This summer, an abundance of fashion pop-ups has emerged in iconic beach destinations like Montauk, Italy, Spain, and Greece. Inspired by Americana, 1970s glamour, and coastal elegance, these stylish takeovers are quickly becoming a staple of the season.
Longchamp and Missoni mark their debut in the hospitality space, offering fresh potential for future creative expansion. Italy remains a favorite, with activation spots now lining the coastline, not just the southern tip. Prada is reshaping the way we think about branding, inviting the public to become part of its evolving narrative.
The Montauk Yacht Club is home to two standout experiences this summer. Sisley’s spa cabana offers a serene space for reflection and rejuvenating facials, while Ocean Club’s open-air restaurant delivers stunning seafood in an unforgettable setting.
Across the country, design studio Fettle has launched Bar Issi in Palm Springs. Set against the iconic mountain range, the space evokes 1970s Italian glamor with a uniquely American twist. Its interiors blend whimsy, sophistication, and comfort—bringing together the nostalgic and the new in one seamless vision. Fashion, hospitality, and design are more intertwined than ever, offering immersive experiences in every corner of the summer map.
Sisley Paris x Montauk Yacht Club
Montauk, New York
Courtesy of Sisley Paris.
Courtesy of Sisley Paris.
At the start of the summer, Sisley Paris unveiled a seasonal spa at the iconic Montauk Yacht Club, offering a tranquil retreat from Memorial Day to Labor Day. Nestled on 16 acres along the marina, this historic Hamptons property now hosts a dual-level Sisley cabana. Guests are invited to relax on the upper deck with panoramic water views, perfect for unwinding before or after a treatment. Inside, two peaceful treatment rooms offer the brand’s luxurious, results-driven facials.
Beyond the spa, a Sisley boutique features its latest skincare innovations, cult-favorite beauty staples, and haircare essentials. The waterfront setting adds to the immersive wellness experience, with the soothing motion of the sea enhancing each moment of stillness.
The collaboration bridges French elegance with coastal Americana, offering a seasonal sanctuary that elevates selfcare. Whether you’re visiting or staying onsite, this is a must visit for those craving rejuvenation. Sisley Paris at Montauk Yacht Club captures the essence of seaside indulgence, refined, restorative, and unmistakably chic.
Book your treatment at Sisley Paris at Montauk Yacht Club
Ocean Club x Montauk Yacht Club
Montauk, New York
Courtesy of Montauk Yacht Club.
Ocean Club returns to Montauk Yacht Club this summer following an extensive eight month renovation led by Chef Jarad McCarroll. Now fully operational, the waterfront restaurant features the largest open kitchen in the Hamptons, giving diners a front row seat to the culinary craft in motion.
Building on last year’s successful soft launch, Ocean Club brings back favorites like margherita pizza, cacio e pepe, and the signature “OC” bread with olive oil. New lunch offerings include steak sandwiches, burgers, and fish and chips, while dinner showcases elevated seaside fare like lobster pasta, lobster Caesar, and salmon with elderflower beurre blanc. Morning visitors can enjoy fresh pastries, avocado toast, and poached eggs.
McCarroll emphasizes the energy of an open kitchen, making each meal a shared experience between chef and guest. Ocean Club fuses elevated cuisine with a relaxed coastal setting, creating a culinary destination that feels both fresh and familiar, perfect for everything from sunlit breakfasts to sunset dinners by the sea.
Reserve your table at Ocean Club at Montauk Yacht Club
Longchamp x Forte dei Marmi
Tuscany, Italy
Courtesy of Longchamp.
Longchamp brings its Parisian flair to Italy’s sun-soaked coast with the debut of the Longchamp Beach Club at Bagno Felice 1 in Forte dei Marmi. The beach is reimagined in the brand’s signature green, with umbrellas, chairs, towels—even backgammon boards—adorned in its iconic galloping horse motif.
Known for its vibrant nightlife and effortless dolce vita lifestyle, Forte dei Marmi sets the scene for Longchamp’s stylish seaside takeover. Guests can sip signature cocktails in the maison’s signature hue, enjoy live music, or simply relax under striped cabanas designed to evoke endless summer.
This marks the launch of Longchamp’s new beach club concept, with more international destinations to follow. A nearby boutique offers a limited edition Le Pliage Monde Forte dei Marmi bag in crisp white and green stripes, a fitting souvenir for the experience. Longchamp blends timeless French craftsmanship with Italian coastal charm, creating a whimsical, fashion forward beach destination that’s equal parts stylish and sun drenched.
Longchamp Beach Club at Bagno Felice 1 in Forte dei Marmi
Fettle x Bar Issi
Palm Springs, California
Courtesy of Fettle.
Inside the Thompson Hotel Palm Springs, London and LA-based design studio Fettle unveils Bar Issi, a playful, stylish new venue inspired by the carefree glamour of the 1970s Italian Riviera. The central bar anchors the lounge, restaurant, and terrace, featuring a striking recycled inset surface and glowing backlight visible from the hotel’s main lobby.
