Lacoste turns a rooftop pool into a tennis court you can swim in. Its Mondrian Seoul takeover lifts "Tennis Court by the Beach" off the campaign page, covering sunbeds and parasols in the brand's exact clay-court colour. Rather than build a pop-up, Lacoste borrowed an existing leisure ritual, an afternoon people were already going to spend poolside, and made sure it happened inside the brand's own colours.

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