Givenchy, Prada, Dolce & Gabbana and others star in summer pop-up store, beach club boom

The first wave landed in Saint-Tropez, where Louis Vuitton and Jacquemus associated with restaurants, while Loro Piana, Yves Salomon, Acqua di Parma and Tory Burch also established a presence. A second wave of labels is now hitting some of the most exclusive resorts on 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 decking out beach clubs in their colours.

Givenchy has headed for Sardinia, more precisely for the uber-chic resort of Porto Cervo on the Emerald Coast. The LVMH-owned label has teamed up with luxury beach club Nikki Beach Pop-Up Lounge & Bar, where it has opened a temporary store right by the seaside, active until September 8.

The ideal setting to present the Givenchy Plage collection for women and men, with its selection of summer essentials, notably in linen, like tank tops, polos, shirts, trousers, skirts, white jeans and knitwear, as well as swimming costumes and accessories like handbags, shoes and sunglasses. The looks feature “a classic lemon-themed print and modern interpretations of sailor-stripe and Provence patterns.”

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

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

Street-couture label Off-White too has headed for the Balearic Islands, but has opted for Ibiza, where it has decked out a beach club and presented a capsule collection consisting of t-shirts, swimsuits, baseball hats, sunglasses and raffia bags. Off-White has gone back to Cala Jondal, one of Ibiza’s most popular beaches, for the second year running and until August 31, customising sun loungers, sun umbrellas and beach towels, all in the island’s typical dark-red hue. The beach is famous for its activities, which include pétanque, backgammon and table tennis.

The Italian label owned by the Aeffe group has also travelled to the Balearic Islands, but to Mallorca, where it has personalised with its tie-dye prints the Bombón pool club at the Gran Meliá De Mar hotel. Shades of blue predominate poolside and on the sun deck, while beige is the colour of choice for the pool bar and beach. The hotel was built in 1964 by Catalan architect José Antonio Coderch and is celebrating its 60th anniversary this year. The seafront area’s new look was presented with a gala evening on July 4.

“My deep sensibility for timeless aesthetic designs found resonance in this collaboration. I feel a profound personal connection to this project, as it allows me to merge my creative vision with the serene ambiance of Mallorca. With this collaboration, I wanted to contribute my idea of sophisticated luxury as well as, together with Gran Meliá, aiming to curate an atmosphere where our two worlds could naturally intertwine, making the hospitality experience even more exclusive” said Alberta Ferretti in a press release.

Denim label Diesel has customised a beach club for the first time, choosing the Baba Beach club at the Ligurian seaside resort of Alassio. Until end of September, the club’s beach chairs, loungers, sun umbrellas, beach towels and even bowls and leads for pet dogs will feature the Diesel logo’s bright red colour. The partnership has been engineered by Italian multibrand fashion retailer Spinnaker, which sponsors the Baba Beach club. Two of Spinnaker’s eight Alassio stores will showcase Diesel’s beachwear collection, including among others bikinis, men’s swimming trunks and shorts, pool slides, t-shirts, and a range of casual clothes.

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