Sustainable materials take center stage, from eco-conscious Smile Plastics to patterned recycled fabrics. The interiors combine bold green and red hues, gold mohair ceilings, and pink green crocodile wallpaper to evoke whimsy and retro charm. Suspended glass chandeliers and mismatched timber furnishings complete the aesthetic.
Outside, the terrace features a mosaic tile floor that gives way to sweeping mountain views, ideal for golden-hour aperitifs. Bar Issi is a relaxed yet expressive gathering place, equally suited for locals and guests. With its sustainable ethos, playful personality, and thoughtful design, it reimagines hospitality as both an experience and a mood: stylish, social, and delightfully offbeat.
Book your table at Bar Issi
Prada x Capri
Capri, Italy
Courtesy of Prada.
Prada transforms fantasy into reality with an immersive Days of Summer 2025 activation along Capri’s secluded Punta Carena bay. For one week, ten traditional gozzo boats painted in soft pastels—pink, yellow, green, and blue—floated serenely in the bay, each marked with Prada’s emblem. A large blue Prada branded platform offered a stylish post swim perch, making for an unforgettable photo moment.
On shore, a playful pop-up featured limited edition ice cream and whimsical scoubidou kits, inviting visitors to braid personalized keychains by hand. The nautical theme and nostalgic details transported guests into a summer reverie that echoed Prada’s dreamy campaign.
Unlike traditional fashion activations, this ephemeral experience blurred the lines between advertising and leisure. It captured the essence of summer, fleeting, fantastical, and photogenic. Though it ended July 13th, it left behind an impression of sun drenched elegance and spontaneous joy. For one week, everyone in Punta Carena became part of the Prada story, living the brand’s signature blend of innovation, imagination, and refined escape.
Relive Prada at Punta Carena
Armani Beach Residences Ras Al Khaimah
Raha Island, United Arab Emirates
Courtesy of Armani.
This year marks a milestone for Giorgio Armani, 50 years of fashion and 25 years of Armani/Casa, with the launch of the Armani Beach Residences on Raha Island in Ras Al Khaimah. Inspired by the designer’s own home, these villas and apartments embody sophisticated minimalism, setting new standards for luxury coastal living in the UAE.
Nestled within Mina Al Arab, the residences offer uninterrupted views of the Arabian Gulf, direct beach access, and exclusive membership to a private beach club. Residents can enjoy curated events, concierge services, and unique lifestyle privileges, all reflecting Armani’s understated elegance.
Beyond the residences, Ras Al Khaimah, known as the nature capital of the Emirates, offers scenic mountain landscapes and diverse wildlife, from dolphins to flamingos. The development fuses modern design with serene surroundings, creating an environment that is both cosmopolitan and calming. With this launch, Armani extends its design philosophy beyond fashion, crafting spaces that are not just lived in, but felt.
Learn more about Armani Beach Residences Ras Al Khaimah
Missoni x Cali Mykonos
Mykonos, Greece
Courtesy of Missoni.
Missoni debuts its first Missoni Resort Club in Greece with a vibrant takeover of Cali Mykonos, a boutique hotel situated on the island’s eastern coast. The collaboration infuses the hotel’s private beach and pool areas with Missoni’s signature blue patterns, adorning sunbeds, umbrellas, and poufs, all seamlessly blending into the Aegean landscape.
Just above the beach, a 130-meter infinity pool offers guests tranquil views of the sea and surrounding cliffs, reinforcing the resort’s atmosphere of understated luxury. A limited-edition Missoni tote is available at the boutique, ideal for a stylish day at sea.
This partnership marks a new chapter for Missoni, expanding from fashion into immersive lifestyle experiences. With its bold hues, fine fabrics, and attention to design, the collaboration is both a nod to Missoni’s heritage and a modern take on resort luxury. It’s fashion you can feel woven into every moment of sun, sea, and serenity at Cali Mykonos.
Spend a Day at Missoni Resort Club in Greece
EDITION x El Silencio
Ibiza, Spain
Courtesy of El Silencio.
From August 15th to 31st, EDITION brings its global lifestyle brand to the Balearic Islands with a summer takeover of El Silencio’s pool deck in Ibiza. Nestled next to Cala Moli, this two-week activation offers guests a retreat steeped in wellness, design, and curated culture.
Guests can enjoy guided meditation, breathwork, and yoga sessions paired with nutrient-rich juices, herbal tonics, and serene surroundings. The space, lush with greenery and accented by Le Labo amenities, invites slow living and conscious connection.
Throughout the activation, EDITION will host sensory workshops, artist collaborations, and sunset sails aboard an eco-catamaran. Branded towels, cushions, and pool floats create a refined yet relaxed beach atmosphere.
The poolside restaurant features a menu inspired by EDITION’s global culinary portfolio, including Ceviche la Docena from Riviera Maya and a classic Greek Salad from Miami Beach. The partnership reflects a shared commitment to wellness-driven hospitality, where thoughtful luxury meets cultural immersion, and every day feels like a slow, golden sunset.
