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The weather is warming up, and brands and tourists alike are gearing up for Euro summer.
Fans of Jacquemus can head to Ibiza’s Cala Jondal to be fully immersed in the brand world: lounge on a polka-dot sunlounger; under a raffia or Jacquemus-branded parasol; dry off with a banana yellow Jacquemus towel; and stop by the pop-up shop for a Jacquemus “Banana Loca” tee or cap to take home as a memory of a very Jacquemus day by the Mediterranean Sea.
Joining Jacquemus along the European coastline are brands from Louis Vuitton to James Perse. Dior is staging a major European takeover, with nine Dioriviera boutiques and pop-ups. Dolce Gabbana are hosting seven pop-up stores and beach takeovers, including in two new locations: Ibiza and Forte dei Marmi.
Though fewer Americans are planning to travel this year than last (46 per cent, down from 53 per cent in 2024), international travel intent is on par with the year prior at 15 per cent, per Bankrate. Those who don’t intend to travel (65 per cent) cite affordability as a main reason. For those that can afford to make the trip abroad, adding a handbag — or a luxury dining or beach club experience — is likely on the cards. Plus, there are plenty of tourists that will travel from within Europe to nearby destinations for a quick dose of sunshine. These are the shoppers brands want to capture at this moment, as the majority (who are staying home) pull back their spend, spooked by price hikes, inflation and tariffs.
This year, brands are playing it safe with destinations they know work. “When it comes to summer pop-ups, there hasn’t been a dramatic shift this year. Luxury brands are largely staying the course, focusing on the tried-and-true resort hotspots — Capri, St Tropez, Mykonos, Ibiza — where their affluent clientele continue to gather season after season,” says Federica Levato, senior partner at Bain Co. On the rise, she flags Bodrum (Türkiye), Comporta (Portugal) and Montenegro as destinations catching the eyes of affluent travellers.
“With stunning new luxury resorts opening, [these] are quickly becoming fashionable getaways,” Levato says. “While most luxury brands haven’t fully arrived there yet, they’re definitely under the spotlight and may well be next on the map.” Below, here’s where brands are going across the continent.
Ibiza
Jacquemus is opening a temporary boutique and taking over the beach at Jondal beach club. Jacquemus revamped the beach club from the chairs to the banana yellow parasols. At the boutique, guests can buy the brand’s limited-edition summer collection, which consists of both men’s and women’s ready-to-wear.
Dates: Now to close of season
Dior is opening in Ibiza for the summer, with a pop-up featuring the brand’s Dioriviera collection. The maison first popped up on the White Isle back in 2019.
Dates: Now to close of season
The skincare and fragrance brand is hosting its first branded poolside experience at Hotel Malaquita. The partnership includes cocktails infused with the brand’s Dark Rum scent, as well as branded towels and signature SPF. Guests can buy a hotel stay or day pass to experience the pop-up.
Dates: Now to 26 June
Prada
Prada is popping up for the summer at Formentera’s Es More boutique, with a collection of women’s ready-to-wear, bags, footwear and accessories. Think lots of crochet and raffia, from totes to bucket hats, largely courtesy of the brand’s latest Days of Summer collection.
Dates: Now to close of season
St Tropez
Chanel is reopening its St Tropez boutique (which was redesigned last year by architect Peter Marino) for the season. The first floor is dedicated to the brand’s Spring/Summer 2025 ready-to-wear collection, Chanel Coco beach line and the 2024/25 Métiers d’Art collection. These will rotate throughout the summer.
Dates: Now to close of season
Bottega Veneta first opened its St Tropez boutique on Rue François Sibilli — and it is open for the summer season once again.
Dates: Now to close of season
The California cool brand is taking over St Tropez’s Indie Beach — where Jacquemus popped up last year — all summer long. It will feature a temporary James Perse shop and custom-designed staff uniforms for the season. James Perse will also offer a capsule collection available exclusively at the Indie Beach shop, which features reimagined James Perse essentials alongside other pieces like custom-designed surfboards.
Dates: Now to mid-September
Louis Vuitton is welcoming back chefs Arnaud Donckele Maxime Frédéric for the third consecutive year, to the White 1921 Hotel near Vuitton’s St Tropez store. The restaurant was awarded its first star by the Michelin Guide 2025. Dishes will be presented on the brand’s latest Constellation tableware collection.
Dates: Now to 30 September
Dolce Gabbana
D&G is once again taking over Casa Amor beach club.
Dates: June opening
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Dior
This summer, the brand is doubling down on the French Riviera, opening for the second year running at Cannes Nammos. Visitors to the beach club can shop for Dioriviera goodies, as well as products that may be sold out at the brand’s main Cannes (or St Tropez) outpost.
