Cannes- MiaMi- Doha
FROM THE BEACH TO A WORLD OF HOSPITALITY
From beach clubs and cafés to forthcoming tableware and outdoor furniture, Vilebrequin is translating more than 50 years of Riviera lifestyle into a tangible hospitality ecosystem. Vilebrequin was born on the sand in Saint-Tropez in 1971. For more than five decades, the brand has expressed a distinctive way of being on holiday— through water, colour, family, long lunches and effortless Riviera elegance. Today, that world is expanding beyond products into experiences. Through Vilebrequin La Plage and Café Vilebrequin, to be followed by outdoor furniture and tableware, the brand is building a hospitality ecosystem that guests can enter, experience and remember.
LA PLAGE: WHEN THE BRAND BECAME A PLACE
Vilebrequin La Plage was the first expression of this evolution. Following the opening of its first beach club on the Croisette in Cannes, the concept expanded through collaborations with leading hospitality partners, including St. Regis in Doha and Muscat, before reaching Crete and, most recently, Miami with a rooftop pool and restaurant experience.
Each Vilebrequin La Plage is adapted to its local environment, while the promise remains consistent: Riviera-inspired design, generous coastal dining, distinctive visual signatures, social rituals and a warm, multigenerational atmosphere. For hotel owners and developers, La Plage is designed not merely as an amenity, but as a destination within the destination.
BEYOND THE BEACH CLUB Café Vilebrequin is the brand’ s next all-day expression: morning coffee, Riviera lunches, sweet treats, aperitivo, takeaway and merchandising. Designed as a scalable beach-café concept rather than a conventional branded café, it will bring the spirit of the French Riviera to resort, street, mall and travel-retail environments.
ONE BRAND. MULTIPLE WAYS TO ACTIVATE A DESTINATION.
The model is deliberately flexible. A partner may begin with a beach club, a café, a retail presence or a bespoke product programme. Each expression can stand alone, while the full ecosystem allows a hotel or resort to create more guest touchpoints, a stronger visual identity and additional reasons to visit, stay, purchase and return.
MEET VILEBREQUIN HOSPITALITY IN CANNES
During ILTM Cannes, from 30 November to 3 December 2026, Vilebrequin Hospitality will welcome selected hotel owners, developers and operating partners at Vilebrequin La Plage, 64 boulevard de la Croisette, Cannes. The team will present its existing hospitality concepts, upcoming developments and partnership opportunities across beach clubs, cafés, hospitality products, retail and bespoke programmes.
DISCOVER THE VILEBREQUIN HOSPITALITY WORLD
Meet us at Vilebrequin La Plage during ILTM By appointment 64 boulevard de la Croisette, 06400 Cannes For development enquiries, please email hospitality @ vilebrequin. com
Oct / Nov 2026 hotelsmag. com 13