Paul Smith takes over the Sunset Beach Hotel
British luxury brand Paul Smith is taking over the shores of Shelter Island, New York, with a two-week residency at the Sunset Beach Hotel.
Now running through June 29, Paul Smith has transformed key spaces throughout the hotel with Paul Smith’s distinctive aesthetic.
Paul Smith takes over the Sunset Beach Hotel Notably, guests will discover custom Paul Smith deck chairs and a curated collection of board games, while The Games Room, Exterior Porch and Terrace Restaurant have all been retouched by Paul Smith’s signature blend of vibrant colour, unexpected detail and joyful design.
Completing the residency is a capsule collection of co-branded Paul Smith and Sunset Beach Hotel products, alongside a curated edit of the Spring/Summer 2026 collection. The seasonal assortment draws inspiration from impromptu voyages, weekend escapes and the romance of travel, featuring the brand’s signature stripes across ready-to-wear apparel and accessories.
Paul Smith joins a growing list of brands—including Jacquemus, Etro, Guess and Burberry—that are increasingly using hospitality takeovers and destination-based activations to engage consumers beyond traditional retail stores, particularly in high-spending summer markets.
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