From the likes of Jacquemus in St. Tropez, Dolce & Gabbana in Sicily, and the omnipresent Dior brand – not only seen on the Côte d'Azur, but also in Malaysia.
Well-known fashion brands such as Jacquemus and Dior are probably no longer satisfied with opening pop-ups in the world’s chicest summer destinations, they are going one step further and designing entire beach clubs.
Designer beach clubs are the perfect answer to the needs of discerning travellers: not only do they want the enjoyment of the sun and sea, they’re also looking for a touch of luxury and exclusivity. From the architectural concept to interior design, these clubs are masterpieces of aesthetics. They feature stylish lounge areas, luxurious sun loungers, elegant cabanas, and a select colour scheme that creates a luxurious and relaxed atmosphere. The materials used are of the highest quality, and the design elements often reflect the local culture or character of the place – always in line with the brand, of course.
The advantages for the brands are that beach clubs are an emotional way to strengthen the image; they can present their identity and aesthetics in a different way, and thus strengthen their connection to a certain lifestyle or target group. The importance of social media and influencers should not be underestimated either: designer beach clubs provide a perfect backdrop for Instagram-worthy photos, ensuring broad visibility and brand awareness.
Falstaff has looked around for the most beautiful clubs of the 2023 summer season.
YELLOW AS FAR AS THE EYE CAN SEE
The Jacquemus beach, formerly Indie Beach, in Ramatuelle embodies the aesthetic vision and style of the renowned fashion designer. It is a place where fashionistas, beach lovers and bon vivants can all feel at home. The clear turquoise waters offer a visual contrast to the Été collection by Jacquemus with its sunny colours.
ITALIAN FEELING WITH A STREAK
The Italian label Gucci is also drawn to the South of France this year, and in parallel to the reopening of the Gucci boutique, a cooperation agreement was signed with Loulou Ramatuelle: until the end of September, the entire club will shine in the Italian look – umbrellas, sun loungers, towels and upholstery have all been decorated with the logo of the house, along with the traditional striped patterns.
DIORIVIERA POP-UP
A few metres further on, Toile de Jouy is everywhere you look, with Dior designing the Shellona Beach entirely in the iconic look. This year its pink-grey pays homage to Christian Dior’s passion for French savoir faire.
The French fashion house is also making a debut in Malaysia this year: the luxury brand is transforming the elegant Ember Beach Club of the One&Only Desaru Coast on the Malaysian shores into a Dioriviera pop-up and café for the first time. The focus here is also on the iconic Toile de Jouy motif: here, she plays with a palette of soft hues, from pink to grey and cream to blue, reminiscent of delicate porcelain.
Another highlight is the life-size sculptures of wild animals which welcome guests to the pop-up, and bring the Dior Toile de Jouy drawings to life.
Glowing motifs run through the interiors of the restaurant, the dining areas, the sun loungers, the cabanas, as well as the pools, and draw the eye to the imposing Dior store, which is located in an oversized sand castle by the sea.
The Dior Café in the Ember Beach Club offers guests an elegant culinary experience and emphatically warm service. The Mediterranean-inspired menu was created by Dior Malaysia partner Chef Raymond Tham, who is the co-owner and executive chef of popular restaurants Beta KL and Skillet@163 in Kuala Lumpur. Raymond Tham is the first Malaysian chef to be commissioned by Dior to create culinary offerings for their pop-ups, and the pop-up at One&Only Desaru Coast is his second collaboration with the brand.
Guests can also try their hand at outdoor mahjong and table tennis to complete the summer beach experience.
BLUE CULT
There is hardly anyone for whom Blu Mediterraneo does not immediately evoke memories of jumping into the cool Italian sea. This year, this can also be put into practice, because Dolce & Gabbana has moved into the Palazzo San Domenico in Taormina and has immediately redesigned the entire pool area.
