A beach club, at its best, is a place where the line between day and night disappears. It’s not a hotel, not a restaurant, not even a nightclub – and yet, it combines elements of all three. We’re taking you to the most beautiful ones in Europe.
Isidora MitriJune 28, 2025
Summer luxury is no longer measured by the number of stars. Nowadays, when someone asks, “Where are you going this summer?” they don’t want to know the destination on the map – what they ask is What’s the vibe like where you’re going?, Do you drink espresso or Aperol spritz?, Do you spend the afternoon in silence as the sun slips below the horizon, or Does the day flow into night with a house DJ set, where the rhythm matters more than the volume? It’s no longer a “beach holiday” as travel agencies once sold it, where the biggest attraction was the variety of the buffet. Today, the hot spots are those places that look as if they were meticulously styled for a movie set or a fashion editorial — because they probably were.
So, what are the new standards? The rhythm of the place. Your tan. The texture of the towels. The sound of ice in a glass. The way someone looks at you while putting on their sunglasses—not to judge you, but because they like your hat. Here, everything blurs between aesthetics and experience. And that’s why, when someone asks you today, “Where are you going this summer?” they really want to know—which beach club will we be seeing on your Instagram feed?
A beach club, at its best, is a place where the boundary between day and night disappears. It’s not a hotel, not a restaurant, nor a nightclub—yet it contains elements of all three. And it’s not just about the beaches. These are all-day rituals, carefully staged to feel spontaneous. Here, towels are as important as clothing. What makes them special is their balance between private and public, between glamour and ease. That’s how they became the new status symbols of summer: you no longer need to carry your logoed raffia bag—now you arrive at a space that’s fully branded, but gently, sophisticatedly, like a visual signature rather than an advertisement.
That’s how the GUESS selection of beach clubs across Europe caught my attention. A brand that has successfully built its visual identity for decades on the edge between current trends and nostalgia is now making a serious aesthetic leap—not through a new bag model (though there are those too), but through carefully curated spaces. GUESS has thus set new rules of the game with carefully chosen partnerships at the most sought-after European summer destinations—Kalua in Mykonos, Blue Marlin in Ibiza, Purobeach in Portugal, Arienzo in Positano… as well as more discreet gems like Yuzu in Turkey or the Marriott rooftop in Sopot. Each of these clubs not only carries the GUESS aesthetic but becomes its physical extension: the chosen rhythm, tone, texture, and light.
Below, we bring you an insider’s guide to the most stylish beach clubs in Europe—those chosen by editors, photographers, fashion experts, and all who refuse to compromise on aesthetics.
If you’ve ever wondered what a beach club looks like where nothing is accidental, yet nothing feels over the top, Kalua Beach Club in Mykonos is your answer. This club, located in Paraga Bay, may officially be listed as a beach bar, but in reality, it’s a microcosm where every shade of sand, every fabric, every music track is part of a carefully crafted script. GUESS, together with the Kalua team, created a space where the brand’s aesthetic isn’t just worn—it’s lived.
From GUESS-branded towels that closely resemble the latest knits from the summer collection to sunbed cushions in tones of Mediterranean clay and light sand, everything is there to support the idea of visual hedonism. GUESS designed this space to remind you at every step that luxury is no longer about the material, but about the feeling: the feeling of being in a place where everything makes sense, where the color of the drink in your glass matches the shade of your nail polish, and the song playing sounds like an extension of your mood.
Although the competition in Mykonos is fierce, Kalua still holds the title of the most photogenic beach club on this Greek island. GUESS recognized this and elevated it: this summer, their presence is everywhere, yet discreet. The pop-up shop is set up as if it’s part of the landscape. The leather details on the sunbeds echo the straps of bags from the new collection. Nothing is accidental. Everything is sophisticated.
Although Mykonos is the star of the season, the GUESS summer itinerary doesn’t end there. If you prefer sunsets accompanied by served shellfish and views of the Amalfi coast waves, Arienzo Beach Club in Positano is the address that blends Italian glamour with a sense of calm. Forte dei Marmi, through the GUESS concept at La Fenice club, brings back the idea of sophisticated 70s-style summer vacations, becoming a place where silk scarves and tortoiseshell-framed sunglasses are worn — and all before breakfast.
Up north, Bernie’s in the Netherlands brings a new definition of chill luxury. It’s a place for those who prefer gray sand and sparkling dinners by the North Sea coast. Blue Marlin in Ibiza remains the benchmark for anyone who knows that luxury is measured by the music the DJ plays at sunset. Yuzu in Turkey is a hidden gem for insiders, while Sopot, with its Marriott rooftop, proves that even the Baltic Sea is now part of the fashion map.
These destinations aren’t just fashion stops—they’re lifestyle extensions of a brand that knows what to offer its customers. They no longer seek just clothes; they seek atmosphere. GUESS hasn’t merely enhanced beaches with designed details; it has turned them into an experience. If this summer you want more than just sea and sand, maybe it’s time to find your GUESS beach club. The first on the map? Mykonos, of course.
This article was created in collaboration with GUESS.
