Last summer, there were plenty of opportunities to do so: Dior, Louis Vuitton, Loro Piana, Gucci and Jacquemus took over the beach clubs of St. Tropez on the French Riviera; Valentino painted Palazzo Avino on the Amalfi Coast hot pink; Chanel and Nanushka descended on Nammos and Scorpios in Mykonos, respectively.
Summer activations are a worthwhile venture for brands, says Allison Bringé, chief marketing officer at software, data and insights company LaunchMetrics. “Tired of pandemic restrictions, digital overload and uncertainty, today’s consumers are increasingly prioritizing experiences that help them find community and connection,” Bringé says. Plus, while a day’s sun lounger costs less than a handbag, some guests may choose to do both.
Byrne says beach clubs remain the biggest opportunity for brands to capitalize on this craze. “Call it the White Lotus effect, but designer beach clubs are just getting started and we’ll see more of them pop up in 2024,” he says. “Over time, brands will expand into new formats, but for now beach clubs are the most lucrative opportunity.”
Audrey Peters attended the Gucci takeover at Loulu in Ramatuelle last summer.
Photo: Audrey Peters
Influencer Audrey Peters, known for her summer getaways to Europe, is excited about what’s in store for her this summer. “I love when brands take over beach clubs,” she says. “Not only do they make the already beautiful beaches look even better, but they also have limited-edition clothes and accessories that you can only get at the beach clubs, which is so much fun.” Peters attended Gucci’s Lulu takeover event last summer, and “I regret every day that I didn’t buy all the adorable St. Tropez limited-edition pieces they sold there.”
