Luxury brands have always had a penchant for expansion—stretching beyond their core industries into hotels, restaurants, and even yachts. But now, they’re diving headfirst into a new frontier: Dubai’s most exclusive pools, beach clubs, and terraces. It’s no longer enough for brands to simply provide products to their clientele for a holiday; they want to be a part of the experience, now transforming some of Dubai’s most coveted pools, beach clubs, and terraces into branded playgrounds. After seeing success with their takeovers last year, they’re continuing them this year in Dubai.
Dubai, ever the testing ground for over-the-top indulgence, saw a string of high-end hospitality collaborations last year, setting the precedent for a new era of designer-drenched leisure spaces. Gucci’s takeover of Twiggy by La Cantine turned the waterfront spot into a maximalist fever dream, while Louis Vuitton’s residency at Jumeirah Beach Hotel introduced monogrammed sun loungers and branded cocktails. Now, the trend is spilling over into 2025, with the world’s most elite destinations becoming branded extensions of luxury houses. Here’s where to see and be seen this year.
Missoni at Drift Beach Dubai
