Missoni Lands in Africa, and the Beach Comes in Zigzag

Picture a beach in Egypt where the sunbeds match the umbrellas overhead, they match the towels you’re lying on, and match the cushions propping you up. Welcome to  Villa Coconut Hote, part of LMD’s Zoya Ghazala Bay development on Egypt’s North Coast, and Missoni’s first claim on African soil, its debut Resort Club anywhere on the continent.

Every piece of beach furniture along the shoreline has been reworked in Missoni’s signature zigzag print, sunbeds, umbrellas, towels and cushions, all run through a palette of emerald green, lime, turquoise and yellow, so the whole beach seems like one extremely photogenic Missoni catalogue.

It’s part of an ongoing strategy for the brand. Missoni has done these Resort Club takeovers at hotels elsewhere, turning existing properties into branded, print-covered destinations for a season, although Villa Coconut is the first time it’s come to Africa. Alongside the beach itself, there’s a dedicated Missoni boutique on site, run by Nile Projects, selling ready-to-wear, swimwear, beachwear, accessories and homeware.