Nikki Beach, the family owned and operated global, luxury lifestyle and hospitality brand, celebrates 20 years in business on October 4 at its exclusive beachside location in Dubai’s Pearl Jumeira.
Nikki Beach Dubai will be hosting a 20-year celebration with all six of the brand elements present: music, dining, entertainment, fashion, film and art. Attendees can expect a spectacular event with high-energy beats and exceptional global-inspired cuisine, as the team plans the event of the year.
Nikki Beach started in 1998 as a quiet garden by the sea located in Miami Beach. The name Café Nikki was to honor the life of Nicole Penrod, Jack Penrod’s daughter who tragically passed away in a car accident when she was only 18. Jack and his wife Lucia Penrod planted a beautiful Zen-like flowers and butterfly garden that housed a small café to pay tribute to Nicole’s life. The garden became popular through guests’ word of mouth, hence the brand’s, “Tell Only Your Best Friends” mantra.
Celebrities found their way to Café Nikki falling in love with its energy and atmosphere. With the success of Café Nikki, a natural expansion to the beach area took place where 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.
As the first and original luxury beach club concept with 13 beach clubs worldwide and 5 hotel properties, Nikki Beach attributes much of the success to a clear identity and tight core values, which the company’s employees embrace.
With three business segments, including a beach club arm, a Hotels & Resorts division and a lifestyle fashion division, Nikki Beach is in expansion mode, with the recent opening of Nikki Beach Resort & Spa Santorini, the brand’s second location in Greece.
“Nikki Beach Dubai is proud to host this iconic event as we celebrate the 20 years of our amazing brand. The beach club will be pulling out all the stops ensuring guests will be celebrating life to the full extent,” says Hanna Azzi, Resort General Manager.
Close to celebrating its fourth year in business, Nikki Beach Dubai is home to the ultra-sophisticated world travelers and stylish Dubai residents, located in a magical setting overlooking the Arabian Gulf. The beach club is part of a 52,000 square meters resort that includes a hotel, Nikki Spa, Tone Gym and branded residences.
To commemorate the occasion, 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” has been 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.”
The Assouline book and home fragrance spray and diffusers are available for sale at Nikki Beach’s global boutiques and at www.ShopNikkiBeach.com. 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.
