Sonali Tandon
28-Aug-2025
In a region defined by sun, sand, and opulence, the world’s most storied fashion houses have discovered a new runway: the beach club. From the Mediterranean shores of Bodrum to Dubai’s glittering skyline, labels like Louis Vuitton, Michael Kors, Ferragamo, Ray?Ban, and Dolce?&?Gabbana are trading crowded showrooms for bespoke cabanas, immersive pop?ups, and sea?view terraces.
And it isn’t just about logo?obvious decor or signature cocktails—it’s an all?consuming sensory saga designed to forge emotional connections with the next generation of luxury consumers.
Why are all these brands doing this?
Because today’s high?net?worth clientele—and especially affluent Millennials and Gen?Z—seek more than just products. They crave experiences, full?sensory moments that blur the line between leisure, lifestyle and label loyalty.
By embedding themselves in sun?soaked playgrounds, luxury houses transform casual beach days into couture?worthy photo ops, forging deeper brand affinity in spaces where Instagram meets indulgence.
Louis Vuitton at Mandarin Oriental, Bodrum
“Monogrammed Med Vibes.”
Louis Vuitton's decision to take up the Mandarin Oriental in Bodrum was a strategic move into the relaxed luxury of the Turkish Riviera. From mid-May until early July 2025, the hotel's own beach transforms into a stylish fantasy setting.
What they did:
Signature Style Seats: The daybeds are upholstered in LV's signature leather-trim motif, with Vuitton-branded blankets and cappuccino tables echoing the House's heritage trunks.
Coastal Capsule Collection: A limited-edition Mediterranean capsule—think lightweight shawls, straw totes, and breezy linen separates—available only at this location.
Curated Cocktails: Include "Les Voiles de Bodrum," a pastel-hued martini series presented in fluted LV-etched glasses, mixing floral gin with citrus undertones.
Michael Kors Beach Club @ The 305, Dubai
Michael Kors transported a bit of Tribeca to Jumeirah's The 305 in late February 2024—and the takeover has set the standard for beach club branding. Every inch of The 305 has been "Korsified": from deep blue cushioned cabanas carrying metallic MK emblems.
What they did:
Pop-up Boutique: The on-site shop, a seamless extension of the fashion business, offers runway-fresh ready-to-wear, Tribeca totes, and MK's namesake watches—ideal for impulse purchase between dips.
Cushions to Coasters: The unique gold hardware and chain-strap pattern, popular with influencers, is present in all touchpoints, from coasters at the bar to umbrella lining.
Lifestyle Programming: Daily "Kors in the City" sessions feature mixology masterclasses and DJ sets from New York.
Ferragamo x Bungalo34 Pop-Up in Dubai
The month-long takeover at Dubai's Pearl Jumeira combines Salvatore Ferragamo's Italian expertise with Bungalo34's relaxed vibe. Overlooking the Arabian Gulf, this limited-edition dining experience offers a carefully selected à-la-carte menu of 14 heritage-inspired dishes and three bespoke beverages.
What they did:
Heritage on the Plate: The House's Florentine origins are reflected in dishes like Sicilian-style grilled fish with wild fennel, saffron-infused risotto, and arancini dusted in Valentino-approved orange rind.
Couture Cocktails: "Gancini Spritz" and "Capraia Cooler" are served in Ferragamo-engraved glassware, combining Amalfi lemon zest with a hint of Prosecco.
Styled Surroundings: Custom Cabana prints feature Ferragamo's iconic Gancini clasp, while bespoke sun lounger cushions and parasols bring runway-ready colors to the beach.
Ray-Ban x Gitano Beach Club, Dubai
Ray-Ban and Gitano Beach Club on J1 Beach combine eyewear legacy with boho-chic hospitality to introduce Ray-Ban Meta, the brand's AI-powered smart spectacles. Ray-Ban's cooperation with wearable tech positions the brand as both a style icon and a technological master.
What they did:
Meta Lounge: A mirrored photo-op installation featuring handcrafted floaties and embroidered pillows in Ray-Ban red.
Meta's live-streaming and real-time translation functions are set against a backdrop of palm tree silhouettes and DJ sets, creating a tech-infused experience.
Signature Styling Stations: On-site stylists assist customers in choosing frames that complement their beach look, such as aviators and wayfarers.
Dolce & Gabbana x Ounass at Cloud 22, Dubai
Dolce&Gabbana and Ounass have taken over Atlantis The Royal's Cloud-22 rooftop, resulting in an “Italian fantasy in the sky.” This limited-edition takeover combines D&G's baroque design with the Middle East's premier luxury e-commerce platform, offering Mediterranean-inspired meals and couture-quality furnishings.
What they have accomplished:
Floating Suites: Sunbeds over infinity pools are enclosed by canopies adorned with "la dolce" symbol and Sicilian flora.
Culinary Couture: From linguine alla Nerano to cannolo towers, the cuisine draws on Sicilian traditions, with each meal styled like a fashion sketch.
Design: Hand-painted majolica tiles, glittering candelabras, and vibrant citrus trees turn the rooftop into a theatrical stage.
The Bigger Picture
Experiential pop-ups aim to engage customers as active players in a brand's story, following a shared design template. Brands create leisure and discovery environments for their customers by selecting sun-soaked locations, such as the Mediterranean coast or Dubai's skyline. This is a strategic pivot:
Immersive Engagement: Guests experience brand-curated worlds rather than just browsing racks.
Social Currency: Every branded floatie, sunbed, and unique canapé is a piece of content ready for sharing.
Emotional Connection: Memorable situations, such as sipping a Gancini Spritz by the sea or streaming Meta glasses mid-dip, lead to long-term brand loyalty.
Lifestyle Integration: By incorporating fashion into leisure activities, brands establish a presence in consumers' daily lives that extends beyond wardrobes and runways.
As the Middle East continues to reimagine its luxury landscape, expect more labels to chart beach?bound excursions. After all, in a world where experiences reign supreme, the ultimate accessory isn’t just a handbag or a pair of glasses—it’s a story that unfolds against crashing waves, golden sunsets, and the promise of something extraordinary.
Dr. Mayanka Lodha...
Dr. Pratik Thacker
