Miami Beach Gets a Taste of the Riviera as Vilebrequin Opens Its First U.S. Beach Club
The French swimwear and lifestyle brand Vilebrequin is bringing its signature seaside hospitality to American shores, opening Vilebrequin La Plage this Saturday on the rooftop of Miami Beach’s Unframed, Autograph Collection by Marriott Hotel. The 18,000-square-foot venue, perched atop the eight-floor property at 1685 Washington Avenue, is designed to evoke the spirit of the Côte d’Azur with a restaurant, poolside lounging, and a boutique retail shop.
This marks the brand’s first U.S. beach club, following successful locations in Cannes, Crete, Doha, and Oman. Each spot was chosen for its proximity to water, which CEO Roland Herlory calls the brand’s “natural territory.” Miami, he says, is Vilebrequin’s most important American market, with existing stores in Bar Harbour, Palm Beach, and Brickell. “The city celebrates summer all year,” he notes.
The rooftop space, designed by Parisian Vincent Darré in collaboration with hospitality group 34th Floor, blends Vilebrequin’s playful patterns with Miami’s soft palette. Inside, a 175-seat restaurant with panoramic views offers indoor dining, a bar, a lounge, and an exterior terrace. French-born executive chef Gregory Gourreau, with over three decades of experience, crafts a menu rooted in Southern French flavors while incorporating local, sustainable ingredients. Expect fresh pastries at breakfast, Riviera classics and seafood at dinner, plus a raw bar and French desserts.
Cocktails celebrate French aperitivo culture, with nonalcoholic options also available. Guests can order poolside from pink-striped lounge chairs, and daily happy hour features wines starting at $10, cocktails at $14, and bites from $9. The on-site shop sells Vilebrequin swim trunks, T-shirts, totes, and exclusive gifts.
Herlory says the company, founded in Saint-Tropez in 1971 and acquired by G-III Apparel Group in 2012, plans to grow the concept to 20–25 clubs globally, including five in the U.S. “La Plage is an extension of the Vilebrequin lifestyle,” adds general manager Emmanuel Bergesio. “We’re thrilled to bring the relaxed, joyful art de vivre of the Riviera to Miami.”