Dates: Now to close of season
Monaco
In April, the Italian brand opened its Monaco store, just steps from the waterfront and Monte-Carlo Casino. The space hosts a curated selection from Zegna’s Luxury Leisurewear collection.
Dates: Open now
The French brand is popping up in Monte-Carlo, at Monte-Carlo Société des Bains de Mer (Monte-Carlo Beach). The hotel’s pier is now a mix of banana yellow and black and white stripes, the latter a nod to Jacquemus’s latest ‘La Croisière’ collection. The Pool Café has been revamped by the brand, and there are also two Jacquemus boutiques available for guests to shop in.
Dates: Now to 7 October
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Italian coast
Capri, Portofino
Bottega Veneta is opening two seasonal boutiques in Capri for the summer period: one on Via Camerelle, the other on Via Serena. Capri is a small island, and the double opening is a show of confidence in the wealthy clientele set to visit. Further up the coast, Bottega is also opening its seasonal boutique in Portofino.
Dates: Now to close of season
Capri
Dior is heading back to Capri for the summer with its takeover of Il Riccio restaurant and beach club. Here, furniture, including deckchairs and parasols, is adorned with Dioriviera prints. Guests can shop, tan and dine.
Dates: 10 May to close of season
Capri
Armani opened a new boutique in Capri in May, in anticipation of this summer’s crowds. The store is located at 63 Via Camerelle. Capturing visitors is part of the impetus: the brand is returning to “the designer’s beloved island and international tourist destination”, per the release. (Armani’s earlier Capri boutique at 11 Via Camerelle closed years earlier.)
Dates: Open now
Taormina, Sicily
Louis Vuitton is continuing its culinary takeover with the reopening of Le Bar Louis Vuitton in Taormina, Sicily. The Louis Vuitton store, which, the brand says, will have a resort focus, has also reopened for the season. (The bar is on the roof.)
Dates: Now to November
Taormina, Sardinia and Portofino
The Italian brand is opening a pop-up store — with a capsule collection — at the San Domenico Palace, Taormina, as well as pop-ups at Portofino’s Le Carillon and Sardinia’s Hotel Cala di Volpe.
Dates: June opening
Capri and Portofino
Dates: 2 June until October (Capri); 17 April to mid-October (Portofino)
Portofino
Swarovski is partnering with Cracco Portofino Restaurant for the summer, with views overlooking the Gulf of Tigullio. Dishes will be served on porcelain tableware from the Swarovski x Rosenthal collection, designed by Giovanna Engelbert, in a range of pastel tones to match the tables and parasols.
Dates: Now to close of season
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Loewe
On top of its various Paula’s Ibiza pop-ups, Loewe has opened a new store in Lake Como ahead of summer 2025 in the city of Cernobbio. The store takes its lead from the brand’s ‘Casa Loewe’ concept with its art and furniture, and offers women’s and men’s ready-to-wear, bags, small leather goods, shoes, soft accessories and jewellery.
Dates: Open now
Mykonos
Bottega Veneta is opening in upscale luxury hub Nammos Village for the first time this summer.
Dates: Now to close of season
Loewe is taking over Nammos beach club for the summer, where the space will feature the latest tomato products.
Dates: Now to 5 October
Bodrum
Bottega Veneta’s seasonal store in Bodrum is back up and running for the season, located at the marina.
Dates: Now to close of season
Dior recently opened its Bodrum pop-up. But also in Türkiye, Dior is popping up at the D Maris hotel on the southwest’s nearby Datça Peninsula, signalling the brand’s confidence in visitors to Türkiye this summer.
Dates: 18 May (Bodrum); 25 April (D Maris)
Sportswear brand Alo opened in Bodrum, for the first time in the Mandarin Oriental. The pop-up follows Alo’s first store in Istanbul last year. There’s a custom Alo-branded coconut cart, as well as Alo-branded elements on the Mandarin Oriental’s beach menu. The resort will also host wellness activities with international Alo instructors including sunrise yoga, sound healing, meditation, Pilates, outdoor strength and conditioning workouts, and face yoga sessions.
Dates: Now to September
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Marbella
Bottega has also opened its seasonal boutique at Marbella’s Marbella Club (Grace Kelly’s favourite hotel on the southern coast). By popping up at an ultra-luxury hotel (in summertime, a room goes for over €2,000 a night), the brand is guaranteed to entice visitors that are able and keen to spend on vacation.
Dates: Now to close of season
Loewe is also popping up at Marbella Club, reopening its glasshouse boutique from last summer. This year, it’s filled with tomatoes, summery raffia bags, colour-blocked sandals and lots of sunnies.
Dates: Now to September
Cyprus
Loewe x Paula’s Ibiza
The brand’s Limassol pop-up has been open since mid-March, but will remain as such throughout the summer for those venturing beyond the typical Italian and French coastal hotspots.
Dates: Now to mid-October
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