Shellona with Dior

In tribute to Christian Dior’s passion for the Mediterranean art of living, Dior is inaugurating a brand new pop-up store in Saint-Tropez, in the heart of Shellona Beach. Here, the Toile de Jouy Sauvage lights up the deckchairs, sun loungers, cushions and parasols on the beach. In certain areas, animals are transformed into life-size works of art, as if sculpted entirely from the sand, while the brand’s iconic pieces, from the Dior Book Tote to scarves, are joyfully imbued with the Mediterranean spirit. This bold collaboration between Dior and the beach club, renowned for its well-considered brand positioning and meticulous attention to the DJ lineup focused on Melodic Techno and Tech House, is gaining significant recognition.

APTD insights: what premium drinks brands could be the perfect fit?

As a youthful club that positions itself as a sophisticated party beach, Shellona is well-suited for other bold and innovative drinks brands. For instance, Ojo de Dios Mezcal an intelligent choice due to its commitment to innovation, as the brand recently launched the first-ever Coffee Mezcal, which could bring even more freshness and modernity to Shellona’s parties. Moreover, Minuty Rosé, known for its limited editions like the collaboration with Nikki Beach in 2019, is highly likely to be chosen as a summer partner, attracting a diverse clientele and captivating international tastes. The Lost Explorer, a handcrafted Mezcal with a strong focus on craftsmanship and terroir, would resonate harmoniously with Shellona’s vibrant ecosystem.

Indie Beach with Jacquemus

The entire beach has been decked out in the designer’s summer bayadère – his signature Mediterranean touch can even be found on the plates – while the boutique, also by Jacquemus, is showcasing the ‘SUMMER’ capsule collection. The collection is packed with sun-kissed silhouettes, as well as iconic bags and hats, reinterpreted in exclusive colours.

Parasols, deckchairs and paddle boards: the decor here showcases the yellow and blue stripes including a brand new re-edition of three pieces of furniture from the Locus Solus line originally designed by Italian architect Gae Aulenti in the mid-sixties.

APTD insights: what premium drinks brands could be the perfect fit?

Captivating a young, affluent clientele with a taste for epicurean pleasures, Indie Beach’s extravagant parties (read our previous article French Alps digest: festive lifestyle restaurants & latest openings)are an ideal match for young and innovative brands making a spark in the alcoholic beverage business. One such brand is Pastis 12/12 (”The Pastis of Saint-Tropez”) which boasts a playful bottle design encompassing the French Côte d’Azur’s most renowned game: La Pétanque. Additionally, the ultra-premium Celosa Rosé Tequila, with its distinctive Rosé shade and glamorous bottle shape, perfectly complements the spirit of Indie Beach.

La Réserve with Loro Piana

La Réserve beach in Saint-Tropez collaborates with Italian luxury fashion brand Loro Piana to offer an exclusive experience for this summer season. Loro Piana’s distinctive cues are subtly integrated into the deckchairs, umbrellas, and other elements, contributing to an elegant look and feel.

The “Resort 2023” collection is a tailor-made creation exclusively designed for La Réserve à la Plage. In addition to the clothing and accessories available at the boutique, the deckchairs, umbrellas, and cushions proudly showcase the brand’s iconic patterns and colors.

APTD insights: what premium drinks brands could be the perfect fit?

La Réserve à la Plage is renowned for its sophisticated atmosphere, ultra-luxurious ambiance, and discerning clientele, while Loro Piana is celebrated for its high-quality products and impeccable craftsmanship. The fusion of these two worlds is symbiotic, further enhancing the exclusivity of the venue. Therefore, only ultra-premium drinks brands can match the elegance and high standards set by La Réserve à la Plage. Our vision includes Perrier-Jouët Belle Epoque Blanc de Blancs Champagne, with its subtle and distinctive notes of white flowers, a hint of herbs, and a beautifully designed bottle. To enhance the Italian essence, we recommend considering Italicus liquor for an elegant Royal Italicus Spritz (replacing Prosecco with Champagne). The refined and majestic Italicus bottle designed by Strangers & Strangers perfectly aligns with the criteria of La Réserve. Lastly, the ultra-luxurious Tequila Komos, presented in amphorae, exudes sophistication and refinement, elevating the drinking experience to new heights.

Loulou Ramatuelle with Gucci

In addition to its pop-up boutique in downtown Saint-Tropez, Gucci expands its presence this year to the shores of Pampelonne in collaboration with Loulou Restaurants Ramatuelle. This collaboration brings together a lounge area infused with Gucci House codes, a delectable food and beverage experience, and a special pop-up boutique. Following Burberry’s success last year, the spotlight now belongs to Gucci, with Meharis, umbrellas, sunbeds, and towels all adorned with the refined Gucci design, taking the lounge area to unprecedented heights.

The pop-up store is part of a broader activation known as “Summer Stories,” aiming to showcase exclusive designs across several European destinations, including Cannes, Ibiza, Marbella, Mykonos, Forte Dei Marmi, and even Capri.

APTD insights: what premium drinks brands could be the perfect fit?

As a trendy beach club that attracts both millennials and Gen Z, Loulou’s positioning harks back to the golden days of the French Riviera while successfully integrating a modern touch. Remaining within the Côte d’Azur region, we suggest considering 44°N Gin, created by Comte de Grasse Distillery. Its deep blue bottle design, reminiscent of the Mediterranean Sea, coupled with its complex aromas, would undoubtedly captivate Loulou’s clientele. Another homage to Provence, perfectly aligned with Loulou’s lifestyle and surroundings, is the Mediterranean Gin Belle Rive (Spirits brothers) with its colorful design reminiscent of a luxury perfume bottle. Finally, a product from the South of France, the sensual and delicate Roseblood Rosé from Chateau d’Estoublon, would perfectly correspond to Loulou’s art de vivre.