Burberry has brought a slice of British summer to the French Riviera, partnering with the iconic Hôtel Belles Rives in Cap d’Antibes to transform its historic beach club and terraces into a branded seaside retreat open through 30 September 2026. The takeover layers Burberry’s refreshed check and High Summer 2026 mood onto the hotel’s Art Deco glamour, creating a coastal escape where fashion, history and leisure meet.
Burberry at Hôtel Belles Rives
Located in Juan les Pins on the Cap d’Antibes, Hôtel Belles Rives occupies a special place in Riviera lore as the former home of F. Scott Fitzgerald and a long time haunt for writers, artists and jet set travelers. For summer 2026, Burberry is taking over the hotel’s beach club, private jetty and terraces, infusing the property with its own visual language while respecting the original architecture.
The British house describes the project as a way to “Create a memorable summer getaway” that blends Burberry’s outdoor heritage with the Riviera’s bathing, boating and waterskiing culture. It follows a series of travel and resort activations where the brand uses real destinations as temporary stages for its seasonal collections.
A blue Burberry check for the Riviera
For this takeover, Burberry has reimagined its signature check in the distinctive blue of Hôtel Belles Rives, applying it across the property as a unifying motif. The pattern appears on sun loungers, parasols, cushions, beach towels and deckchairs, creating a seamless visual link between the hotel’s private shoreline and its terraces.
Inside, the check and custom graphics run through the hotel’s interiors, including the original 1920s lift, where the pattern wraps walls and upholstery without overwhelming the period details. Outside, “Burberry Cap d’Antibes” logos replace the jetty’s signage and are printed on the doors of the beach club and across the backs of terrace deckchairs, quietly announcing the collaboration from shore to sea.
Ice lollies, cocktails and waterskiing
Beyond décor, Burberry is curating a summer experience that plays out across the hotel’s bars, terraces and bay. Guests can order Burberry branded ice lollies on the terrace, designed to echo the house’s palette and offer a playful, shareable touchpoint on hot afternoons.
At The Fitzgerald Bar, sunset brings cocktails framed by the takeover’s blue check setting, visually tying the hotel’s literary history to Burberry’s current storytelling around escape and nostalgia. On the water, the brand is hosting waterskiing experiences in the bay, a nod to the Riviera’s claim as the birthplace of the sport in the 1930s, now “dressed” in Burberry elements from shore infrastructure to towels.
High Summer 2026 in residence
The takeover coincides with Burberry’s High Summer 2026 offer, which mixes check swimwear, airy resort pieces and coastal motifs inspired by the brand’s history of outdoor adventure and nautical dressing. While the activation focuses on atmosphere rather than hard sell, guests encounter this universe through staff styling, boutique edits and visual merchandising across the property.
By rooting the collection in a real setting the hotel’s 33 Boulevard Edouard Baudoin, 06160 Antibes address Burberry extends its runway narrative into lived moments: a checked lounger after a swim, a patterned towel on the jetty, a branded ice lolly melting at golden hour.
A seasonal escape open until 30 September
Burberry’s Hôtel Belles Rives takeover runs until 30 September 2026, covering the full Riviera high season from late spring through the tail end of summer. For hotel guests and day visitors alike, it offers a curated slice of British summer sophistication set against the backdrop of the French Riviera, where Art Deco history, literary myth and contemporary fashion intersect.
