Jacquemus returned to Monte-Carlo Beach for a second summer, and the return is the most significant thing about it. One season is a collaboration. Two seasons is the beginning of a tradition. The banana yellow gave way to mint blue, coconut white and graphic black. The palette changed; the commitment deepened. This is what a brand ritual looks like in formation, and the most durable brand associations are never built in a single season.

ALO has arrived on the French Riviera with a fully immersive wellness takeover spanning beach clubs, luxury hospitality, movement experiences and a private yacht club at sea. From Cannes to Saint-Tropez, the brand blends fashion, travel and recovery into one seamless lifestyle world. More than a physical activation, it signals how modern luxury brands are creating emotional ecosystems consumers can step inside, experience and share.

Burberry turns Hôtel Belles Rives into a fully immersive summer narrative, where heritage, place and product converge. By reworking its signature check in Riviera blue and embedding it across the entire environment, the brand creates a seamless world that feels both native and distinct. More than a takeover, it becomes a lived experience, one that positions hospitality, culture and setting as essential tools for modern luxury storytelling.