Ramatuelle), Dolce & Gabbana transposes its “Carretto Siciliano” print onto cushions, parasols and rugs. The result: a colorful, bohemian Mediterranean atmosphere, ideal for sipping a spritz with your feet in the sand.
📍Casa Amor, Stefano Forever, Chem. de Matarane, 83350 Ramatuelle
Jacquemus – Indie Beach, Pampelonne
For summer 2023, Jacquemus has laid down its yellow, blue and white stripes on Indie Beach. Its pop-up adopts this graphic code, applied to parasols, awnings and furniture, in a refined and elegant staging.
📍Jacquemus x Indie Beach, Rte de Bonne Terrasse, 83350 Ramatuelle
Armani – Bagatelle, Saint-Tropez
Armani takes over Bagatelle Saint-Tropez, adopting the blue tropical motif of its Mare collection. The beach features designer accessories and a signature cocktail, the Bellini Sbagliatto.
📍Les Tamaris, Chemin de la Matarane 83350, Ramatuelle, France
Gucci – Loulou Ramatuelle & major destinations
Gucci sets up shop in Loulou Ramatuelle, as well as in Cannes, Ibiza, Marbella and Mykonos. On site, tricolored umbrellas, sun loungers and a dedicated boutique reflect Gucci’s signature Dolce Vita aesthetic.
📍Gucci at Loulou, Plage de Pampelonne, 1080 Chem. des Tamaris, 83350 Ramatuelle
Loro Piana – La Réserve à la Plage, Pampelonne
Loro Piana, also on Pampelonne, dresses La Réserve à la Plage in its “Suitcase Strip” striped print. The casual-chic style is all over the sun loungers and parasols, even in the boutique.
📍La Réserve à la Plage, Chem. de l’EPI, 83350 Ramatuelle
Louis Vuitton – Huangcuo Beach, China
Louis Vuitton has redecorated Huangcuo Beach, Xiamen, with monograms, parasols, hammocks and buoys in its effigy. An alliance between summer refinement and strong brand presence.
Valentino – Palazzo Avino, Italy
At Palazzo Avino, Valentino’s emblematic red is featured on deckchairs, parasols and beach club decor. A stylish pop-up complemented by an ephemeral boutique.
📍Palazzo Avino, Via S. Giovanni del Toro, 28, 84010 Ravello SA, Italy
Missoni – One&Only Reethi Rah, Maldives
In the Maldives, Missoni adorns the One&Only Reethi Rah hotel with its knitted pattern in shades of blue and green. A long-lasting presence on the beach, for total immersion.
📍One&Only Reethi Rah, Reethi Rah, North Malé Atoll, Malé 08440, Maldives
Why these operations work
Beaches, places of relaxation and emotion, are becoming veritable fields of expression for luxury brands. They invest the “ordinary” – and naturally become imprinted in customers’ memories, while promoting their summer lines.
Luxury on the sand
In the summer of 2025, beaches and luxury homes merge to create ephemeral, aesthetic and strategic settings. Whether in Saint-Tropez, Capri or the Maldives, these installations offer a chic immersive experience, a true extension of the codes of the homes. A new way of experiencing summer, off the beaten track.
For more ephemeral luxury experiences, visit parisselectbook.com.
