American fashion and lifestyle brand Guess has opened its very first Guess Beach Club pop-up in Australia in partnership with the La Luna Beach Club at Main Beach in Queensland.
The club is just south of Sea World on the Gold Coast.
Launching from January 23 to 31 this year, the pop-up will add to 18 owned retail locations across Australia - including several outlet stores.
“While it’s not your typical display pop-up per se, the Guess Beach Club is designed to offer a fully immersive Guess branded experience,” Signal Brands managing director Paul Smith said.
“Guests can enjoy a curated environment featuring elements like custom-branded plush beach towels, stylish sun lounges, cozy cushions, chic umbrellas, and sleek bar accessories - all adorned in a vibrant palette of burnt orange and sunset yellow.”
Speaking on the location, which is away from the main business districts, Smith said it was a purposeful choice to set up the space.
“Its unique setting, away from the hustle and bustle of the Gold Coast CBD, offers a more intimate and exclusive experience, perfectly in line with the relaxed, luxurious vibe we wanted to create.
“La Luna’s picturesque beachfront views, sophisticated ambience, and premium facilities provide the perfect canvas for the brand’s signature aesthetic.
To mark the launch of the pop-up, Guess will host a cocktail event for VIP’s and guests, with entertainment provided by DJ Mpaj Devaga.
The Guess brand is managed by Signal Brands in Australia under license. Signal Brands Australia also manages Nine West and Steve Madden.