A luxe takeover in Sestri Levante blurs the line between fashion, fragrance, and fine living
From June 1 to September 15, Tigú Beach in Sestri Levante hosts a curated brand experience by Lacoste, transforming the Ligurian coast into a living showcase of French-Italian leisure. It is more than a branded location; it is a seasonal statement of Riviera sophistication, anchored by LACOSTE ORIGINAL, the brand’s new fragrance.
Beach Club, But Make It Lacoste
The collaboration wraps Tigú Beach in Lacoste’s refined visual identity. Sunbeds are styled in navy and cream, towels are monogrammed, cushions are custom-made, and the fragrance LACOSTE ORIGINAL is subtly diffused throughout the beach. This is not just marketing but sensory branding designed to immerse guests in the Lacoste experience. Explore the fragrance.
Design That Doesn’t Shout, It Suggests
Designers Edoardo Santanna and Mattia Ferrari reference both Mediterranean villa interiors and modern lifestyle visuals. Powder blue stripes, vaulted white pergolas, and walls of climbing jasmine integrate local character with quiet elegance. The official site describes the redesign as a living gallery of Lacoste’s lifestyle codes.
Fragrance Meets Fine Dining
The beach club begins service with artisanal coffee and light breakfast, transitions to Mediterranean lunches, and concludes with seaside dinners. A selection of Japanese-inspired dishes rounds out the offering, supported by a rotating cocktail menu. Lacoste has partnered with Lab Evo and Call Me Wine to offer wellness activations and curated wine pairings, reinforcing the beach club as a complete lifestyle destination.
Retail Sunbathing and Limited Fashion Drops
Every two weeks, beachwear brands host retail activations on site. Lacoste merchandise is integrated through subtle placement, not overt sales. According to reviews on Wanderlog, two sunbeds and an umbrella can cost €80 a day, with VIP seating reaching €150. Despite the pricing, visitors praise the exclusivity, attentive service, and setting.
From Fragrance to Soundtrack
Weekly music programming includes live DJ sets and ambient playlists designed for a relaxed atmosphere. Globe Styles reports the events are tailored to intimate experiences rather than loud entertainment, aligning with Lacoste’s emphasis on refined leisure.
A Branded Blueprint for Coastal Hospitality
This seasonal activation signals a strategic shift in how Lacoste engages its audience. The @tigubeach Instagram account showcases how the brand uses setting, design, fragrance, and social content to offer an immersive experience. Rather than pushing product, Lacoste creates a space that reflects its identity through environment and atmosphere.
Lacoste’s presence at Tigú Beach redefines the concept of a seasonal flagship. By combining fragrance, interior design, curated music, and culinary partnerships, the brand delivers a complete coastal lifestyle. If the model expands or is repeated, it could become a case study in experiential branding that places the consumer inside the brand, rather than in front of it.
