Vilebrequin is bringing its popular hospitality concept to the U.S.
Four years ago, the French swim and lifestyle brand opened its first beach resort in Cannes. Since then, it has expanded the club concept into other beach communities including Crete, Doha and Oman. And now, it will open Vilbrequin La Plage, a Riviera-inspired restaurant and poolside destination atop the Unframed, Autograph Collection by Marriott Hotel in Miami Beach. The space opens Saturday.
The mixed-use property at 1685 Washington Avenue is owned and developed by Miami-based Finvarb Group and Luxembourg-based JAJ Investment Group. It features 149 rooms and was designed by French architect Rudy Ricciotti.
Roland Herlory, chief executive officer of Vilebrequin, believes the beach club concept is a good way to “extend the reach of the brand. From the beginning, Vilebrequin was about the art of the beach and we offer fantasy and elegance in everything we do.”
Vilbrequin is a “holiday and vacation brand,” he added, one that celebrates “free time with family and friends. That is our DNA.” So it made sense to extend that into a larger hospitality concept.
He said each of the locations was chosen for its proximity to beaches or pools. “It has to be connected to water, which is our natural territory and extends the beach expertise we’ve been building for 50 years.”
But because Vilebrequin is not a hospitality company, the company has partnered in each city with an operator to run the facility.
He said the company selected Miami because it is “the most important market for us in the U.S.,” and the city celebrates summer all year. Vilebrequin operates stores in nearby Bar Harbour, Palm Beach and Brickell in Miami, he said.
Even though the Miami destination is not directly on the ocean, it is being designed to bring the spirit of the Côte d’Azur to South Beach through a distinct blend of food, drinks, design and fashion.
The Unframed hotel in Miami.
Courtesy of Vilebrequin
“La Plage is an extension of the Vilebrequin lifestyle,” said Vilebrequin La Plage general manager Emmanuel Bergesio. “We’re thrilled to bring the atmosphere and art de vivre of the Riviera — relaxed, joyful and centered around the pleasures of the sea, good food and time spent together. Miami felt like a natural place for the concept to land.”
The 18,000-square-foot venue on the hotel’s eighth-floor rooftop was designed by Paris-based Vincent Darré and developed in collaboration with hospitality group 34th Floor. They sought to reinterpret the Riviera through design details, furnishings and artwork inspired by Vilebrequin’s signature patterns and seaside heritage as well as Miami’s soft color palette.
The space includes a 175-seat restaurant with panoramic views that includes an indoor dining room, bar and lounge, exterior rooftop terrace and pool. The space will include a retail shop for guests to purchase Vilebrequin swim and resortwear as well as exclusive gifts including men’s swim trunks, unisex T-shirts, a tote bag, and a tea cup and saucer set.
The restaurant is being run by executive chef and French native Gregory Gourreau who has more than three decades of culinary expertise. His menu reflects the flavors of Southern France, while honoring Miami’s tropical cuisine and uses seasonal ingredients sourced locally and sustainably. In the morning, guests can choose from a range of breads, pastries and sweets. For dinner, Gourreau has reimagined Riviera classic dishes and seafood meals. There will be a dedicated raw bar and desserts focus on classic French sweets.
Cocktails and mocktails are offered at the club.
Mark Mediana
The cocktail menu is complementary and intended to capture the elegance of French aperitivo culture. Nonalcoholic options are also available.
Guests can also be served poolside in pink-striped lounge chairs of daybeds and the restaurant will offer happy hour everyday withselect wines starting at $10, cocktails at $14 and bites starting at $9.
Herlory said Vilbrequin expects to continue to roll out this concept and would like to ultimately open 20-25 globally, including five in the U.S.
Vilebrequin was founded in Saint-Tropez in 1971, and acquired by G-III Apparel Group in 2012.
