Vilebrequin opened La Plage Miami, its first U.S. beach club, on May 22, 2026 at the Unframed, Autograph Collection by Marriott on Miami Beach. The 18,000-square-foot rooftop venue marks the French swimwear brand’s fifth global hospitality location and its largest stateside push into resort hospitality.
The Vilebrequin La Plage Miami beach club 2026 opening adds another fashion-led venue to a rapidly expanding luxury hospitality category. CEO Roland Herlory said the concept extends “the reach of the brand” while celebrating the “art de vivre of the Riviera,” according to a statement reported by WWD.
Riviera Concept Arrives on Miami Beach’s Rooftop
La Plage Miami occupies the 8th floor of the Unframed hotel at 1685 Washington Avenue. The 18,000-square-foot venue includes a 175-seat restaurant, an indoor dining room, a bar and lounge, an exterior terrace and pool, and an on-site Vilebrequin retail shop. The space delivers panoramic views over Miami Beach.
Paris-based designer Vincent Darré led the interiors, translating the brand’s Saint-Tropez heritage into a tropical Atlantic setting. The hotel itself was designed by French architect Rudy Ricciotti and is co-owned by Miami-based Finvarb Group and Luxembourg-based JAJ Investment Group.
The integration of retail, dining, and pool service follows a format Vilebrequin has refined since its 2022 Cannes flagship. The move parallels other luxury houses pushing into hospitality, including the Louis Vuitton Hotel London and a broader trend of fashion brands operating physical hospitality assets.
Culinary Team and Pricing
Executive Chef Gregory Gourreau leads the kitchen. The French chef brings more than 30 years of experience and has built the menu around southern French flavors paired with South Florida produce. Hospitality operators 34th Floor and Schulte F&B Group are managing the venue, with Emmanuel Bergesio serving as general manager.
Daily happy hour pricing positions the venue against other Miami Beach rooftop bars rather than only top-tier dining. Wines start at $10, cocktails are $14, and bites begin at $9. Full-menu pricing was not released ahead of opening.
The food and beverage program runs alongside Vilebrequin’s broader summer push, which includes resort collaborations and beach-adjacent product launches similar to the Tory Burch’s Splash High Summer 2026 collection and the Burberry x Hunza G swimwear collaboration.
Vilebrequin’s Global Beach Club Expansion
Miami is the fifth Vilebrequin La Plage location worldwide. The brand opened its flagship in Cannes in 2022 and has since launched venues in Doha (2024), Elounda, Crete (2025), and Muscat, Oman. Herlory has said the company is targeting 20 to 25 global beach club locations long term.
“The beach is where we belong.” — Roland Herlory, CEO, Vilebrequin
The expansion runs parallel to a wider industry shift in which luxury labels pair retail with hospitality, including Dior Dioriviera 2026 beach collection activations and other brand-led Riviera experiences.
Miami’s emergence as a fashion capital adds to the strategic rationale. The city has hosted high-visibility brand events including Miami’s fashion moment at the Formula 1 Grand Prix, drawing celebrity attendance from luxury houses across the U.S. and Europe.
About Vilebrequin: From Saint-Tropez to Global Resortwear
Vilebrequin was founded in Saint-Tropez in 1971 by Fred Prysquel, who built the brand around printed men’s swim shorts. G-III Apparel Group acquired the company in 2012 for $106 million.
The brand now operates 107 company-owned stores and 91 franchised locations across more than 100 countries. The Miami beach club integrates that commerce footprint with hospitality by placing a Vilebrequin retail shop directly inside the rooftop venue.
The wider resortwear category remains competitive heading into summer 2026. Recent launches include the Roxy x Juicy Couture swimwear launch, Meshki Swimwear Resort 2026, and the Havaianas x Isabel Marant flip-flop collection. Accessory trends including jelly tote bags trending this summer round out the season’s resort merchandise.
For comparison on international brand retail strategy, see Veronica Beard’s Paris boutique opening, which represents the inverse trajectory of a U.S. label expanding into Europe as Vilebrequin pushes deeper into the American market.
