– – Nikki Beach launches a home fragrance collection, Assouline published coffee table book and an original song to celebrate the milestone – –
Nikki Beach, the family owned and operated global luxury lifestyle and hospitality brand, is celebrating 20 years in business. The brand, which is the first and original luxury beach club concept with 14 locations around the world, has blossomed into a well respected hotel and resort company.
The business started in 1998 as a quiet garden by the sea located in Miami Beach. It was called Café Nikki to honor the life of Nicole Penrod, Jack Penrod’s daughter who was killed in a car accident when she was only 18. Jack and his wife Lucia Penrod planted a beautiful Zen-like flower and butterfly garden that housed a small café to pay homage to Nicole’s life. Guests who came by would tell someone else about the brand and so on, hence the brand’s, “Tell Only Your Best Friends” mantra.
Celebrities found their way into Café Nikki and fell in love with its energy. With the success of Café Nikki, a natural expansion to the beach area took place, and Nikki Beach was born. The Penrod family’s commitment is to “Celebrate Life,” and the brand’s tagline, “Celebration of Life,” is the company’s mission and purpose.
With three business segments, including a beach club arm, a Hotels & Resorts division and a lifestyle fashion division, the brand is in expansion mode. Nikki Beach attributes much of the success to a clear identity and tight core values, which the company’s employees embrace.
“We live and breathe Nikki Beach; it’s part of our lifestyle,” says Jack Penrod, Owner and Chairman of Nikki Beach Global. “And, as such, so do the key players in the organization. Everyone that is part of our brand understands our purpose and mission. Our success has been made possible by our global team and our loyal clients. This 20-year milestone is a momentous occasion that we’re overjoyed to be celebrating.”
To commemorate its 20 years, Nikki Beach will be hosting a private event at its annual pop-up during the Cannes International Film Festival in May as a way to give back to the brand’s loyal supporters and to mark the occasion at one of its most treasured destinations. For the 17th consecutive year, Nikki Beach will be hosting a 12-day beach house pop-up on the Boulevard de la Croisette in Cannes, France, where guests will sit oceanside and enjoy a unique mix of music, dining, entertainment, fashion, film and art, the six marketing pillars that the brand was built around. The 20-year celebration, which is taking place on Wednesday, May 22, 2019, will be an intimate black tie, invite-only seated dinner, followed by a cocktail party, hosted by owners Jack and Lucia Penrod.
This soiree will be an exceptional one, with notable performances, signature Nikki Beach entertainment and an elevated culinary experience. The venue will be completely transformed featuring the classic Nikki Beach style, complemented by memorable event décor elements.
Each May, Nikki Beach Cannes has become a treasured destination with notable guests including Nicole Kidman, Keith Urban, Robert De Niro, Morgan Freeman, Colin Farrell, Michael Douglas, Julianne Moore, Scarlett Johansson, Ryan Gosling, Blake Lively, Pharrell, Jake Gyllenhaal, Usher, Michelle Williams, Jude Law, Tilda Swinton, Naomi Watts, Orlando Bloom, Penelope Cruz, Harrison Ford and Eva Longoria, to name a few.
Following the celebration in Cannes, Nikki Beach locations around the world will also be hosting a 20-year event during a peak time in their season to commemorate the occasion with all six of Nikki Beach’s elements present: music, dining, entertainment, fashion, film and art. Each event will pay homage to the brand and include unique local tie-ins. Attendees can expect a spectacular celebration, as each Nikki Beach team is known for beautifully planned and executed events.
“Our guests have one thing in common, which is an understanding of our brand,” says Nikki Beach’s CEO Lucia Penrod. “They dine with us, dance with us, are entertained by us and ‘Celebrate Life’ with us. They create memories at Nikki Beach, and want to take a piece of our experience home with them, too. To mark our 20th, we have created special lifestyle items that will allow them to do so.”
Nikki Beach has collaborated with publishing house Assouline to create a hard cover coffee table book celebrating 20 years. With a foreword by Jack and Lucia Penrod, the 264-page book was penned by Forbes luxury writer Jim Dobson. The cover features the brand’s Celebration of Life tagline with an image of a larger-than-life teepee, which carries significant meaning for the Nikki Beach family. The teepee, which is Nikki Beach’s logo, is a reminder to stay grounded and close to the earth. The teepee provides a place to share meals and stories with a circle of close friends and family, to honor life. The book, which will be available this April, details the brand’s story, and includes celebrity quotes, special anecdotes and beautiful imagery from the past 20 years.
Nikki Beach has also partnered with 12.29 to develop its very own home fragrance collection consisting of a room spray and diffuser. The Nikki Beach scent is named “Saint Tropez” after one of the brand’s most popular beach club locations, the second in its history and first one in Europe. “Saint Tropez” was created exclusively by 12.29’s Dawn Goldworm, who describes the scent as, “bright like a perfect beach day with notes of juicy lychee and wet melon. It is fresh like a blue sky with petally jasmine and fluffy musk. And it is sexy like sun-kissed skin with amber resin and creamy vanilla.” Clients can now take the Nikki Beach experience with them everywhere they go with the scent memory of a perfect beach day.
Another Nikki Beach element that appeals to the senses and creates everlasting memories is music. In line with the brand’s 20-year theme, an original song titled “Forever Young” is being released. The motif of the upbeat, happy song is in harmony with Nikki Beach’s sought-after musical culture. Written and performed by former participant of France’s The Voice, Alexandre Carcelen, the song was composed and produced by Nikki Beach’s very own Patris Gero and co-produced by Nikki Beach’s Philippe Paris. It also includes musical overlays by Nikki Beach’s world-renowned saxaphonist, Jimmy Sax. With lyrics like, “Sing what we’ve got in our heart,” and a choreographed dance routine that will be performed at all of the locations, the song is poised to become the hit of the 2019 summer season.
“After 20 years in business, we are still grateful and amazed for our incredible success and for creating such a wonderful and fun brand,” says Lucia Penrod. “After 20 years of celebrating life with the world, we are still considered trendsetters and consistently ahead of the curve. As they say, ‘time flies when you’re having fun!’ We love what we do so it never feels like a job. It’s a privilege.”
A newly designed website, www.nikkibeach.com, is launching in time for the 20-year milestone and will include a lifestyle component with e-commerce capabilities. For the first time, Nikki Beach clients can shop the brand’s barefoot luxury vibe before stepping foot on site. The merchandise, including styles from Montce Swim, Luli Fama and Carmen Sol, is being carefully curated to include beach essentials from designers from all around the world, perfect for the sun-seeker who is on vacation on a yacht, island or oceanside resort. The site, www.ShopNikkiBeach.com, will also give a global platform for smaller, less well-known brands to showcase their designs. The website will be available in several languages including English, French, Italian, Spanish, Turkish and Arabic.
The Assouline book and home fragrance spray and diffusers will be available for sale at Nikki Beach’s global boutiques and at www.ShopNikkiBeach.com starting in May. The book retails for $85 (€85, £65, AED 330), the home fragrance for $45 (€50), and the diffuser for $45 (€50). The “Forever Young” song can be listened to at https://soundcloud.com/philippeparis/forever-young-by-patris-gero-and-philippe-paris.
