Nikki Beach Global, the international luxury lifestyle and hospitality brand, is marking its 25th anniversary this year. To celebrate, the brand will offer a curated series of events across its much-loved European resorts and beach clubs, coinciding with the 2023 summer season.
The Nikki Beach resorts in Santorini, Porto Heli, and Montenegro, and beach clubs in Saint Tropez, Marbella, Mallorca, Ibiza, Monte Carlo, Costa Smeralda, and Montenegro open between April and June with programming spanning music, dining, entertainment, fashion, film and art.
Where Lifestyle Overflows with Luxury: The Nikki Beach Experience
The events and collaborations will draw inspiration from each destination to incorporate both local partners and leverage Nikki Beach’s global relationships, bringing to life this milestone year through an exciting program of activities for the brand’s loyal, jetsetting clientele.
Re-establishing its leading culinary offerings, all locations will also launch refreshed food & beverage menus including rotating globally-inspired dishes and immersive dining experiences such as live cooking demonstrations.
This year, Nikki Beach will also pay homage to the beautiful destinations the brand calls home through color. Drawing inspiration from the Mediterranean Sea, Costa del Sol, tropical gardens and beyond, guests will find new decor in each property within a specific color palette selected to embody the personality of the location.
From Tragedy to Triumph: The Rise of Nikki Beach
While Nikki Beach is now known for its hot spots around the world, the brand was initially launched in remembrance of a family tragedy.
In 1997, when founder Jack Penrod’s 18 year old daughter Nicole passed away in a car accident, he chose to honor and celebrate her life, transforming his former property – Penrod’s Beach Club – into a beautiful butterfly garden named Cafe Nikki in her honor. The garden drew an affluent new clientele to the property and at the request of many guests, Jack expanded the property into a beach club.
Nikki Beach’s Global Expansion: A Journey of Celebration
In 1998, the first Nikki Beach was born, and today, at the 11 beach clubs and 5 resorts around the world, the design and ambiance is still inspired by Nicole’s vivacious spirit and the philosophy of ‘Celebrating Life.’
As Nikki Beach marks over 25 years in business, the brand has grown into a multifaceted luxury lifestyle and hospitality brand comprising 11 global beach clubs, 5 resorts and hotels, a fashion division, special events, and Nikki Cares, a 501c3 non-profit charity.
Beyond the beach clubs, Nikki Beach has become known for impressive pop-ups during the Cannes International Film Festival, partnerships with some of the world’s most renowned performers and DJs –including Mariah Carey, John Legend and Kygo to name a few – and a curated fashion collection offered in Nikki Beach boutiques and an online shop.
Nikki Beach has partnered with prominent lifestyle, fashion, food and beverage brands ranging from Dom Perignon, Minuty and Perrier-Jouet to Rolls Royce, Chanel Beauty, Bottega Veneta, Missoni Home, Bape, Chopard, and Jaeger-Le-Coultre.
Launch of a new brand concept Lucia in Cannes
After a quarter-century of successful operations, Nikki Beach Global is embarking on an exciting expansion journey, promising an entirely new experience in terms of design, ambiance, and food & beverage offerings.
The international luxury lifestyle and hospitality group renowned for resorts and beach clubs around the world, announced the launch of a new brand concept, Lucia, set to debut in Cannes, France in March 2024. The fresh concept will also extend the brand’s reach beyond the boundaries of summer and coastal destinations to potential metropolitan or even winter locations.
Derived from the Latin word ‘lux,’ meaning light, the name ‘Lucia’ has been embraced by diverse cultures and languages worldwide, and aligns perfectly with the luminous essence of the brand. To further embody this spirit, Lucia’s design will embrace maximalism, lively colors, intricate patterns, and elements inspired by the sun.
The relaxed, sophisticated restaurant will introduce a premium dining experience focused on Cuisine du Soleil, featuring Mediterranean ingredients kissed by the sun. The menu at Lucia will be crafted by Nikki Beach Global’s Corporate Executive Chef, Alessandro Pizza, and will embrace the changing seasons, with new dishes, as well as decor, introduced throughout the year. Inspired by different phases of sunlight, the restaurant will offer an evolving experience throughout the day and night, providing diverse atmospheres for guests to enjoy.
‘Our mission with this new project is to create a dining experience that provides a haven of light, positivity, and culinary excellence similar to what we’ve done with Nikki Beach, but with a completely new look and feel that we can also bring to metropolitan or winter destinations,’ shared Lucia Penrod, CEO of Nikki Beach Global. ‘We hope to cultivate an inviting atmosphere for families and friends to gather, celebrate, and create lasting memories. At the heart of this new concept is a profound commitment to fostering positivity which has defined our global brand for over 25 years.’
To bring the visual identity of ‘Lucia’ to life, the brand has partnered with talented artist, Chiara Perano, renowned for her captivating artwork which celebrates the simple joys of everyday life, family, and our connection to the planet. Chiara is often inspired by her Italian heritage and La Dolce Vita lifestyle, and her artistic approach aligns seamlessly with the essence of Lucia. Her creative input in designing the brand logo and other visual assets promises to infuse the restaurant with a unique and enchanting visual identity.
Cannes, known for its timeless charm and the iconic Croisette, was chosen for the inaugural location of Lucia because of its strong connection to the Nikki Beach Global brand, which hosted numerous pop-ups during the Cannes Film Festival over the years. Located between the brand’s famous Saint Tropez and Monte Carlo beach clubs, Cannes serves as the perfect intermediate point for this new venture.
Nikki Beach Global will also continue expanding the Nikki Beach brand with a number of resorts and beach clubs currently in the pipeline in destinations including Muscat, Oman; Antigua, Caribbean; Baku, Azerbaijan, and Ras Al Khaimah, UAE.
Photos Nikki Beach Global