The sea? It never goes out of fashion. It’s not just a figure of speech. Today there are more and more initiatives that see the most important designer labels ‘dress up’ some of the most exclusive beaches and beach clubs in the Mediterranean and beyond.
Missoni and the Beach Clubs
The latest was Missoni, which recently announced the inauguration of the Missoni Resort Club in collaboration with Nikki Beach Costa Smeralda. The destination is located in Porto Cervo, and more precisely in Cala Petra Ruja, where the shades of colour that have made the Italian fashion house famous throughout the world intertwine to create unique colours with those typical of the nature of this corner of the Costa Smeralda.
Missoni has entirely customised the club with various furnishings and fabrics, transforming every aspect of it, from the beach umbrellas and sun loungers to the communal areas. Whether relaxing on the customised Missoni sun loungers, under the parasols or in the luxurious communal areas, visitors can immerse themselves in the distinctive Missoni aesthetic and craftsmanship. In synergy with Nikki Beach’s barefoot chic luxury aesthetic, each element has been carefully designed to evoke a sense of timeless style and provide an atmosphere of comfort and sophistication.
Drawing inspiration from Missoni’s famous motif, this initiative led by Alberto Caliri, creative director of Missoni Home, features an array of colours from deep blue and ocean turquoise to vibrant touches of emerald green. The Italian fashion house is not new to initiatives of this kind, having already left its mark on another famous beach. This time it is in the Maldives and more precisely on the Reethi Raa atoll. Here in the exclusive One&Only resort, the unmistakable motif of the Italian brand embellishes beach umbrellas, sunbeds, gazebos, beach towels and the DJ station. In addition, there is an ice-cream kiosk, paddle boats and bicycles available for guests, all featuring the Missoni colour palette.
Dior in St. Tropez
The same chain is hosting, until 6 August at the One&Only Desaru Coast resort in Malaysia, the launch of the Dioriviera capsule collection with a brand new pop-up store and café. The theatre for this unique performance is the Ember Beach Club, which for the occasion is embellished by the brand’s presence.
Until 31 August, the fashion house is also a protagonist with the Dioriviera capsule in the Côte d’Azur. And more precisely on the beach at Shellona, a few kilometres from St. Tropez. Here, the Beach Club is enriched by the presence of the colours of the Toile de Jouy collection reinvented for this season in a palette of soft shades, from pink to grey. Called Toile de Jouy Sauvage, it illuminates deckchairs, sun loungers, cushions and parasols. Here and there, the animals that characterise this motif are transformed into life-sized works, entirely sculpted in sand.
Loro Piana dress the La Réserve Beach Club
That the Côte d’Azur is one of the most fashionable destinations is also confirmed by other excellent presences. Loro Piana To celebrate the 2023 Summer Resort Collection, it dressed the new decor of La Réserve à la Plage beach club in St. Tropez.
The maison’s iconic colours and patterns, starting with the multi-striped Suitcase Stripe motif, are, in fact, the leitmotif both on the beach embellishing beach umbrellas, beach towels, and ‘brise vue’ and in the bar-restaurant. These are also joined by Loro Piana Interiors outdoor fabrics, which make the environments of the well-known beach establishment unique.
Gucci lands on the beach
A handful of kilometres away, the Gucci G enriches the experience of guests at the Loulou Ramatuelle Beach Club with new contents and sensations. Parasols, beach beds, towels, cushions and more sport the House’s iconic crossed G logo, striped patterns and a fresh colour palette.
The space also hosts a temporary Gucci pop-up that allows visitors to discover the exclusive capsule collection designed for Saint-Tropez directly in this exclusive location, along with pieces from the Summer Stories collection.
Vilbrequin and the Beach Club
The experience continues with the bar offering a special selection of cocktails and menus curated by Giardino 25, the Maison’s all-day café and cocktail bar in the heart of Florence. From St. Tropez to Cannes. This time under the banner of Vilebrequin. “The beach is the place where Vilebrequin was born. And it is the place where he belongs. Every summer since 1971, it has been the privileged stage for the brand’s art of living in the sun. It was only a matter of time before we put the beach centre stage, landing our turtles and parasols in Côted’Azur!”. The words of Roland Helroy Ceo of the famous brand accompanied the opening of the famous L’Ondine establishment.
