Vilebrequin brings Riviera beach-club luxury to Miami rooftop
Vilebrequin turned Riviera swimwear into a rooftop membership play, pairing an 18,000-square-foot Miami club with retail, cabanas and poolside dining.
Vilebrequin has stopped treating the beach as a backdrop and started treating it like a membership code. On the rooftop of UNFRAMED, Autograph Collection at 1685 Washington Avenue, the French swimwear house brought its Riviera-minded beach-club formula to Miami Beach, where old-money leisure now looks less like a trunk show and more like a place to linger, drink, shop and be seen.
The Miami outpost, Vilebrequin La Plage Miami Beach, occupied an 18,000-square-foot rooftop that combined a restaurant, bar, terrace and poolside destination with indoor, outdoor and poolside seating. A retail area stocked Vilebrequin swim and resortwear, folding the brand’s product directly into the social setting that sells it. The timing matters: the Miami debut was set for Saturday, May 24, 2026, and it landed in a city where hospitality brands increasingly use rooftops and pools as luxury billboards.
UNFRAMED gives the concept the right shell. The 149-room hotel, owned and developed by Finvarb Group and JAJ Investment Group, sits in Miami Beach’s cultural district overlooking Soundscape Park and The Fillmore. Marriott describes the property as design-forward, with a rooftop pool, private cabanas, outdoor showers and al fresco dining, all of which suit a brand that began in Saint-Tropez in 1971, when Fred Prysquel and Yvette turned French seaside ease into a fashion language of its own. Vilebrequin’s beach-club expansion simply extends that code into architecture, service and atmosphere.
The company has been building the model for years. Vilebrequin opened its first beach-club concept in Cannes in 2022, then added partner-operated clubs in Doha in 2024 and Crete in 2025. G-III Apparel Group, which brought Vilebrequin into its portfolio in 2012, says the brand now spans more than 100 countries through 200-plus company and partner-operated stores and plans more hospitality openings in Miami and Oman in 2026. WWD also noted ambitions for as many as 15 beach clubs worldwide within three years.
That is the real shift inside luxury resort culture: the status signal is moving off the rack and into the room. A Vilebrequin print still matters, but the stronger draw is the scene around it, the cabana, the terrace, the pool edge and the sense that leisure itself has become the product. Miami has become the latest stage for that idea.
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