British luxury fashion brand Burberry has taken over the poolsides of the One&Only Aesthesis Athens and The Standard, Bangkok Mahanakhon.
Burberry is extending its presence in the luxury travel sector with two new hotel partnerships in Bangkok and Athens, transforming prominent hospitality destinations into branded summer experiences centred around its signature House Check pattern.
In Thailand, Burberry has taken over The Standard, Bangkok Mahanakhon, creating a seasonal installation within one of the city’s most recognisable buildings. Located inside the landmark Mahanakhon tower, the hotel has been redesigned with a custom yellow version of Burberry’s iconic check motif, which appears across poolside loungers, cabanas and a bespoke photo booth in The Parlor.
The activation also incorporates green, Bangkok’s official colour, into the takeover branding. According to Burberry, the colour has been selected to reflect the city’s energy and features throughout a programme of wellness-focused activities and experiences.
Guests can relax at the rooftop pool while ordering from a specially created Burberry food and beverage menu, which includes ice lollies served from a dedicated cart. The partnership will also see Burberry’s High Summer and Summer 2026 collections available to purchase from a boutique within the hotel.
A key part of the Bangkok experience is The Sun Club: Burberry Edition, a day-pass programme that opens the hotel’s pool facilities to non-residents. Available daily from 7am to 8pm, passes cost THB 1,200 (£27.50) and include pool access, use of the gym, steam room and showers, plus THB 600 (£14) in food and beverage credit.
The launch will be marked by a party featuring a performance by a local artist, while invited guests will be transported around the city in Burberry Check-branded tuk-tuks.
At the same time, Burberry is launching a second hospitality partnership in Greece at One and Only Aesthesis on the Athenian Riviera. Running from June 16 until October 31, the takeover brings the fashion brand’s visual identity to the Mediterranean coastline for the first time.
Located within a protected forest reserve overlooking the Aegean Sea, the resort has adopted a turquoise reinterpretation of the Burberry House Check inspired by the surrounding waters. The pattern has been integrated throughout the property, appearing around the main pool, gardens, tennis courts and padel courts.
The Greek activation goes beyond branding and includes a retail and styling component. Guests booking stays at One and Only Aesthesis can arrange private styling appointments at their local Burberry boutique before departure, allowing them to select items from the brand’s latest collections ahead of their holiday. Visitors already staying at the resort can also book appointments at Burberry’s Athens boutique.
The resort’s retail spaces will stock the Burberry High Summer 2026 collection alongside accessories and activewear. Featured products include polo shirts, bikinis and the Margate bag, which incorporates raffia hand-crocheted into the House Check pattern.
Burberry is also introducing customised bicycles and buggies at the resort, encouraging guests to explore the surrounding landscape. The initiative reflects the brand’s long-standing association with outdoor leisure and travel, which dates back to the early 20th century. Burberry notes that its earliest archival references to bathing suits and cruise wear date from 1934.
Together, the Bangkok and Athens projects highlight the growing role of fashion brands within hospitality. Rather than limiting activations to pop-up retail spaces, luxury labels are increasingly creating immersive destination experiences that combine accommodation, leisure, wellness and shopping.
For hotels, such collaborations provide a way to attract affluent travellers seeking distinctive experiences, while brands gain new opportunities to engage consumers in holiday settings.
The dual launches also demonstrate how hotel takeovers have evolved into a form of experiential marketing, turning resorts into temporary branded environments that extend well beyond traditional retail.