As summer 2025 starts to unfold, we are noticing a new wave of luxury collaborations that are reshaping travel. From designer-styled beach clubs to heritage hotels reimagined by fashion’s most iconic names, these immersive experiences deliver both sophistication and seasonal exclusivity. Here is a curated look at the standout partnerships captivating jet-setters this year.
Dior at Splendido, Portofino Belmond Hotel, Italy
Following its celebrated Dioriviera pop-ups, Dior returns to the Italian Riviera with their first permanent spa in Italy. Opening June 2025, this exclusive sanctuary is designed as a summer residence, Nestled within lush gardens and featuring panoramic sea views from its rooftop terrace, the spa offers signature treatments inspired by the natural surroundings, including the energy-infused ‘Splendidior’ ritual. Designed by Martin Brudnizki, the space harmonizes Dior’s iconic elegance with Splendido’s historic charm, creating a serene sanctuary for ultimate relaxation and rejuvenation.
Jacquemus at Monte-Carlo Beach, France
French designer Simon Porte Jacquemus brings his sunny, playful aesthetic to Monte-Carlo Beach for summer 2025. The collaboration includes custom-designed loungers and parasols in signature Jacquemus stripes, a seaside concept store with exclusive resort wear, and a chic, Mediterranean-inspired dining pop-up. A seamless blend of Côte d’Azur nostalgia and contemporary fashion culture.
L’Observatoire by JR, Venice Simplon-Orient-Express, Italy
Unveiled during the Venice Biennale, L’Observatoire is the first-ever artist-designed carriage for the legendary Venice Simplon-Orient-Express. Created by acclaimed French artist JR, this moving artwork draws inspiration from astronomical observatories, Renaissance-era cabinets of curiosity, and the Art Deco heritage of the train itself. Crafted with intricate marquetry and hidden details, the carriage invites guests to embrace curiosity and imagination while traveling through Europe in timeless style.
Summer 2025 isn’t about where you’re going, but how you arrive. From Dior’s sun-drenched sanctuary in Portofino to Jacquemus’ Riviera takeover and JR’s rolling masterpiece on the Venice Simplon-Orient-Express, the world’s most iconic names are rewriting the rules of luxury travel. This is escapism at its most extravagant, creating immersive and entirely unforgettable experiences.
The Bigger Picture: What This Signals for Brands
This new era of fashion-hospitality alignment reveals a deeper truth: Luxury is a space to inhabit.
Summer 2025 isn’t about where you’re going, but how you arrive.
From Dior’s sun-drenched sanctuary in Portofino to Jacquemus’ Riviera takeover and JR’s rolling masterpiece on the Venice Simplon-Orient-Express, some of the world’s most iconic names are redefining what luxury looks and feels like. From spa sanctuaries to seaside activations and curated journeys, fashion houses are evolving into destination-makers. Hotels and transport brands are becoming canvases for cultural expression, extending beyond service into symbolic meaning. This is escapism at its most extravagant, creating immersive and entirely unforgettable experiences.
Luminar Insight: Designing the Next Iconic Collaboration
These collaborations succeed through:
- Shared audience values: craftsmanship, exclusivity, and sensorial depth
- Narrative cohesion: the story lives seamlessly within the space
- Strategic courage: a willingness to co-create with creative equals
At The Luminar Collective, we work with visionary brands and destinations to design collaborations with legacy potential — from concept and positioning to creative execution and strategic amplification.
If you’re building something timeless, we’re ready to partner with you.
