BY THE SEA: Now almost a summer fixture, Burberry is extending its hospitality push to Greece, teaming with One&Only Aesthesis on the Athenian Riviera for a takeover that will run until the end of October.

Set within a protected forest reserve in Glyfada, the resort was a popular filming location in the 1950s and ’60s, and still leans into that cinematic mood today.

For the partnership, the Burberry signature house check has been reworked in turquoise, inspired by the waters surrounding the resort. The pattern appears across the main pool area and gardens, and extends to the tennis and padel courts.

The British heritage brand is also drawing on its own history of bathing suits and cruisewear from the 1930s, using the Greek setting to showcase its links to water and travel. Guests can tour the property in custom buggies and bicycles, or head out along the coastline on Burberry-branded boats.

On the retail side, the resort’s boutiques will stock the High Summer collection, accessories and activewear, with holiday-focused pieces including polos, bikinis and Margate crocheted bags in raffia.

The Athenian Riviera moment follows Burberry’s growing slate of resort takeovers in recent years, including its ongoing French Riviera presence at Hôtel Belles Rives in Cap d’Antibes, where a blue reinterpretation of the check dresses the beach club, terrace and jetty for the season.

Last year the brand hosted two hospitality activations during the summer with The Standard hotel in Ibiza and The Newt. The latter is a 2,000-acre estate and luxury hotel in Somerset, England. There, the house cut its check pattern into the croquet lawn, branded the buggies, offered hot-air balloon rides and created Burberry-branded sports and pool accessories.