From Burberry and Dior to Jacquemus and Missoni, these are all the branded takeovers you need to know about in 2026.
As heatwaves grip western Europe, all we’re thinking about right now is lying next to a pool (preferably with a cocktail in one hand and a book in the other).
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Not satisfied with the local lido, and looking for something a little special this summer? Then you might just want to check out one of these designer beach club pop-ups in Europe.
Brands like Burberry, Gucci and Dior have all been taking over trendy destinations and putting their own spin on the sunbeds and umbrellas for several years now, and this is where they’re headed in 2026.
Burberry at One&Only Aesthesis, Greece
The best of British is heading to the Athenian Riviera this summer with a Burberry pop-up at One&Only Aesthesis.
The legendary Burberry House Check has been given a fresh (and exclusive) colourway for the occasion, which will appear across the resort’s loungers and umbrellas as well as its golf buggies and bicycles.
There’s even an ice cream cart pop-up, and the tennis and padel courts have Burberry branding, too.
The new look will be around until the end of October, and guests staying at the resort can book a private appointment at Burberry’s Athens boutique as part of the experience.
Jacquemus at Mandarin Oriental, Bodrum, Türkiye
French fashion label Jacquemus is taking over the Blue Beach at Mandarin Oriental, Bodrum with bold striped loungers and towels this summer season until October.
The brand will have personalised backgammon, paddle boards, beach paddle and buggy rides as part of the pop-up, which also includes a 98 square metre boutique.
Gucci at La Rose des Vents, Monaco
It's 60 years since the creation of Gucci’s iconic Flora motif, and to celebrate the occasion, the brand is returning to the place where it all began.
Originally designed by Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco, the print was first produced on a silk scarf.
From May until October, guests at La Rose des Vents Monte-Carlo will see it adorn loungers and umbrellas as part of a pop-up at the restaurant and beach.
Beachgoers will also be able to shop an exclusive collection of ready-to-wear pieces and accessories in shades of red only available at its Monte-Carlo boutique.
Missoni at OKU Ibiza, Spain
Italian fashion house Missoni is returning to OKU Ibiza for a second summer.
Taking over the hotel’s 50-metre swimming pool, there are Missoni-branded sunbeds, towels and sofas in shades of deep blue, ocean turquoise and emerald green, with each shade chosen as a reflection of Ibiza’s seascape.
Dior at D Maris Bay, Türkiye
Jonathan Anderson took the reins as Dior’s creative director last year, with his inaugural collection at the fashion house being Spring/Summer 2026.
To mark the occasion, Dior unveiled its Riviera Project at D Maris Bay in Türkiye.
The takeover has seen the bottom of the hotel’s pool emblazoned with the word Dior, with several deck chairs and pool floaties also bearing the brand’s name.
Dolce & Gabbana at Cala di Volpe, a Luxury Collection Hotel, Italy
This summer Dolce & Gabbana are taking over Cala di Volpe, a Luxury Collection Hotel in Sardinia.
The brand’s Maiolica Gialla print has been reconceived in a yellow iteration that is meant to “evoke the sun-drenched landscapes of southern Italy”.
There are decorated cabanas and hand-painted vases throughout, while the pop-up store offers an exclusive selection of clothing and accessories for the season.
