The turquoise waters of the Ligurian Sea shimmered under the Mediterranean sun, a postcard-perfect scene that had lured me to Paraggi for what I hoped would be a blissful beach day. But my journey to the infamous Paraggi Dior beach, a temporary summer haven created by the luxury brand, wasn't exactly the seamless escape I'd envisioned. It was, to put it mildly, an adventure. My initial intention was straightforward: find the bathrooms, rent sunbeds and umbrellas, and settle in for a relaxing afternoon. Little did I know this seemingly simple plan would present a few unexpected hurdles.
The allure of Dior's summer takeover of Portofino, and specifically its presence at the stunning Baia di Paraggi, had been building for weeks. The Dioriviera 2022 Pop-up, a precursor to this year's even more ambitious endeavor, had already set the stage for the extravagant summer experience. This year, Dior wasn't just dipping its toe into the Portofino waters; it had fully submerged itself, transforming a significant portion of the beach into a luxurious extension of its brand. The internet buzzed with images of stylish sunbeds, perfectly positioned umbrellas, and the promise of a uniquely Dior experience. This was more than just a beach; it was a carefully curated, high-end vacation pop.
My first challenge, unexpectedly, was access. While the Baia di Paraggi itself is publicly accessible, the Dior-branded section was a different story. Navigating the beach, I quickly realised the sheer scale of Dior's presence. A significant portion of the sand was occupied by their meticulously arranged sunbeds, each one a testament to luxury and exclusivity. Signage, discreet yet undeniably present, marked the boundary between the public beach and Dior's private enclave. This wasn't a subtle takeover; it was a bold statement, a clear demarcation between the everyday and the exceptionally luxurious.
My initial attempt to locate the bathrooms led me on a brief but slightly disorienting journey. The public facilities, while present, were separate from the Dior area, a subtle but effective way to manage the flow of visitors and maintain the exclusive feel of the branded section. This separation, however, underscored the difference between the casual beachgoer and the Dior clientele, a distinction that became increasingly apparent as I observed the scene.
The sunbeds and umbrellas, the ultimate symbols of beach relaxation, were the next hurdle. While I initially assumed they were available for rent on a first-come, first-served basis, I quickly learned otherwise. The process, while not overtly restrictive, involved a level of formality that contrasted sharply with my casual approach. It wasn't simply a matter of approaching an attendant and paying; there was a certain unspoken etiquette, a subtle understanding of the Dior brand's exclusivity that I hadn't quite grasped.
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