As summer approaches and travel plans begin to take shape, luxury brands are once again taking over some of the world’s most desirable destinations. From Riviera beach clubs and Mediterranean resorts to fragrance-led poolside experiences, fashion houses are extending their worlds far beyond the boutique. These immersive summer pop-ups offer travellers the chance to step inside a brand’s universe while discovering some of the season’s most sought-after locations.
Burberry at Hôtel Belles Rives, French Riviera
Burberry arrives on the French Riviera with a takeover of the legendary Hôtel Belles Rives in Juan-les-Pins. Once the home of F. Scott Fitzgerald and a gathering place for literary and artistic icons, including Ernest Hemingway and Gertrude Stein, the historic property provides the perfect backdrop for Burberry’s High Summer 2026 collection.
The British house has reimagined the hotel’s Art Deco interiors through its signature check, adapted into Hôtel Belles Rives’ distinctive blue. The pattern appears throughout the property, from guest spaces to the hotel’s original 1920s lift, while branded details extend to the beach club and private jetty. Guests can enjoy Burberry ice lollies on the terrace, sunset mocktails at The Fitzgerald Bar and a programme of experiences including waterskiing in the bay. Running until September 30.
Dior at D Maris Bay, Turkey
Dior has chosen Turkey’s spectacular D Maris Bay as the setting for its Riviera Project, celebrating the debut collection by Jonathan Anderson for the house. Situated where the Aegean Sea meets the Turkish coastline, the resort offers a dramatic backdrop.
The project pays tribute to Christian Dior’s lifelong fascination with travel, sunshine and the Mediterranean lifestyle. Throughout the resort, guests are immersed in Dior’s summer universe, where fashion, nature and hospitality converge. The setting reflects the collection’s themes of exploration, elegance and escapism while introducing Anderson’s vision for the future of the house. Combining one of Europe’s most beautiful coastal destinations with one of fashion’s most anticipated creative debuts.
Amouage at Nobu Hotel Marbella
Luxury fragrance house Amouage is bringing its latest scent, Love Hibiscus, to life through an exclusive month-long residency at Nobu Hotel Marbella. Transforming the adults-only Nobu Pool into an immersive fragrance destination, the activation marks the first collaboration between the hotel and a luxury perfumery brand.
Inspired by the fragrance’s vibrant scarlet palette and gourmand notes, the experience extends throughout the property. Hibiscus-red loungers and umbrellas surround the pool, while guests can enjoy signature refreshments and desserts inspired by the scent’s composition. Fragrance specialists host masterclasses and personalised consultations, while Love Hibiscus also appears as an in-room welcome amenity and villa bath collection.
Dolce & Gabbana at Le Carillon, Portofino
There are few destinations that capture the spirit of Italian summer quite like Portofino, making it a natural setting for Dolce & Gabbana’s latest DG Resort takeover. Returning to the picturesque Bay of Paraggi, the house has transformed the iconic Le Carillon beach club and neighbouring Vesta Portofino restaurant through its distinctive Verde Maiolica motif.
White and emerald-green ceramics-inspired patterns now decorate loungers, parasols, dining spaces and hospitality areas, creating an immersive expression of the Dolce & Gabbana lifestyle. Originally opened in 1936, Le Carillon has long been synonymous with Italian seaside glamour, and the collaboration adds a contemporary fashion dimension to its heritage.
Missoni Beach Club at OKU Ibiza
Returning for another season, Missoni once again brings its colourful visual identity to OKU Ibiza. The hotel’s expansive pool area has been transformed into a vibrant landscape of turquoise, emerald and ocean-blue stripes, with the Italian fashion house’s signature patterns appearing across loungers, parasols and towels.
Set on Ibiza’s quieter west coast near Cala Gració, the collaboration offers a more relaxed interpretation of the island lifestyle. Against OKU’s earthy architecture and minimalist aesthetic, Missoni’s distinctive textiles create a striking visual contrast that feels playful yet sophisticated. The activation captures the carefree spirit of Mediterranean summers while offering guests an opportunity to experience the brand’s joyful approach to design beyond the fashion world.
Gucci at La Rose des Vents, Monte Carlo
Monte Carlo provides the setting for Gucci’s latest summer takeover, celebrating the 60th anniversary of its iconic Flora motif. Originally created in 1966 for Princess Grace of Monaco, the print has been reimagined throughout La Rose des Vents, the celebrated beachfront destination on Larvotto Beach.
Floral patterns adorn sun loungers, parasols and textiles, while a dedicated summer capsule collection complements the activation. The project forms part of Gucci’s wider Monte Carlo campaign, which embraces Riviera glamour through resort-ready tailoring, flowing dresses and statement accessories.
