TORY BURCH AND NIKKI BEACH SAINT TROPEZ PARTNER FOR EXCLUSIVE SUMMER ACTIVATION (France)
The collaboration will run from July through September, featuring a pop-up shop, branded daybeds & cabanas on the beach, oversized beach games, and a branded bar inspired by the designer's summer capsule collection. |
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TORY BURCH AND NIKKI BEACH SAINT TROPEZ PARTNER FOR EXCLUSIVE SUMMER ACTIVATION (France)
The collaboration will run from July through September, featuring a pop-up shop, branded daybeds & cabanas on the beach, oversized beach games, and a branded bar inspired by the designer's summer capsule collection. |
Category: Europe - France - Industry economy
- Tourism
This is a press release selected by our editorial committee and published online for free on 2024-07-19
 Tory Burch X Nikki Beach Saint-Tropez
Photo credit © Tory Burch
This unique activation will run from July 16 through the end of the summer season, showcasing Tory Burch's new summer capsule collection which features colors that evoke the sand and sea and a vintage-inspired zebra motif.
Rather than a traditional beach club takeover, this activation will sit outside the beach club’s pool area, creating an exciting new section with 20 additional daybeds on the beach. In this area, the daybeds and cabanas will feature the Tory Burch prints and patterns on bed covers, pillows, and umbrellas.
The bar, wrapped in the distinctive zebra print, will serve a curated selection of mocktails, wine, and healthy drinks. Guests can also enjoy oversized beach games such as Match 4 and House of Blocks, as well as the traditional French game of pétanque.
A cobranded mini Moke will be seen driving around Saint Tropez, enhancing the activation’s visibility and charm.
Guests will also have the opportunity to explore a pop-up Tory Burch shop offering an array of shoppable items, including elegant caftans, stylish swimwear, Tory’s signature tunics, classic leather slides, and the iconic T Monogram handbag collection now available in lightweight raffia.
“This collaboration beautifully blends the elegance and sophistication of Tory Burch’s designs with the vibrant and luxurious atmosphere of Nikki Beach, offering our guests a unique and unforgettable experience,” said Celia Gumbau-Serra, President of Beach Clubs & Restaurants for Nikki Beach Hospitality Group.
“Fashion is one of our core pillars at Nikki Beach, and we are passionate about integrating it into our summer programming annually, through pop-up shops and innovative activations across our locations. We’re excited to see how our guests embrace this exceptional fusion of style and barefoot luxury.”
Bookings for the Tory Burch activation are on a walk-in basis only, starting on July 16th. Daybeds can accommodate groups of 2-4, while cabanas with sofa seating are perfect for larger groups.
The activation will be available during standard business hours through the end of the season, ensuring an unforgettable summer experience.
About Tory Burch
Tory Burch launched her American luxury lifestyle brand in 2004. Her aesthetic is anchored in the relaxed elegance of American sportswear, known for its craftsmanship and quality. The collections include ready-to-wear, handbags, footwear, accessories, jewelry, home, and beauty.
Empowering women is Tory’s guiding principle, expressed through her collections and her work at the Tory Burch Foundation. Established in 2009, the Foundation provides women entrepreneurs in the United States with capital, education, and community.
About Nikki Beach Hospitality Group
Established by entrepreneurs Jack and Lucia Penrod, Nikki Beach Hospitality Group epitomizes barefoot luxury hospitality, curating transformative lifestyle experiences through its collection of Nikki Beach properties including 11 iconic beach clubs, five resorts, residences, dining concepts, and pop-ups as well as the group’s new restaurant concept, Lucia. Located in some of the world’s most sought-after travel destinations worldwide, Nikki Beach is recognized among the world's best beach clubs and resorts. Nikki Beach stands as a global haven for unforgettable moments, seamlessly blending music, dining, entertainment, fashion, film, and art to create unparalleled celebrations. Beyond travel experiences, Nikki Beach extends its reach with a lifestyle division, featuring boutiques and an e-commerce shop. In 2024, the brand introduced Lucia Cannes, a groundbreaking restaurant and beach concept within the Nikki Beach Hospitality Group portfolio. Lucia promises to redefine culinary excellence and immersive dining, blending Cuisine du Soleil with vibrant, seasonally changing decor. Across the brand's expanding endeavors, Nikki Beach Hospitality Group continues to set new benchmarks in crafting luxury travel and lifestyle experiences.
 Tory Burch X Nikki Beach Saint-Tropez
Photo credit © Tory Burch
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