Is it even a holiday without a Burberry ice lolly?

What’s on your summer itinerary? If you’re planning on heading to Europe, some of the biggest luxury houses have touched down at the most coveted properties (Read: $$$$ on travel websites) to host exclusive summer experiences, transforming the beachfront into more than just a space to chill.

Luxury maisons are now offering holistic brand experiences that stretch beyond just dressing sunbeds in custom house codes. There are immersive activations, pop-ups with limited-edition collections, and even summer drinks and gelato on the menu.

Scroll on to pick the ideal destination for a very fashionable summer getaway.

Gucci at Rose des Vents in Monaco

To mark the 60th anniversary of the iconic Gucci Flora motif, the Italian luxury label has officially touched down in Monaco, where it all began. Originally designed at the request of Rodolfo Gucci in 1966 for Princess Grace of Monaco by artist Vittorio Accornero, the dainty print was first reproduced as a silk scarf. Fast forward to the present, and the brand has transformed the Larvotto beachfront at La Rose des Vents into a space where one can experience the narrative first-hand. Walk past an Instagram-friendly archway packed with florals to the restaurant where the linen is all Gucci-branded, before you lounge on sunbeds and under scalloped-hem umbrellas awash with bright florals. The brand has also launched a collection of accessories and ready-to-wear in shades of red, available exclusively at the Monte Carlo boutique and online. The activation began in May and will last until October.

La Rose des Vents: Larvotto beach, Avenue Princesse Grace, 98000 Monaco

Dolce & Gabbana at San Domenico Palace, Taormina

Craving an Italian summer? Dolce & Gabbana has taken over the San Domenico Palace, a Four Seasons Hotel, in Taormina, Sicily. Perched along the Mediterranean Sea, the property was once a 14th-century monastery and feels like a true escape from routine (no wonder season two of The White Lotus was shot here). The brand has dressed the poolside in its signature Palme motif, turning the infinity pool overlooking the Ionian Sea into the most picturesque, photograph-ready location. There’s even a dedicated pop-up shop with a curated selection of exclusive pieces created for the destination housed in a former sacristy.

The brand has also dropped anchor at Hotel Cala di Volpe in Porto Cevro, Clap House in Ibiza, and Le Carillon in Portofino, among other locations.

San Domenico Palace, Via S Domenico, 5, 98039 Taormina ME, Italy

Burberry at Hôtel Belle Rives in Antibes and One&Only Aesthesis

British heritage has taken over the French riviera at Hôtel Belle Rives, celebrating the spaces where literary icons like Ernest Hemingway, Gertrude Stein, and F Scott Fitzgerald once escaped. Here, Burberry has reimagined its signature check pattern in the property’s distinctive blue hue. Think custom logos on the private jetty and doors of the beach club and patterned interiors, along with the Burberry high summer 2026 collection in the boutique. Guests can combat the heat wave with a serving of Burberry-themed ice lollies, soak up the views from The Fitzgerald Bar, and indulge in branded experiences, which include waterskiing. The experience is on until September 30.

If Greece is on your itinerary, at One&Only Aesthesis, the British label has introduced a fresh colourway in the iconic check inspired by the destination’s turquoise waters. In addition to the pool, the brand has taken over the tennis and padel courts, golf buggies, and bicycles, and there’s a pop-up food truck to sample food from as well. In the mood to shop? Burberry’s summer collection and pieces from the Hunza G collaboration are available at the property’s boutiques. Guests can also reserve a private styling appointment at their local Burberry boutique ahead of the trip, or a private appointment at the Athens boutique while there.

Hôtel Belles Rives: 33 Boulevard Edouard, Baudoin, 06160 Antibes, France

One&Only Aesthesis: Leof Poseidonos 110, Glifada 166 74, Greece

Missoni at Oku Ibiza

The Italian fashion house known for its kaleidoscopic patterns and colourful knitwear is returning to Oku Ibiza for the second time. Taking over the property’s impressive 50-metre pool, there are sun beds in hues of emerald and turquoise that draw inspiration from the Ibizan seascape, fringed parasols, and custom beach towels. Residents can spend their afternoons lazying by one of the largest pools in the city and enjoy a DJ set as the sun sets.

Oku Ibiza: Carrer Nunó Sanç, 7-10, 07820 Sant Antoni de Portmany, Illes Balears, Spain

Jacquemus at Monte-Carlo Beach and Mandarin Oriental, Bodrum

Jacquemus has arrived at Monte-Carlo Beach for the second time in a row, transforming the space into a must-visit destination this summer. Think ice-blue and cream striped beach beds and umbrellas on the hotel’s famous pontoon, blending retro style codes of the 1950s beach club aesthetic with the brand’s visual language. They’re also offering a selection of branded merchandise at the Monaco boutique.

If one destination wasn’t doing it, Jacquemus has also marked its presence on the Turkish Riviera on the shoreline of the Mandarin Oriental in Bodrum. Across Paradise Bay, the beach is dressed in classic black and white stripes where guests can borrow Jacquemus-branded paddle boards or spend afternoons playing a competitive game of backgammon. Taking a ride to the brand’s new 98 sq ft boutique showcasing the new resort collection in a striped shuttle is also an option.

Monte Carlo Beach: Avenue Princesse Grace, Roquebrune-Cap-Martin 06190

Mandarin Oriental: Bodrum, Cennet Koyu Çomça Mevkii, 314 Sokak No.10, 48400 Bodrum, Muğla, Türkiye

Dior at D Maris Bay in Turkey, Il Riccio in Capri, and Hotel Cipriani in Venice

Jonathan Anderson’s inaugural take on Dioriviera is here in all its duck-egg-blue glory. At D Maris Bay in Turkey, the poolside is decked out in blue and white Dior-branded lounge chairs, pool floats, and parasols, but the ‘Dior’ spelled out on the pool floor in the new Dioriviera script is something to behold.

Across the Mediterranean, at the Il Riccio Beach Club restaurant and beach club housed within Jumeirah Capri Palace, Dior has dressed the deckchairs and cabana cushions in crisp Riviera stripes, making it one of the most picturesque locations to dine at this summer. The decor also includes a fleet of custom Italian fishing boats decorated with motifs—originally illustrated by Christian Bérard—artist and friend of Monsieur Christian Dior.

The maison has also returned to Hotel Cipriani with Dior-branded speedboats to whisk guests around Giudecca Island and a Fiat 500 cocktail bar car that’s serving aperitivos by the canal. There’s also a Dior Spa at the hotel should you need some TLC.

D Maris Bay: Hisarönü Mah. Çubucak Küme Evleri, No: 80, 48380 Marmaris/Muğla, Türkiye

Il Riccio: Via Gradola, 4, Anacapri 80071

Hotel Cipriani: Giudecca, 10, 30133 Venezia VE, Italy