Yes, because the famous space on La Croisette has been redesigned in keeping with Vilebrequin’s style and image. Here, custom-made furniture and décor elements lead one to immerse oneself in a paradisiacal beach in the Mediterranean. The saltwater-aged wood panels instantly convey a nautical allure. The experience is also enhanced by hand-painted tiles and ceramics depicting sea creatures and lush vegetation. Almost as if to revive the concept of a rediscovered paradise. The interior covered in antique marine elements houses a bar and dining area. The presence of Vilebrequin is enhanced by beach towels embellished with the motifs that have made the French brand famous throughout the world.
Valentino and the Costiera
Moving to Italy, one of the most ‘fashionable’ destinations is undoubtedly Palazzo Alvino. Something that goes beyond the definition of a luxury hotel. It is a true destination and the best choice to rediscover the concept of hospitality and fully appreciate the beauty of Ravello and a piece of the Amalfi Coast.
It is no coincidence that for this year’s summer season, the Maison Valentino has chosen Palazzo Alvino to launch a collaboration and open a pop-up dedicated to the Escape 2023 capsule collection. Moreover, Valentino’s colours lit up deckchairs, sunbeds, beach umbrellas and the summer kit of the beach club Club House by the Sea, completely customised for the occasion by the brand.
Gallo and the Forte Beach Club
Gallo’s unmistakable style dressed the Beach Club and the terraces of the Augustus Hotel & Resort, considered one of the most exclusive destinations in Forte dei Marmi. Here, the iconic multicoloured stripes characterise the decoration and design of the cushions on the hotel’s terraces and outdoor spaces.
Paul&Shark is in Liguria
Then there are those like Paul&Shark who have made their way to Liguria, and more precisely to Sestri Levante. Here, in the heart of the Tigullio Gulf, is the Tigu Beach, one of the most popular establishments on the Ligurian Riviera. For the 2023 summer season it has been completely renovated. A project in which Paul&Shark was also involved. Here, then, the choice of furnishings includes seats and tables reminiscent of the bistros of Parisian streets, while the nuances of green tea of the flooring and forest green of the furniture details recall historical patisseries. The sage green cabin doors, contrasting with the wallpaper, create a pleasant optical effect whereby it seems as if one is walking down the entrance corridor to the cabins of a vintage cruise ship.
The 54 standard loungers together with the 10 VIP beds, positioned in the Paul&Shark Lounge, make up a colourful sea-view picture, with striped patterns in refined shades of sage green and orange, mixed with white and ecru. There are many special features at the lido: from the vintage beach umbrellas to the terrycloth towels, to the restaurant area, all designed by Paul&Shark. Also available to VIP guests and beach members are Sun System by Rilastil welcome sun kits.
Riva and the freshwater Beach Club
Lastly, among the most fashionable destinations for this summer 2023, there is also a destination located on the lake. And so after Venice, Monte Carlo, Paris, Mykonos, Opatija and Palm Beach, today it is time for Lake Como, a renowned destination for the international jet set, to welcome a new and exclusive Riva Private Deck.
More precisely in Lèzzeno, a few kilometres from Bellagio, inside the historic Yacht Club Eriolario. Here the interiors are marked by a refined style of design. References to the world of Riva could not be missed, revived by the presence of immediately recognisable elements such as steel chrome and mahogany: every detail immediately evokes the iconic yachts of a golden and unforgettable era.
All the furnishing complements, including the chairs, the Aquarama tables, with their famous cushions with aquamarine details and the iconic Aquariva lamp, are part of the precious Riva Brand Experience collection, whose pieces represent the most authentic expression of Cantieri Riva’s craftsmanship excellence and timeless charm.