Say the name ‘Nikki Beach’, and it immediately evokes images of blissful summer days, soulful soundtracks and hazy, sunny memories. This year, the iconic brand is celebrating 21st anniversary and — apart from the good times it has given millions of sun-seekers over the years- Nikki Strand is perhaps best known as being the first of its kind: having invented the concept of luxury beach club.
Nikki Beach was launched in 1998 by entrepreneurs Jack and Lucia Penrod, as a tribute to Jack’s daughter Nicole, who tragically died in a car accident just 18 years old. The couple wanted to celebrate Nicole’s life, and the origins of Nikki Beach began with a quiet ‘garden lunch retreat’ by the ocean in Miami Beach.
“Jack went to work and turned the pool area of Penrod’s Beach Club into a magical garden by the sea and called it Café Nikki,” says Lucia Penrod, in The celebration of life, Assouline‘s luxury tribute book to Nikki Beach. He personally planted each tree. Nicole loved butterflies, so we made them flutter around the flowers and the milk tree along with the birds and a cat named Billy who made the garden his home. The loving energy and positive atmosphere soon attracted the most beautiful group of people in the city, who came every Monday night to relax with friends. The soiree kept growing, and the only way to expand, to accommodate everyone, was towards the sandy area next to the garden, and in 1998, Nikki Beach was born. ”
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Soon the idea of combining music, dining, entertainment, fashion, film and art came to one … and the rest is history. Nikki Beach has since grown into a global lifestyle company, counting 13 beach clubs, five hotels and resorts, a fashion department, a non-profit charity (Nikki Cares) and an arm with special events under its belt. These days, Nikki Beach can be experienced in some of the world’s most glamorous hotspots: Miami Beach, Saint Tropez, Saint Barth, Marbella, Koh Samui, Mallorca, Ibiza, Monte Carlo, Dubai, Versilia, Barbados, Costa Smeralda and Montenegro.
To celebrate its 21-year success, the brand is planning a number of new guest experiences this year. First of all, it is Eat under the stars series, where it has invited some of the best Michelin chefs in the world to offer ‘menu takeovers’ at selected venues, all inspired by the local cuisine.
On Nikki Beach Saint Tropez, three Michelin stars Helene daroze (from Hélène Darroze at The Connaught in London) will, in partnership with Perrier Jouët, cook up (July 27, 2021). While three Michelin-starred French chef, Christian Le Squer (Restaurant Le Cinq in Paris) will also be shown in a pop-up at Nikki Beach Saint Tropez, in partnership with L’Orbe for a vodka and food pairing, and Perrier Jouët for a Champagne offer (August 9, 2021).
Your Under The Stars event also takes place at Nikki Beach at Fairmont Monte Carlo with three Michelin stars Glenn Much (Baumanière Hôtel & Spa) bring to life its sustainable gastronomy (17 August 2021).
New luxury collaborations will also be on the bill, including high-end fashion partnerships with brands such as Virginia Macariand local offerings, including photo exhibitions for masters of local artists.
As privacy and personalization continue to be the key to luxury travel trends in 2021, Nikki Beach is tailoring its offering to suit the traveler following the pandemic. The brand’s superyacht and villa dining allows guests to enjoy first-class culinary experiences in the comfort of their own space. The bespoke ‘Sun Butler’ service – the first concierge ever to ease any sunbathing need – will keep guests pampered with free sunbathing gifts from the Italian luxury brand Cotril for all Ultimate Bed guests.
“Nikki Beach is committed to celebrating life every day,” the brand says. “And since dining, dancing, and hanging out with friends and family are an integral part of every party, this philosophy represents the essence of Nikki Beach and is in harmony with the local values and culture found throughout the world.
Moreover, the company’s meteoric rise has not stopped yet. With additional properties in the Nikki Beach pipeline at high-profile destinations, the brand has plans for expansion. Nikki Beach Resort & Spa Montenegro – the brand’s fifth resort and 13th beach club property – opened in May and another is set to open Sri Lankais the most pristine beach of Balapitya in 2022. Nikki Beach -branded homes at Nikki Beach Montenegro will also be launched in 2023 alongside the brand’s property in Tivat Bay, with 65 luxury lifestyle units with private pools and sky gardens. It does not get more amazing than that.