EXCLUSIVE: Burberry Heads to the French Riviera With Summer Takeover at Hôtel Belles Rives

The British brand is dressing the historic Cap d’Antibes hotel in a blue Burberry check, from the beach club to the Michelin-starred terraces.​The British brand is dressing the historic Cap d’Antibes hotel in a blue Burberry check, from the beach club to the Michelin-starred terraces. 

Burberry is expanding its hospitality push this summer to the French Riviera, teaming with the historic Hôtel Belles Rives in Cap d’Antibes for a takeover of its beach club and terraces that puts the British heritage luxury brand front and center on the Mediterranean.

Once home to F. Scott Fitzgerald and a favorite of the likes of Ernest Hemingway and Gertrude Stein, the Art Deco hotel is getting a makeover just in time for the Cannes Film Festival, with Burberry reworking its signature check in the hotel’s own, slightly darker blue shade and applying it across the beach club, appearing on parasols, sun loungers and director’s chairs, and even on a redesigned version of the hotel’s original 1920s elevator.

Burberry logos can be found on the hotel’s jetty, beach club doors, and ice lollies, served on the terrace and La Passagère, the one-Michelin-starred restaurant led by chef Aurélien Véquaud. Both locations are also dressed with Burberry-coded cushions and umbrellas, for maximal social content visibility.

A classic Riviera holiday spot, the hotel, which has 43 recently renovated rooms and suites, also offers guests access to the hotel’s private beach, the Belles Rives Beach Restaurant, the Water Sports Club, and custom experiences, including water skiing in the bay where the sport is said to have been born. It’s also equipped with a bar named after the author of “The Great Gatsby” and a Valmont beauty corner.

For Burberry, the project follows last year’s partnerships with The Standard hotel in Ibiza and The Newt. The latter is a 2,000-acre estate and luxury hotel in Somerset, England. There, the house cut its check pattern into the croquet lawn, branded the buggies, offered hot-air balloon rides, and created Burberry-branded sports and pool accessories.