Guess and Marciano are rolling out beach club takeovers for this summer, promising “exciting new partnerships in exclusive luxury travel destinations, across Europe and beyond”.

And while the big focus of such rollouts is usually seaside holiday destinations, London is also on the list this time.

Such activations are proving increasingly popular for both luxury and premium brands and the American label said the rollout follows the success of its initial beach club takeovers last year.

Its official partners for this season will be Inter Parfums for the Amore fragrance, Sequel for the brand’s watches and Marcolin for Guess eyewear.

As is usually the case with such takeovers, there will be items such as branded sunbeds, umbrellas, gazebos, towels, pillows, throws, candles and home accessories. We’re told that each Guess and Marciano takeover is “specifically themed and styled to add an extra-special dash of designer luxury that enhances the aesthetic of these prestigious locations with the brands’ iconic and sophisticated style”. 

This year, the Guess beach club motifs have been taken from the SS24 Beachwear collection’s new tropical paisley pattern and interpreted in different shades to “complement the DNA of each club for an exotic summer vibe”.

Meanwhile for Marciano by Guess, the brand continues with its monogram logotype motifs, “adding a refined touch” to the exclusive Guess x Blue Marlin partnerships in Ibiza, London and the Canary Islands.

Blue Marlin Ibiza is at the Cala Jondal Bay and is said to epitomise “island luxury and lifestyle”. The partnership includes a fully branded pop-up store, as well as a refit of the Guess store in town.

And Blue Marlin Ibiza is expanding its reach with two ventures in the “cosmopolitan hubs of London and the enchanting Canary Islands”. In London, there’s a Sky Lounge “offering panoramic views of the city skyline that captivate the cosmopolitan clientele”. There’s also a Sky Lounge on Gran Canaria in the Canaries with views of the Maspalomas Dunes Nature Reserve.

Marciano has two exclusive partnerships in Italy too: Arienzo Beach in Positano and Bagno la Fenice in Forte Dei Marmi.

As for the solo Guess brand, it’s also turning up in Phi Beach near Porto Cervo in Sardinia for a range of night-time takeovers of the VIP area as well as a branded photo installation; and Yuzu Beach in Çeşme, Turkey.

We’re also promised forthcoming activations from the company in Lake Como, Sicily, Mexico and the US.

Guess Chief Creative Officer Paul Marciano said: “Our first beach club projects allowed us to test the waters and establish long-term partnerships, which has given us the extra confidence to expand the strategy even further on a global scale. It’s fantastic to see these collaborations grow and these new ventures are further confirmation that we’re on the right track, not only in terms of the design concept but also the target audience. 

“We have several new beach projects in the pipeline for the coming months and years, which should really put our home and lifestyle collections as a serious player in the retail sector.”