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New Opening: Burberry Beach Club

Burberry x Hôtel Belles Rives
Luxury fashion’s ongoing relationship with hospitality continues to evolve, and this summer, Burberry unveils one of the season’s most refined coastal takeovers with the opening of the Burberry Beach Club at Hôtel Belles Rives in Antibes. Located along the legendary Côte d’Azur, the collaboration transforms the historic Art Deco property into an immersive Burberry world where British heritage meets Riviera glamour.
 
Set against the sparkling Mediterranean coastline of Cap d’Antibes, the iconic beach club and terraces of Hôtel Belles Rives have been entirely reimagined through Burberry’s contemporary visual identity under Creative Director Daniel Lee. The maison’s signature check appears throughout the property in a custom deep-blue interpretation inspired by the hotel’s historic Riviera palette, covering sun loungers, parasols, deck chairs, terraces, and even the property’s original 1920s elevator.
Luxury fashion’s ongoing relationship with hospitality continues to evolve, and this summer, Burberry unveils one of the season’s most refined coastal takeovers with the opening of the Burberry Beach Club at Hôtel Belles Rives in Antibes. Located along the legendary Côte d’Azur, the collaboration transforms the historic Art Deco property into an immersive Burberry world where British heritage meets Riviera glamour.
 
Set against the sparkling Mediterranean coastline of Cap d’Antibes, the iconic beach club and terraces of Hôtel Belles Rives have been entirely reimagined through Burberry’s contemporary visual identity under Creative Director Daniel Lee. The maison’s signature check appears throughout the property in a custom deep-blue interpretation inspired by the hotel’s historic Riviera palette, covering sun loungers, parasols, deck chairs, terraces, and even the property’s original 1920s elevator.
Hôtel Belles Rives
Hôtel Belles Rives

A Historic Riviera Icon Reimagined

More than simply a seasonal brand activation, the collaboration pays homage to the cultural legacy of Hôtel Belles Rives itself. Originally Villa Saint-Louis, the property famously became the residence of F. Scott Fitzgerald during the 1920s, where the author began writing Tender Is the Night while overlooking the Mediterranean. Throughout the decades, the hotel welcomed literary and artistic icons including Ernest Hemingway and Gertrude Stein, cementing its place within Riviera cultural history.
Burberry’s transformation carefully preserves this nostalgic atmosphere while introducing a contemporary luxury lens. The result feels cinematic rather than commercial, blending Art Deco heritage, literary history, and modern resort culture into a highly curated summer environment suspended between fashion, travel, and escapism.
A Historic Riviera Icon Reimagined
More than simply a seasonal brand activation, the collaboration pays homage to the cultural legacy of Hôtel Belles Rives itself. Originally Villa Saint-Louis, the property famously became the residence of F. Scott Fitzgerald during the 1920s, where the author began writing Tender Is the Night while overlooking the Mediterranean. Throughout the decades, the hotel welcomed literary and artistic icons including Ernest Hemingway and Gertrude Stein, cementing its place within Riviera cultural history.
Burberry’s transformation carefully preserves this nostalgic atmosphere while introducing a contemporary luxury lens. The result feels cinematic rather than commercial, blending Art Deco heritage, literary history, and modern resort culture into a highly curated summer environment suspended between fashion, travel, and escapism.
Water Sports Club
Water Sports Club

Inside the Burberry Beach Club Experience

The Burberry Beach Club extends far beyond design aesthetics. Throughout the summer season, guests can enjoy curated Burberry experiences including branded watersports, exclusive seaside activations, sunset dining, and Riviera-inspired hospitality moments. Burberry-branded ice lollies, customized jetty signage, and terrace installations create subtle but immersive details throughout the property.
The collaboration also coincides with Burberry’s High Summer 2026 collection, featuring coastal-inspired ready-to-wear, swimwear, and accessories influenced by the brand’s longstanding relationship with outdoor leisure and yachting culture. A capsule collaboration with Hunza G further reinforces the house’s move into modern resortwear and destination-led luxury experiences.
Inside the Burberry Beach Club Experience
The Burberry Beach Club extends far beyond design aesthetics. Throughout the summer season, guests can enjoy curated Burberry experiences including branded watersports, exclusive seaside activations, sunset dining, and Riviera-inspired hospitality moments. Burberry-branded ice lollies, customized jetty signage, and terrace installations create subtle but immersive details throughout the property.
The collaboration also coincides with Burberry’s High Summer 2026 collection, featuring coastal-inspired ready-to-wear, swimwear, and accessories influenced by the brand’s longstanding relationship with outdoor leisure and yachting culture. A capsule collaboration with Hunza G further reinforces the house’s move into modern resortwear and destination-led luxury experiences.
Belles Rives Beach Restaurant
Belles Rives Beach Restaurant
Belles Rives Private Beach
Belles Rives Private Beach

Fashion’s Growing Presence in Luxury Hospitality

The opening of the Burberry Beach Club reflects a broader movement within luxury hospitality where fashion houses increasingly create immersive branded destinations rather than traditional retail experiences. From Dioriviera and Jacquemus beach takeovers to Louis Vuitton cafés and Gucci hospitality concepts, luxury brands are reshaping how consumers experience fashion through travel, gastronomy, wellness, and lifestyle environments.
For Burberry, Hôtel Belles Rives offers the perfect setting to merge British sophistication with the timeless glamour of the French Riviera. The partnership feels particularly aligned with the maison’s heritage, referencing both its historic connection to travel and the understated elegance associated with Riviera leisure culture.
Fashion’s Growing Presence in Luxury Hospitality
The opening of the Burberry Beach Club reflects a broader movement within luxury hospitality where fashion houses increasingly create immersive branded destinations rather than traditional retail experiences. From Dioriviera and Jacquemus beach takeovers to Louis Vuitton cafés and Gucci hospitality concepts, luxury brands are reshaping how consumers experience fashion through travel, gastronomy, wellness, and lifestyle environments.
For Burberry, Hôtel Belles Rives offers the perfect setting to merge British sophistication with the timeless glamour of the French Riviera. The partnership feels particularly aligned with the maison’s heritage, referencing both its historic connection to travel and the understated elegance associated with Riviera leisure culture.
Belles Rives Terrace
Belles Rives Beach Club
Belles Rives Terrace
Belles Rives Beach Club
Belles Rives Deck
Belles Rives Deck

The New Era of Riviera Luxury

Running through September 30, 2026, the Burberry Beach Club at Hôtel Belles Rives captures the evolving definition of modern luxury — one driven less by overt opulence and more by atmosphere, storytelling, exclusivity, and emotional experience. Here, fashion becomes part of the destination itself, transforming a legendary Riviera hotel into a fully immersive summer world shaped by design, heritage, and contemporary elegance.
High above the Mediterranean, surrounded by striped parasols, Art Deco architecture, and the deep blue hues of Burberry’s Riviera vision, the collaboration stands as one of the most sophisticated luxury hospitality moments of the 2026 summer season.
Know More
The New Era of Riviera Luxury
Running through September 30, 2026, the Burberry Beach Club at Hôtel Belles Rives captures the evolving definition of modern luxury — one driven less by overt opulence and more by atmosphere, storytelling, exclusivity, and emotional experience. Here, fashion becomes part of the destination itself, transforming a legendary Riviera hotel into a fully immersive summer world shaped by design, heritage, and contemporary elegance.
High above the Mediterranean, surrounded by striped parasols, Art Deco architecture, and the deep blue hues of Burberry’s Riviera vision, the collaboration stands as one of the most sophisticated luxury hospitality moments of the 2026 summer season.
Know More

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