All of the Luxury Brand Pop-Ups to Visit for Summer 2024

Fueled by the post-pandemic travel boom and a desire for unforgettable experiences, tourists are flocking to Europe, with spending up nearly 26% year-on-year. Luxury brands are seizing this opportunity to connect with vacationers directly at their leisure destinations. This summer witnesses an expansion of the branded beach club phenomenon seen in 2023. Beach clubs are becoming the hottest pop-up format, capitalizing on the desire for luxurious escapes and picture-perfect moments. The meticulously curated clubs designed with branded deck chairs, private cabanas, and exclusive collections make for the ultimate Instagram or TikTok story.

Scroll down for a complete directory of 2024 branded summer activations listed in alphabetical order with pictures. We’ll be updating this list regularly, so be sure to check back for more.

Destinations:

Bodrum, Turkey: This alluring Turkish destination is attracting luxury brands with its beautiful coastline and upscale visitors. Look for pop-ups or installations from Dior, Louis Vuitton, and Loro Piana.

Sanya, China: Luxury brands are setting their sights on China's booming domestic travel market. Louis Vuitton launched a poolside takeover at Banyan Tree Macau, while Dior brought its Dioriviera collection back to Sanya, offering branded poolside experiences and tapping into the growing popularity of Chinese beach destinations.

Saint-Tropez, France: The French Riviera hotspot will see an increase in visitors due to the Paris Olympics. Expect to see brands like Dior, Louis Vuitton, and Jacquemus.

Mykonos, Greece: A popular choice with a growing reputation, Mykonos will attract brands like Cult Gaia and Tommy Hilfiger, who's opening a permanent store with an outdoor lounge.

Amalfi Coast, Italy: A haven for luxury brands, the Amalfi Coast is welcoming back established names like Gucci and Dior. Improved accessibility with the newly renovated Salerno Airport will likely fuel further growth.

Summer Pop-Ups:

Alberta Ferretti: Celebrating the 60th anniversary of the Gran Melia De Mar hotel, the Italian label found residence in the Bombon pool club in Mallorca.

Balmain: The Pridwin Hotel & Cottages in the Hamptons hosts a pop-up boutique featuring iconic pieces from Balmain.

Cult Gaia: Launching pop-ups in Saint-Tropez and Mykonos through October catering to vacationing customers.

Diesel: In partnership with Italian fashion retailer Spinnaker, Diesel hosts their first-ever beach club Baba Beach club in Alassio at the Ligurian seaside resort until the end of September.

Dior: Expanding its summer reach with seven Dioriviera pop-ups in locations like Nice, Dubai, and Turkey, a Beverly Hills Hotel takeover featuring a Dior Spa experience, and new permanent boutiques in Athens and Puerto Banús, complemented by temporary stores in Mykonos and Capri.

Dolce & Gabbana: Returned to Saint-Tropez, at the Casa Amor club on Pampelonne Beach and restaurant emulating the label's Sicilian roots for the summer.

Farm Rio: Hosting a pop-up at Loulou in Saint-Tropez until September showcasing a selection of Farm Rio’s Summer 2024 collection, including exclusive items to the pop-up.

Givenchy: Presenting their new Plage collection in collaboration with luxury beach club Nikki Beach Pop-Up Lounge & Bar in Sardinia, Italy until September 8th.

Gucci: Launched its Gucci Lido Summer 2024 collection with a pop-up at the fashion-favorite Il Pellicano hotel in Tuscany, attracting influencers like Camille Charriere and Clara Cornet. Also refreshed its Hamptons store with a coastal theme, featuring ocean-inspired floors and stylish beachwear.

Guess: Following up pop-ups at European beach clubs and ski resorts the brand unveiled its next #DestinationGuess at the Botlierskop Private Game Reserve in South Africa in partnership with eyewear specialists Marcolin.

Jacquemus: Celebrating its 15th anniversary by transforming Capri into a summer destination with pop-up a boutique, a beach club, and a restaurant opening.

Khaite: New York brand favored by celebrities like Kendall Jenner debuts a pop-up shop in the Hamptons.

Lacoste: Opened a pop-up in La Marina, Ibiza, blending shop and bar until October 31st, creating a hangout destination for shoppers.

Loro Piana: Takes over La Réserve à la Plage on Pampelonne Beach in Saint-Tropez for the season. The collaboration features Loro Piana motifs and colors adorning furniture, umbrellas, sunbeds, and cushions, alongside a curated selection of resort wear from their 2024 collection.

Louis Vuitton: Returning with its summer collection, LV By The Pool, in Saint-Tropez. This capsule brings a touch of exotic vacation vibes to everyday wear, alongside their pop-up restaurant open until October 8th.

Luisa Spagnoli: Hosting a pop-up, decorated with their signature yellow, at the iconic Capri beach club Da Luigi ai Faraglioni while also opening a temporary store at La Canzone del Mare, another beach club on the island - featuring the latest capsule collection with swimwear brand Reina Olga.

Michael Kors: Kicked off summer with "Club Kors Miami," a pop-up experience at Joia Beach coinciding with the Miami Grand Prix. This first iteration of Club Kors hints at a series planned for various global locations.

Miu Miu: Joined the Cannes festivities with a luxurious Summer Club experience at Plage L'Ecrin, co-hosted by Cara Delevingne. The event coincided with the Cannes Film Festival and Formula 1 Monaco Grand Prix.

Mytheresa: In collaboration with Flamingo Estate and Porsche, "Summer Railroad Racetrack' is an immersive, luxury-curated experience across from the East Hampton railway station for the summer.

Pollini: Taking over Café del Lago in La Savina, Formentera, for the summer.

Prada: Unveiled a new look and summer collection at its East Hampton boutique on 2 Newton Lane while opening a pop-up space in inside Gianni Peroni's Es More store on the Balearic island of Formentera featuring the 2024 edition of the Prada May line.

Staud & Staud Sea: Celebrity-favorite LA brand Staud opens alongside its first-ever swimsuit store Staud Sea in the Hamptons, offering colorful swimwear and resortwear.

The Row: Opening a new boutique in the Hamptons.

Tommy Hilfiger: Opening a new permanent store with an outdoor lounge in Mykonos.

Tory Burch: Hosting a summer beach club activation in Nikki Beach, Saint Tropez with product from the brand's summer capsule collection from July 16th to the season's end.

Off-White: Has returned to the popular Ibiza beach club Cala Jondal, famous for activities like table tennis until August 31.

Read More: Where to Shop in the Hamptons, Formula One: Not so Quiet Luxury, Trending Travel: Do you Coolcation?, Staycations Get a Luxe Upgrade with Glamping’s Rise

References: Marie Claire UK, WWD, Vogue Business

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