SUMMER CALLING: Hailey Bieber is taking her billion-dollar beauty brand Rhode on vacation.
Rhode has taken over the beach club Gran Folies in Majorca, Spain, from Wednesday to July 23 with gray and yellow sun loungers, towels, ice cream treats and beach inflatables.
“Rhode summer club has lived on my brand vision board since the earliest days of building Rhode. Bringing this world to life has been such a fun and fulfilling journey,” Bieber told WWD.
Rhode has taken over Gran Folies in Majorca, Spain.
Courtesy of Rhode
“Summertime really captures the essence of the Rhode vibe, and I’m so proud to be unveiling the dreamy, sun-soaked ‘Lemontini’ universe we’ve created. We’ve always loved connecting with our community through unexpected, IRL experiences, so we knew this had to feel really special — something that truly reflects the imagery and inspiration behind the product launch,” she added.
The pop-up is a result of Rhode’s success with immersive experiences, such as its photo booth that has touched down in Los Angeles, New York, London and Ibiza last year.
To get in the summer mood, the brand unveiled its latest Peptide Lip Tint, the Lemontini, inspired by the citrusy summer cocktail that naturally fits into Rhode’s beach club.
“The Rhode beach club exemplifies how we like to bring our products to market in a disruptive, exciting way. We build a visual world around our innovation to delight and get the community excited about what we are launching and then pair this with a physical, immersive, IRL experience to showcase this world for our community to see, touch, feel and be a part of,” said Lauren Ratner, Rhode’s cofounder, president and chief brand officer.
Hailey Bieber’s Rhode launches limited-edition Lemontini Peptide Lip Tint.
Dudi Hasson
“We wanted to create a new kind of experience this summer for our European audience to experience the world of Rhode like never before,” she added, referring to the company’s branded beach loungers, cozy towels, sun umbrellas and sporty water bottles.
The beach club project has been in the making for over a year and in the process, Rhode Futures Foundation has teamed with Associació Tardor, a shelter in Majorca that helps fight poverty and social exclusion in the region.
The foundation has made a donation to Associació Tardor to support the shelter’s kitchen improvements, lockers for residents and monthly food budget.
As reported, Bieber has been fixating on summer and what she wants to put out.
“My vision has been clear for months about what the world of Rhode summer is going to look like. I have a whole world that’s coming and ready to go, just think very European, beautiful summer,” she told WWD last month.