Brooklyn is getting a taste of the luxury summer brand activations typically reserved for the Hamptons or South of France. <\/p>\n
Sephora Summer Club is launching its first-ever poolside activation, which runs from Friday, May 22, to Labor Day, Sept. 7, blending beauty, hospitality and wellness into an immersive seasonal experience.<\/p>\n
The first-ever Sephora Summer Club will run from Memorial Day through Labor Day as an experiential brand activation.<\/p>\n
In partnership with The William Vale<\/a> in Brooklyn and Isla Bella Beach Resort<\/a> in the Florida Keys, the activation provides guests with an immersive resort-style atmosphere integrated with Sephora\u2019s signature black-and-white stripes and seamlessly blending luxury hospitality and on-demand beauty discovery. <\/p>\n While enjoying custom drinks like a \u201cSephora Spritz,\u201d the destinations will feature elevated touchpoints, including a Sephora Beauty Library where guests can rent beauty tools, complimentary sun-care products, and a dedicated Sephora Kiosk stocked all season with fan-favorite essentials available for purchase, as well as special rewards for Beauty Insider members.<\/p>\n The collaboration arrives amid a growing wave of luxury brands transforming hotels and resorts into experiential playgrounds. Echoing the rise of buzzy summer activations from brands like Rhode<\/a> and Dior,<\/a> more brands are leaning into the aura and mystique of travel and sunkissed skin to build cultural relevance. <\/p>\n In recent years, brands have capitalized on influencer trips as opportunities to generate a steady stream of content and increased visibility beyond traditional advertising in a highly competitive market.<\/p>\n In partnership with two iconic hotels, guests can enjoy beauty and wellness programming courtesy of the prestige retailer. <\/p>\n But unlike many ultra-exclusive seasonal pop-ups that require long flights or exclusive invitations, Sephora says accessibility was central to the concept.<\/p>\n \u201cWe know consumers are looking for more meaningful ways to interact with the brands they love, and the Sephora Summer Club is our way of stepping outside our stores to connect with our community in new, relevant ways,\u201d Jessica Stacey, Sephora\u2019s US senior vice president of External Communications, Experiential and Marketing Partnerships, told The Post.<\/p>\n The goal in Brooklyn and Florida was to capture the entire spectrum of summer beauty. <\/p>\n Stacey added that the proximity of properties was intentional. The William Vale and Isla Bella Beach Resort are both reachable and accessible to their markets and represent the entire spectrum of summer beauty, ranging from Brooklyn\u2019s metropolitan energy to the laid-back vibe of the Florida Keys.<\/p>\n \u201cBy mixing top-tier beauty with resort-style leisure, we\u2019ve built an immersive destination where all beauty enthusiasts, whether they are hotel guests or locals dropping in, can experience Sephora,\u201d Stacey added.<\/p>\n At The William Vale, the experience channels the spirit of a European beach club, reimagined through a distinctly New York lens, according to William van Wassenhove, managing director of The William Vale.<\/p>\n At The William Vale, the activation is inspired by a European beach club with urban energy. <\/p>\n The hotel will also host monthly cinema nights and a social media poll to let viewers pick what to watch. chris bray<\/p>\n At the bespoke property, guests can access a \u201cBeauty Library\u201d featuring rentable premium beauty tools and treatments, as well as a Sephora kiosk stocked with travel-ready products and poolside essentials. Monthly \u201cDive-In Cinema\u201d movie nights will also be open to the public, with film selections chosen via social media polls, leaving it to the fans to decide what\u2019s showing.<\/p>\n \u201cThe Sephora Summer Club at The William Vale was designed with a truly inclusive mindset,\u201d van Wassenhove told The Post. \u201cWe wanted to take a holistic approach to beauty and wellness while creating a pool experience that feels more intentional, immersive and meaningful.\u201d<\/p>\n Custom beverages like the \u201cSephora Spritz\u201d will help get guests into the summer spirit. chris bray<\/p>\n The Brooklyn property \u2014 known for its rooftop bar Westlight, Italian restaurant Leuca, and one of the longest outdoor hotel pools in Brooklyn \u2014 also developed a dedicated food and beverage program with NoHo Hospitality Group, in addition to its beauty-focused amenities. <\/p>\n The custom menu will feature cocktails, low-ABV drinks, no-alcohol options, and Sephora-themed menu moments intended to complement the \u201cplayful, beauty-forward energy\u201d of the activation.<\/p>\n \u201cThe culinary offerings are light, bright, colorful, and designed to feel both healthy and satisfying,\u201d van Wassenhove said.<\/p>\n In partnership with the culinary team, custom menu options will also be available to hotel guests. chris bray<\/p>\n The activation reflects a broader shift toward experience-driven retail and hospitality, particularly among younger consumers, who are increasingly drawn to tactile, immersive social experiences that blur the lines between shopping, entertainment, wellness and travel.<\/p>\n Sephora Summer Club will be available for a limited time throughout the summer season at The William Vale and Isla Bella Beach Resort. Reservations can be made via each property\u2019s website, with day access for locals via ResortPass.<\/p>\n \t\t\t\t\t\t