The brief was to translate Mytheresa’s digital luxury offering into a physical experience for its clients, extending the Maison Mytheresa concept to the French Riviera. The ambition was to create an intimate destination that brought fashion, culture and community together, encouraging guests to discover brands and connect through a personal, memorable experience. The Alulim yacht provided a setting aligned with clients’ summer lifestyles, with the atmosphere of an exclusive private club.
DESIGN LEAD | Cleo Harris-Seaton
AGENCY | Studio Boum
STYLING | Emily Pugh at EEP studios
The creative direction reimagined the yacht through a cohesive layer of branded styling and scenography. Mytheresa’s signature yellow appeared across parasols and sun loungers, complemented by branded life rings, fans and pool toys, while curated fashion selections were distributed throughout the rooms. These interventions connected the brand to the yacht’s leisure setting. A programme of talks, trunk shows and parties brought the spaces to life, creating a two-week travelling destination that combined shopping, hospitality and social connection.
