Jacquemus unveils takeover at Monte-Carlo Beach Club
French fashion house Jacquemus has teamed up with the Monte-Carlo Société des Bains de Mer for a seasonal collaboration with the Monte-Carlo Beach Club.
Running through October 7, the activation marks Jacquemus' first full-scale hospitality integration in Monte-Carlo.
At the centre of the collaboration is a reimagining of the Beach Club's historic pier and Pool Café, now styled in Jacquemus' signature palette of banana yellow, coconut milk white, and graphic black stripes.
The visual identity, drawn directly from the brand's 'La Croisière' collection presented in January 2025, is applied to sunbeds, parasols, beach towels, and café furnishings, creating a cohesive and highly Instagrammable guest experience.
In addition to the design transformation, two exclusive Jacquemus boutiques have opened within the Beach Club. The boutique interiors feature a drawing by Renoir, another by Matisse, complemented by furniture and books that evoke the Provence region so beloved by the designer.
The activation is part of a broader evolution at Monte-Carlo Beach, which has recently undergone several strategic upgrades, including the Michelin-star recognition of its Elsa restaurant, the launch of new padel courts, and upcoming restaurant openings.
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