MIAMI — With the solstice having taken place Thursday, the summer season can officially commence. And as the mercury continues to rise, so does the competition for prime beachside real estate in a battle of the beach clubs, with luxury fashion brands racing to take over the top summer hot spots and splash their labels on everything from sun loungers to parasols and towels. Many also include exclusive boutique experiences at beachside locations around the globe.
Now, for the first time in the U.S., Louis Vuitton has partnered with MM Beach Club at Casa Neos in Miami to launch an exclusive pop-up shop and poolside takeover inspired by the brand’s latest LV by the Pool women’s resort collection.
The activation and pop-up were unveiled on Thursday with a celebration cocktail event that featured gourmet bites echoing the spirit of the Mediterranean’s iconic coasts. The activation will run through July 7.
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Casa Neos is one of the latest membership-only clubs to set up shop in the Florida city, established along the Miami River with close proximity to downtown and joined by the likes of ZZ’s Club and The Bath Club, with luxury offerings that are redefining VIP treatment.
The 30,000-square-foot building is operated by Riviera Dining Group and led by Gregory Galy, founder of Mila restaurant, a high-end Mediterranean and Japanese multivenue concept that is among the top five highest-grossing restaurants in the U.S.
“Nowadays marketing is all about creating exclusive experiences for the guests and making sure we remain innovative, different, unique and bring luxury to different levels. With Louis Vuitton we recognize that they are the best in the game in being innovative, focused on excellence, craftsmanship, innovative design and obviously the epitome of luxury,” said Marine Giron-Galy, partner and chief branding officer at Riviera Dining Group.
The French brand’s takeover will consist of adorning the MM Beach Club’s dock, restaurant patio, poolside and terraces with Louis Vuitton’s signature motifs, which will enhance all elements of the beach club, including its sun beds, poolside umbrellas, cabanas, pillows and the pool’s interior showcasing hues of coral, fuchsia and tangerine, transporting guests to experience the spirit of travel and coastal living.
“This is something that Europe has seen developing lately and we were very eager to bring that innovative opportunity to Miami. Louis Vuittton was kind enough to trust us in that new adventure that we see a lot of potential in, so we are very excited to bring that collaboration to fruition,” added Giron-Galy.
The hotel’s poolside has been transformed into an energizing coral and fuchsia oasis, where the pool floor has been etched with the brand’s floral motifs, while there’s another oversize seashell sculpture in the shape of the brand’s floral diamond motif. An animated ice cream bicycle stand has been adorned in the same patterns to capture a fresh approach to destination living, all while overlooking the river.
As guests enter the space’s main entrance, they will encounter an installation curated with select looks displayed on mannequins from the LV by the Pool resort collection, as well as an array of handbags, hard-sided trunks, grounded with an oversize monogram flower sculpture composed of seashells, some of which are etched with the classic damier pattern.
Much like the resort collection’s inspiration of tropical escapism, the brand aims to infuse everyday life with the spirit of tropical vacations, which extends to the pop-up shop, nestled in a series of curated suites on Casa Neos’ third floor, which is designated as the hospitality brand’s boutique hotel seamlessly integrating luxury with relaxation.
The pop-up shop, which will also hold private appointments, carries the entire LV by the Pool capsule collection, as well as leather goods, ready-to-wear, accessories, travel and lifestyle offerings, including tableware and surfboards.
Exclusive to the pop-up experience is an OnTheGo Miami bag, hand-crafted in natural raffia with yellow leather detailing.
Rounding off the vibrant and colorful capsule collection is an assortment of ready-to-wear in crisp white tones, as well as the brand’s métiers which including special hard-sided trunks, Objets Nomades, and exotic leather goods.
The suites themselves are naturally opulent. The first one, which houses the resort collection, contains a similar oversized seashell sculpture with the monogram flower, with exuberant details throughout such as a floral pattern carpet in a tangerine and cream hue, folding changing dividers embroidered with the LV floral motifs as well as pillows, and tall rattan vertical lamps, with seashell sculptures molded into the floral motifs or hung as wall art along the suites.
As guests traverse throughout the suite spaces, they will encounter along the hallways more of these details in an art installation format, with a wall of medium-sized seashell sculptures resembling the LV floral motifs, hard sided trunks, mannequins dressed in the fashion assortment, and the location’s structural columns plastered with the tangerine floral motif of the suites’ carpets.
The Miami activation, while the first in the U.S., is the brand’s latest lifestyle initiative. Louis Vuitton in the past has created a summer series in locations such as Huangcuo Beach on Xiamen Island, China, and The Mandarin Oriental Bodrum in the Turkish riviera, as well as Zuma Mykonos in 2023. This year the brand partnered with Galaxy Macau for its first pool takeover there in May.
