Forty custom sunbeds at La Plage du Martinez in Cannes, beach yoga and fresh juices brought to the sunbeds are part of ALO’s first summer on the French Riviera, alongside new stores in Saint-Tropez and Cannes.
The wellness takeover at the pier of Hôtel Martinez opened on 12 May and runs until 14 June, covering the Cannes Film Festival period and beyond. Each sunbed comes with an umbrella and side table, in a palette of sun-kissed brown, ivory and navy designed to suit the Mediterranean setting and the hotel’s Art Deco character, and guests can join ALO wellness programming and order fresh juices and more from a custom menu without leaving their sunbeds.
It is ALO’s second resort wellness destination, after its 2025 debut at the Mandarin Oriental in Bodrum.
“This moment on the Riviera reflects ALO’s belief that luxury is defined by how you feel. Summer really feels like the savasana of seasons, a time when you can take a moment of presence to recover while also recharging for what’s next,” said Summer Nacewicz, ALO’s EVP of Marketing & Creative. “At the Cannes Film Festival, and throughout the European summer season, we’re creating immersive spaces—from our beach takeover to our sanctuaries in Cannes and Saint-Tropez—that invite our global community to move, reset, and connect against one of the most iconic backdrops in the world.”
Summer Nacewicz, EVP of Marketing and Creative, ALO
Run club, Pilates and psychic readings
A series of complimentary wellness activations runs across the Riviera. In Cannes, there is the ALO Run Club along La Croisette, beach yoga at La Plage du Martinez Pier and Pilates classes in partnership with Pike Studio, while yoga classes in Saint-Tropez are held at Hôtel La Ponche. The stores themselves host sound bowl healing, psychic readings, ear seeding and journal customisation.
Two stores and a yacht
ALO opened its Saint-Tropez store at 45 Rue Gambetta on 7 May and its Cannes store at 62 La Croisette on 11 May, the Los Angeles brand’s first two locations in France and part of its wider European expansion. Both carry men’s, women’s and accessories collections, including the ALO Bag Collection.
From 17 May, the by-invitation ALO Voyage: Wellness Club at Sea takes the brand’s Wellness Club model, which operates in Los Angeles, New York City, Seoul and London, onto a privately chartered 72-metre yacht along the Riviera. Sessions span EMS training, Pilates and personal training, with recovery services including IV therapy, lymphatic drainage massage and chiropractic care, running during moments such as the Cannes Film Festival and the Monaco Grand Prix.
“Cannes and Saint-Tropez mark a new chapter in how ALO shows up in Europe. There is a particular rhythm to the French Riviera in summer, the way people travel, gather, take care of themselves, and it connects deeply with what ALO stands for,” said Benedetta Petruzzo, ALO’s CEO of International. “From studio to street, ALO elevates wellness into a daily luxury, and now we want to be present in the destinations where our community lives the season. For me, it reflects exactly how we want to build ALO: close to our customers’ lives, with intention, and for the long term.”
Benedetta Petruzzo, CEO of International, ALO
Founded in Los Angeles in 2007, ALO specialises in performance-led clothing for movement and recovery, with a wider ecosystem spanning wellness products, community events and an online fitness platform.
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