Burberry has checked into Hôtel Belles Rives this Euro summer with their South of France seasonal takeover.

The house’s activation exemplifies the brand’s evolving approach to luxury world-building, extending beyond just fashion and into a fully immersive lifestyle experience.

Set against the backdrop of the French Riviera, the historic hotel, once home to F. Scott Fitzgerald during his writing of Tender is the Night, provided the perfect setting for Burberry to merge heritage, escapism, and luxury.

For the collaboration, Burberry reworks its signature tartan into the hotel’s distinctive Riviera blue, appearing across the sunbeds, private jetty, and the hotel’s original 1920s lift interiors.

Running until the end of September, the takeover includes Burberry experiences from water skiing sessions, to Burberry-branded ice lollies and curated cocktails at the Fitzgerald bar.

What do you think of Burberry’s South of France takeover?