Burberry has refreshed its signature check in the distinctive blue of Hôtel Belles Rives and threaded it through the historic French Riviera hotel for the summer.

Burberry is going to the Riviera. The British house has taken over Hôtel Belles Rives for the summer, claiming the French Riviera hotel’s beach club and terraces and recoloring its check in the hotel’s distinctive blue.

The blue check runs through the hotel’s interiors. Custom Burberry logos hit the private jetty and the beach club doors, and the recolored pattern wraps the original 1920s lift.

ADVERTISEMENT

Hôtel Belles Rives was a haven for creative and literary icons in the early 20th century, including Ernest Hemingway and Gertrude Stein. F. Scott Fitzgerald started his final novel, Tender is the Night, from the same address in 1934.

Fitzgerald’s novel is the connecting thread. The protagonist of Tender is the Night wears a Burberry coat, which makes the current takeover read like a small homecoming. Burberry’s pull toward water predates this partnership by close to a century anyway. Thomas Burberry, the house’s founder, made the most of the weather, and through the first half of the 20th century the label designed yachting apparel and tailoring for those who spent time near the water.

Guests can grab a Burberry ice lolly out on the terrace, catch panoramic sunsets at The Fitzgerald Bar, and book waterskiing sessions in the bay, where the sport was reportedly born.