DUBAI BOUND: Missoni has unveiled its new Missoni Resort Club outpost in collaboration with the award-winning beachfront destination Drift Beach Dubai.
Drawing inspiration from the brand’s signature graphic patterns, the beach club located within the luxe One&Only Royal Mirage resort has been customized with fabrics and decor rendered in a color palette of deep blue, ocean turquoise and vibrant emerald green accents. Key elements revisited by the brand include poolside umbrellas, sun beds and cushions, which refreshed with vivid hues the beach club’s essential aesthetic.
The Missoni Resort Club at Drift Beach Dubai.
Courtesy of Missoni
The partnership marks another evolutionary step in Missoni’s lifestyle strategy, which already saw the company take over a series of international resort destinations with its fabrics and decor. To be sure, earlier this year the brand unveiled a Missoni Resort Club outpost developed in partnership with the Rocco Forte Hotels’ Verdura Resort in Sciacca, on the southern coast of Sicily. This followed last year’s collaboration with Nikki Beach Costa Smeralda, located in the Cala Petra Ruja bay in the Sardinian luxury destination of Porto Cervo, and previous customizations of the Le Carillon beach club in Paraggi — a gem bay near Portofino — and the One&Only Reethi Rah resort in the Maldives.
Aimed at offering visitors an immersive experience into the brand’s lifestyle, the initiative introduced in 2022 is led by Alberto Caliri, who was recently reappointed creative director of the label following the exit of Filippo Grazioli, as reported.
The Missoni Resort Club at Drift Beach Dubai.
Courtesy of Missoni
With the same spirit, Missoni has also inked several contract agreements, including for example the Missoni Baia residences in Miami with developer OKO Group. With luxury real estate developer Dar Global, Missoni has provided interiors for the Urban Oasis in Dubai, a tower of 500 apartments, and for the Marea residential project in the south of Spain, 80 apartments within the golf club of Finca Cortesin, near Marbella. These add to residential projects in Ras al Khaimah, in the United Arab Emirates, with Durar, and in São Paulo with Brazilian developer Gafisa, among others.
In a further push into all things lifestyle, Missoni also targeted cocktails by partnering with Malfy Gin on a limited-edition bottle of Malfy Gin Rosa released over the summer, as well as travel, forging ties with Delta Airlines to customize the Delta One experience by providing branded amenity kits and taking over the Delta One Lounge at New York’s John F. Kennedy International Airport.
The Missoni Resort Club at Drift Beach Dubai.
Courtesy of Missoni
