Poolside Pop-Ups: How Luxury Brands Are Taking Over Summer Holidays—One Selfie at a Time

There’s a new kind of luxury collaboration making waves—literally. This summer, it's not about billboards or runway shows. It's about poolside pop-ups at beautiful hotels, where brands aren't just promoting a product—they're becoming part of the holiday.

Welcome to the age of destination branding, where the goal is simple: get your logo into the background of as many social media posts as possible.

Poolside collabs are becoming a major win-win — for brands and your grid.

Sun, Style & Strategy

From Ibiza beach clubs to rooftop infinity pools in Cannes, luxury brands are popping up in the most Instagrammable places on earth. But this isn’t about banner ads or overt product placement—it’s about creating branded environments that feel organic, aspirational, and completely in tune with vacation vibes.

These aren’t just collaborations. They’re immersive experiences. Branded towels draped over loungers, curated cocktails named after lip gloss shades, floating pool inflatables in the exact tone of a new summer drop. It’s soft power marketing, and it works.

Case in Point: Hailey Bieber x Rhode in Mallorca

Perhaps the best example of this new wave is Hailey Bieber’s recent Rhode Beauty activation in Mallorca. Set against the turquoise waters of Cala Llamp, the iconic Gran Folies beach club transformed into the Rhode Summer Club, celebrating the launch of her new Peptide Lip Tint.

Everything—from the lemon-yellow decor to Rhode-branded phone cases and beachwear—was curated to blend seamlessly into the backdrop of creator content. And of course, Hailey herself was there, glowing in a custom Pucci set that matched the vibe to perfection.

The result? A flood of dreamy posts from influencers and guests, each subtly promoting Rhode without a single #ad in sight. It was Rhode by the sea, Rhode on the beach, Rhode in your scroll.

Why This Works

Let’s be real—social media is the new storefront. But instead of window displays, today’s luxury brands want a place in your travel memories, your sun-drenched selfies, and your photo dumps.

Here’s what makes it effective:

• Beautiful content gets shared: Scenic shots are social media gold, especially when paired with an aspirational product.

• Association with luxury lifestyle: A brand seen in Mallorca, Mykonos, or Malibu doesn’t need to shout. It whispers, “This is where I belong.”

• Effortless reach: Every influencer becomes an unpaid distributor. A tagged location + a glimpse of branding = millions of impressions.
  

The Future of Holiday-Driven Marketing

This trend is only just beginning. As hotels and resorts look to boost visibility and bookings post-pandemic, brands are seizing the opportunity to embed themselves in luxury getaways—creating the perfect storm of commerce and content.

Expect to see more:

• Designer brands teaming up with boutique hotels

• Seasonal pop-ups that align with product launches

• VIP creator events disguised as pool parties
  

Final Thoughts

In 2025, luxury isn’t just something you wear. It’s somewhere you go. And if you're sipping a lemontini in Mallorca or lounging beside a branded cabana in Tulum, chances are you're part of the campaign—whether you know it or not. Because the next time you post that perfect beach snap, someone’s brand is right there with you.