Feels like summer
Exploring summer-themed retail that brings the sunshine.
Summer themed retail, bringing the sunshine
“Retail is now part of the social calendar, with brands presenting rituals, not just products.”
Although we realise that summer is not going to last forever, this season has been a brilliant one for inspiring and entertaining brand activity.
Whilst the theme of simply summer is a broad one, there are some micro trends we’ve seen appearing again and again. From evoking the idealised Riviera retreats of the past, to bringing the sweet treat of a childhood ice cream to a luxe level, the best brands understand the power of aesthetic alignment,
every facet of their experiences working in harmony with their visual language.
It’s about crafting an immersive world, not just delivering a product.
We look back on some of 2025’s best activations and brand experiences that brought the joy, the sun-bleached vistas, and the sweet indulgences of summertime to life.
Anyone for ice cream?
There’s something magical about ice cream. It’s nostalgic, indulgent, and instantly joyful. The coolness, sweetness, the unmistakable feel, its melting, fleeting nature. This is why brands have been adopting ice cream as a strategic vehicle- it’s an innately sensorial experience that is easy to connect with.
Ice cream belongs in summer. It is visually irresistible and universally loved, and it has social shareability built in; perfect for Instagram moments that extend the activation beyond physical space. Whilst free treats create surprise and delight, the real benefit is in the invitation to pause and indulge that is offered, creating tangible moments of sensory connection to enjoy and share. Wrapping these activations in a recognisable vernacular that recalls the ice cream parlours and vans of the summers of our youth layers yet more resonance with customers- sparking nostalgic joy alongside the delight of a free cooling treat in the heat.
[Image Credit: La Mer]
Our favourite examples have been Jacquemus’ bold banana(s) ice cream at their LA store, a perfectly curated extension of their playful identity, and the Louis Vuitton Gelateria at Forte dei Marmi, a summer scoop of Monogrammed vintage chic.
Brilliantly, every summer for the past four years, accessories designer Anya Hindmarch has opened a pop-up ice cream shop in Chelsea stocked with flavours based on her favourite foods, both sweet and savoury. This year’s, possibly divisive, flavours include cloudy apple juice, sriracha, chocolate Hobnob, and Maldon Sea salt sorbets.
These activities all show that using ice cream as a vehicle for brand personality can differentiate and elevate. When thoughtfully applied as part of an holistic strategy, it can be a multi-sensory connection between brand and consumer, drawing people in and making them active participants.
[Image Credit: Louis Vuitton]
Where summer lives
It is the goal of almost every brand not just to create products, but to craft a lifestyle. So, it’s no wonder that during the summer, brands pop up in holiday spots that both situate them at the intersection of their customers’ lifestyles and blend seamlessly with their aesthetic.
Beachside at Capri, Prada appear with an outpost for the brand’s summer essentials. Amplifying the nautical theme of their summer campaign, scoubidoo kits come equipped with a coordinating pastel cord colour matched to Prada’s gozzo boats and branded hardware.
In Monte Carlo, Jacquemus captures the light-hearted glamour of the Riviera summer with a takeover of the Monte-Carlo beach hotel with an aesthetic that is unmistakably Jacquemus but also quintessentially Côte d’Azur.
If this kind of activity seems indulgent and without a transactional pay-off, that’s entirely purposeful. Placemaking activations of this kind build affinity and visibility, turning an afternoon at the beach or pool into memories, and putting the brand at the heart of the rituals of summer. The invitation to participation, the appearance at places customers choose for themselves, the sensorial activities- swimming, eating, relaxing- all work because lasting positive impressions are made when brands are mindful of relevance, aware of context, and deliver with authenticity.[Image Credit: Prada, Jacquemus]
Evoking summer, harnessing nostalgia
Another key trend that reappears through the summer’s brand activities is the concept of nostalgic longing and positive memories of a summer gone by. By leveraging nostalgia, brands can offer experiences that tap into cherished memories and a longing for perhaps simpler times. Rather than simply replicating the past, our favourite examples use nostalgia to create new and meaningful experiences, blending past and present, creating relevant and refreshing connections.
Longchamp transform the heritage-rich Forte di Marmi destination into an ode to dolce vita, embodying the effortless elegance and spirited energy of the golden age of the Italian Riviera.
In glamourous and classic Portofino, joyful extravagance meets evocations of a mid-century luxury lifestyle as the Swarovski Café takes over Cracco Restaurant. Guests are invited to soak up the atmosphere of this breathtaking location, enjoying bespoke delicacies in a carefully curated evocation of the sun-drenched retro polaroids of the summer of the 60s and 70s.
Located a short walk away from the iconic red carpet of Cannes, La Plage Nespresso retro-inspired beachside activation blends film culture with laid-back coastal vibes; bringing pastel hues, sun-bleached tones, and cinematic flair, all viewed through a nostalgic 1990s lens.[Image Credit: Nespresso/Swarovski]
Summer joy
Using the imagery and ideas of summer in brand activity is a powerful way to connect. Summer evokes strong emotional associations- freedom, joy, renewal- a number of brands have utilised this general positive feeling in micro activities designed simply to delight.
Louis Vuitton expanded their iconic City Guide collection with a new sun-drenched format that focuses on resorts, a compact travel companion spotlighting four Mediterranean destinations: Capri, Ibiza, Mykonos and Saint-Tropez. Each of the pocket-sized guides offer an illustrated look at each destination through the eyes of local tastemakers, bringing the iconic places to life with whimsy and authenticity via joyful illustrations and colour-drenched evocations.
In another micro-activation that draws out a tiny slice of summertime- the indulgence of a lazy breakfast with pastries- Massimo Dutti appear with a bakery take-over in Saint-Tropez. The pop-up features a takeover by La Pâtisserie Cyril Lignac, offering their renowned patisserie and chocolates. The store is designed to embody the spirit of the French Riviera; from the muted and sophisticated packaging to the sweet retro styling. The activation’s refined minimalism ensures that what customers remember most are the sweet moments and the emotional link crafted between brand and the Riviera surroundings.
The success of all these activations is in that they provide memory-making experiences to their customers. Each one places the brand at the heart of daily summertime life, both small rituals, and more wide-reaching, aspirational world-building.[Image Credit: Louis Vuitton/Massimo Dutti]
How to apply this thinking
This kind of context-specific and deeply thematic activation — designed for specific moments and audiences — produces authentic encounters that last long after the tan has faded.
Want to know how context-first, trend-aware thinking can produce more memorable customer experiences?
Let’s carry on the conversation
