Summer Destinations for Fashion Enthusiasts: Discover Eight Notable Pop-Ups in Capri, Monte-Carlo, St Tropez, and Somerset
Luxury Fashion Brands Transform Mediterranean Resorts for Summer 2022
In summer 2022, several high-end fashion brands, such as Dior, Louis Vuitton, Burberry, and Dolce & Gabbana, embarked on notable collaborations and pop-ups at prestigious summer destinations, primarily in the Mediterranean region.
Dior hosted its annual Dioriviera pop-up at Il Riccio beach club in Capri, Italy, marking the fifth consecutive year of the event. The beach club and cabanas were adorned with Dior's signature toile de Jouy prints, along with a dedicated Dior boutique offering limited-edition pieces specific to the location. This immersive experience combined retail with atmosphere, celebrating Dior's summer collection surrounded by iconic landmarks like the Blue Grotto.
Louis Vuitton and Burberry also took over hotel beach clubs and resort spaces in iconic European vacation spots, setting up temporary retail spaces and creating immersive brand environments. These pop-ups enabled visitors to engage with their summer collections and exclusive offers in a luxurious holiday setting.
Dolce & Gabbana conducted a branded takeover at the Four Seasons San Domenico Palace in Taormina, Sicily. Their presence was visible in every detail, from lounge linens and umbrellas to floats and ceramic planters, all featuring a distinctive cobalt-blue floral motif inspired by Mediterranean ceramics. Many of these items were available for purchase directly from the hotel, blending lifestyle with fashion in a highly photogenic setting ideal for social media.
While brands like Jacquemus, Connolly, and Missoni do not appear explicitly documented in the 2022 summer pop-ups and collaborations within the provided search results, these brands often participate in seasonal collaborations and might have had parallel initiatives not covered here.
These luxury brand pop-ups at prime summer destinations are part of a growing trend for fashion houses to engage consumers with immersive, location-specific experiences rather than only traditional retail. This strategy leverages iconic locales and social-media-friendly atmospheres to enhance brand visibility during peak holiday seasons.
In summary, for summer 2022:
| Brand | Location | Description | |---------------------|----------------------------------|--------------------------------------------------------------------------------------| | Dior | Il Riccio beach club, Capri | Dioriviera pop-up, beach club takeover with limited-edition prints & boutique | | Louis Vuitton | Various European beach clubs | Temporary retail and immersive brand experiences at exclusive resorts | | Burberry | Various European beach clubs | Temporary pop-up stores with immersive brand settings | | Dolce & Gabbana | Four Seasons San Domenico, Sicily | Full resort branded takeover including furniture, towels, floats with Mediterranean floral motifs | | Jacquemus, Connolly, Missoni | Not documented in 2022 pop-ups | No major pop-ups or collaborations found in provided results |
These pop-ups underline how luxury brands used summer 2022 to blend vacation atmospheres with exclusive fashion retail, creating a multisensory brand presence beyond traditional storefronts.
For more detailed events or smaller-scale collaborations of these or other brands in 2022, feel free to ask!
Simon Porte, founder and designer of Jacquemus, has styled the eponymous Beach Club's pier and Pool Café in his signature color palette.
La DoubleJ has previously collaborated with Passalacqua hotel in Lake Como, Italy, on its communal poolside space and informal restaurant.
Louis Vuitton has a pop-up gelateria in Forte dei Marmi, Tuscany, Italy.
In the summer of 2022, the fashion-and-beauty brand Jacquemus styled the beach club pier and Pool Café in its signature color palette, mirroring the trend seen in other luxury brands that transformed Mediterranean resorts as part of their lifestyle offerings.
Meanwhile, interior design brand La DoubleJ collaborated with Passalacqua hotel in Lake Como, Italy, creating an immersive brand environment by redesigning the communal poolside space and informal restaurant, merging fashion-and-beauty with travel experiences.
On the other hand, Louis Vuitton expanded its presence beyond fashion by opening a pop-up gelateria in Forte dei Marmi, Tuscany, Italy, combining fashion with travel experiences through culinary offerings.
