With consumer appetite for travel steadily returning to pre-pandemic levels, luxury brands are hosting seasonal resort pop-ups that bridge the gap between retail experience and relaxing holiday atmosphere.
Figures from the World Tourism Organization show that international arrivals reached 80% of pre-pandemic levels in the first quarter of 2023, with an estimated 235 million tourists travelling – more than double the number in the same period from the previous year.
Luxury brands are meeting this pent-up demand for travel head on, with immersive retail destinations that meet customers on their travels and become a part of the trip. Pop-ups combine leisure and retail, going beyond shopping in many instances and transforming brands into lifestyle pillars.
The Mediterranean plays an important role in the aesthetic and character of many of these spaces, with a ‘riviera’ theme present at many summer pop-ups. With these activations, brands are encouraging consumers to embrace a slower pace of life – presenting welcome moments of respite from the hectic and uncertain pace of everyday life. It’s about creating a sense of calm and escape, allowing each brand to sit comfortably in the context of a holiday and be a welcome presence rather than an intrusion. Celebrating the summer time and freedom to travel, these pop-ups are designed to inject an element of fun back into retail.
JACQUEMUS
This summer, Jacquemus – the luxury brand best known for its tiny handbags – launched a temporary pop-up on the waterfront in Portofino, Italy. Customers are invited to relax on deckchairs on the harbourside, or to browse the brand’s accessories and apparel inside the store. A pair of lemon trees flank the doors and complement the muted colour palette used for the interior design. The pop-up is simple yet elegant, perfectly blending with its Mediterranean environment and lending the brand an air of effortless and calm sophistication.
DIOR
Dior is going beyond commerce this summer, presenting itself as a fully rounded lifestyle brand with a series of seasonal pop-ups celebrating its 2023 summer capsule collection, Dioriviera. The brand has set up shop next to the pool at the Beverly Hills Hotel, hosting a spa and boutique concept under the palm trees. Sun loungers and Mediterranean-style beach cabanas complete the resort feel of the tastefully decorated pink facade. Dior also took over the Tanjong Beach Club in Singapore, opting for a delicate toile du jouy print in blue and white for the beachfront pop-up. At both locations, visitors can browse the capsule collection and find playful exclusive items including yoga mats and table tennis paddles.
CHANEL
Chanel opened a new seasonal boutique in Nammos Village, on the Greek island of Mykonos. Set overlooking the sea, the whitewashed stone building is in keeping with the traditional architecture of the region, while the interior brings a more modern feel. Inside, customers can browse through the brand’s fragrance and cosmetics ranges, as well as an exclusive selection of eyewear. Boasting two terraces and surrounded by planting and trees that provide shade for visitors, the pop-up leans into a slower pace and relaxed Mediterranean village life.
LOUIS VUITTON
Louis Vuitton opts for a different approach, serving customers during their journey rather than at the destination with its first branded lounge at Hamad International Airport in Doha, Qatar. Created together with Qatar Airways and Michelin-starred chef Yannick Alléno, the space shows the brand expanding its concept of luxury into hospitality. Aiming to elevate the entire experience of an airport lounge, the space features mosaic floors and designer furniture. The entrance is surrounded by lush greenery that evokes the jungle and whisks visitors away from the functional and unglamorous airport environment into a luxurious and welcoming clubhouse.
GUCCI
For summer 2023, Gucci is putting its stamp on Loulou Ramatuelle, an exclusive beach club in the Côte d’Azur resort of Saint-Tropez. The brand’s logo appears across beach towels, parasols, cabanas and lounge pillows, and guests can enjoy a menu and cocktails created by Giardino 25, Gucci’s Florence-based restaurant. A pop-up shop on site offers a range of exclusive special edition Saint-Tropez merchandise including T-shirts, sun dresses, handbags and slides. The brand also reopened a renovated boutique near the port.
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