ALO isn't opening stores on the Mediterranean, it's opening a way of life. With new resort takeovers at GiGi Saint-Tropez and GiGi Bodrum, the wellness brand pairs sunbeds and juice bars with sound baths and seaside yoga, turning studio-to-street style into a full coastal ritual. It's a smarter model than the flagship stunt: presence, repeated, until it starts to feel like belonging.

Paul Smith's residency at Sunset Beach Hotel proves that the most memorable brand experiences don't feel like retail at all. By transforming a beloved coastal retreat with British nostalgia, playful design and thoughtful interventions, the brand turns hospitality into storytelling. More than a takeover, it's an invitation to step inside the Paul Smith world, where every deck chair, board game and hidden detail reinforces the power of place, personality and slowing down.

Burberry's takeover of One&Only Aesthesis doesn't put its iconic House Check on a clothing rail, it recolours the pattern turquoise and weaves it into the pool, the gardens, the tennis courts, and the entire rhythm of a Greek summer. The check becomes cartography rather than branding. Backed by branded boats, pre-arrival styling sessions, and a genuine 1930s beachwear heritage, this is a masterclass in contributing atmosphere to a destination, not just borrowing its glamour.

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.

Beauty brands are increasingly stepping beyond the store and into fully immersive lifestyle spaces, and Sephora Summer Club is a standout example of why. Set across luxury hotel destinations in Brooklyn and the Florida Keys, the activation blends pool culture, wellness, hospitality and beauty discovery into one seamless experience. From SPF stations and beauty libraries to branded cocktails and yoga sessions, Sephora creates a physical world designed around emotion, escapism

High above the Cannes Film Festival, Dior redefines backstage as a fully immersive brand world. Set within Hôtel Barrière Le Majestic, the suite blends scenography, wellness and beauty into a seamless experience. More than preparation, it’s a cultural ecosystem where atmosphere replaces advertising and every detail deepens the narrative of modern luxury.

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.

YSL Beauty reimagines retail with its LoveNude Hotel, transforming beauty discovery into a fully immersive journey. Guests check in, move through curated rooms, and engage with products via personalised rituals and sensory storytelling. From mist-filled spaces to bespoke makeup sessions, every touchpoint builds narrative depth. The result is a seamless blend of product, place, and emotion, redefining how beauty is experienced.

Louis Vuitton’s Hotel at 28 Berkeley Square is a masterclass in hospitality-led retail. To mark the Monogram’s 130th year, the Mayfair townhouse transforms heritage into a multi-sensory journey. From the Keepall Lobby’s repair concierge to the playful Neverfull Gym and Bar Noé’s subterranean intimacy, the activation trades transactional shopping for spatial storytelling. By prioritising dwell time and emotional resonance, LV proves that in 2026, luxury is no longer seen, it i

Louis Vuitton’s "Hotel Bangkok" is a masterclass in performative heritage. To mark 130 years of the Monogram, the Maison transformed a 1920s residence into a cinematic journey through its most iconic bags. From a "Neverfull Gym" to a "Noé Bar," the experience reimagines luxury as a place of passage rather than a static product. By blending archival storytelling with the atmospheric grit of a heritage site, LV proves that true icons don’t just endure, they travel.

Louis Vuitton’s refreshed Seoul Dosan flagship reimagines retail as a hotel-inspired journey rooted in the House’s art of travel. Across three floors, iconic Monogram bags are curated through concierge, lounge and lifestyle settings, blending heritage, hospitality and storytelling. It’s a powerful example of how luxury flagships are evolving from stores into immersive brand destinations, where legacy codes are experienced, not just displayed.

The Ritz Paris turns Place Vendôme into a festive world of nostalgia and storytelling. Centred on its mascot César, the pop-up blends craft, emotion, gourmet moments, and collectible design. From the six-meter bear-trimmed tree to the giant teddy and holiday boutique, it’s a masterclass in emotional branding, connecting hospitality, retail, and culture through immersive, multi-sensory experience.

The Plaza x Lacoste transforms afternoon tea into a tennis-inspired brand experience at the Palm Court. Vintage racquets, playful menus, and Lacoste-green details blend heritage with storytelling, turning tradition into theatre.

SDD24/27_03: Burberry is offering an immersive experience at The Landmark's MO Bar to celebrate its new Rocking Horse bag, designed by Chief Creative Officer Daniel Lee. The MO Bar takeover features Knight Blue furniture and neon installations of the iconic Equestrian Knight Design from 1901. Guests can enjoy traditional British dishes, such as toad in the hole and fish and chips, and generate customised QR codes for gifts from the Burberry Landmark store vending machine, inc

SDD24/26_05: Experience the unique charm of Gucci at The Maidstone Hotel. A custom sea blue Airstream, embodying the essence of the House’s Gucci Lido collection, provides complimentary fresh hot and iced coffees to-go, creating an unforgettable and stylish brand interaction. Pictures courtesy of various via Instagram.

SDD24/26_01: Dolce & Gabbana has returned to La Cabane Marbella Beach Club, infusing the Costa del Sol with classic Mediterranean charm through their iconic Blu Mediterraneo print. This exclusive experience features a pop-up store offering selected items and a dedicated room showcasing the culinary masterpieces of three Michelin-starred chef Dani García. Pictures courtesy of Dolce & Gabbana.

SDD24/24_03: Jacquemus has teamed up with Four Seasons to offer an unparalleled summer experience at The Ocean Club, A Four Seasons Resort in the Bahamas. This collaboration brings the Jacquemus world of "pop luxury" to the iconic resort, a favourite of the international jet set since the 1960s. Guests can explore a transformed Carlo boutique, featuring selections from Jacquemus' Spring-Summer Ready to Wear Collection, initially unveiled at La Fondation Maeght in France. Addi

SDD24/09_02: Discover the epitome of luxury at The Michael Kors Beach Club with an exclusive two-week poolside takeover at The 305 Dubai....

SDD24/08_03: Atlantis The Royal, located on the iconic Palm Jumeirah, is celebrating its first anniversary in style by teaming up with...

SDD47_06: Chanel Christmas Exterior Installation, The Peninsula Hotel Hong Kong.

SDD28_03: Nespresso 'Tasteful Summer' Pool Bar Pop-Up, Banyan Tree Club & Spa Seoul South Korea.

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