GUESS has expanded its beach club takeover programme with GUESS Island, a private island activation on Bawe Island off the coast of Zanzibar.
Running from May to August 2026, the project has transformed selected areas of Bawe Island into an immersive extension of its lifestyle identity. The island, part of The Cocoon Collection, covers more than 30 hectares and includes 70 villas.
GUESS said the project marks a new stage in its beach club strategy, moving from seasonal branded takeovers into a larger destination-led experience. The brand described GUESS Island as the first fashion activation of its scale to take place on a private island.
The concept is intended to integrate fashion, hospitality and lifestyle design across arrival, leisure and private spaces. According to the brand, the takeover has been developed to be discovered through the setting rather than through overt branding.
The visual approach draws on the surrounding landscape, with mocha tones used near the beach and deep greens at the poolside. A GUESS pattern created specifically for the project has also been introduced, taking inspiration from the island location.
Selected elements of the activation incorporate local craftsmanship, intended to strengthen the connection between the brand environment and Zanzibar’s setting.
The project follows GUESS beach club partnerships in destinations including Blue Marlin in Ibiza, Kalua Beach Club in Mykonos, Ipanema Beach Club in Taormina and Bagno La Fenice in Forte dei Marmi. The portfolio also includes Yuzu Beach in Turkey and Eva Beach Club in Dubai.
GUESS said each seasonal destination allows the brand to introduce bespoke patterns and palettes developed in response to its setting. GUESS Island is positioned as the most ambitious expression of that strategy to date.
As of 1 November 2025, Guess directly operated 1,058 retail stores in Europe, the Americas and Asia, while its partners and distributors operated 507 additional retail stores worldwide.
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The post GUESS Expands Beach Club Concept With Island Takeover appeared first on 365 Retail – Retail News and Events.
