Missoni takes over Drift Beach Dubai
Italian fashion house Missoni has transformed Drift Beach Dubai with its iconic patterns in the brand's first Middle Eastern resort club collaboration. Olivia Palamountain reports
A year-long partnership between Missoni and Drift Beach Dubai sees the fashion brand's distinctive designs featured across the beach club's daybeds, parasols and cabanas.
Located at the One&Only Royal Mirage, the design scheme focuses on deep blues and ocean turquoise with emerald green accents, aiming to blend the fashion brand's bold aesthetic with one of Dubai's most decadent beachfront destinations.
Opened in October, 2024, the project marks Missoni's latest venture into lifestyle spaces, creating what the brand calls "immersive branded environments in exclusive locations" where guests can fully experience the Missoni lifestyle philosophy. 
This transformation represents Missoni's first Resort Club in Dubai, extending the fashion house's influence beyond clothing into luxury leisure experiences. The partnership follows a similar successful collaboration at One&Only Reethi Rah.
Design and hospitality collaborations are big business right now and Missoni is not the first fashion house to move into the beach club space.
Fendi recently partnered with Puente Romano Beach Resort in Marbella, Spain, to transform the resort’s La Plaza dining area into a Fendi-themed restaurant.
The reimagined La Plaza showcased Fendi’s iconic design elements, with the fashion house’s signature Pequin stripes adorning textiles, cushions and sun umbrellas in a vintage summery palette of yellow and beige. Read more here.
During summer, 2024, Four Seasons collaborated with both Jacquemus and Paper London for exclusive collections and fashion-centric hotel takeovers (find Globetrender’s full report here).
Meanwhile, the latest Kimpton x Anthropologie collaboration lets hotel guests borrow on-trend accessories via QR code for the duration of their holiday via its Forgot It? We’ve Got It! initiative. Check it out here.
The five-star SO/Paris is the latest hotel to jump on the trend for “Shoppable Stays” with the release of two new partnerships.
In a collaboration with Berlin-based loungewear designer, Tom Àdam, the hotel has released a bespoke pyjama set crafted in SO/ Paris’ signature rust hue, complemented by a sleeping mask in rust and lilac stripes.
