Serpenti Beach Club is now open at Bvlgari Resort Dubai
The concept is inspired by Bvlgari’s iconic Serpenti motif
Expected branded cabanas and Bvlgari cocktails
The Maison’s signature serpent motif takes over La Spiaggia with cabanas, cocktails and a new beachfront look.
Bvlgari Resort Dubai has introduced Serpenti Beach Club, a new beachfront experience at La Spiaggia on Jumeira Bay Island. The concept sees one of the Maison’s most recognisable symbols take over the resort’s beautiful beach and swimming pool.
Inspired by Serpenti, the emblem long associated with transformation, fluidity and magnetism, the beach club brings the motif into the open air. Across sunbeds, cabanas and shaded terraces, the serpent’s sinuous lines appear as part of a wider design story, creating a visual thread that moves with the rhythm of the day.
Set against the Arabian Gulf, Serpenti Beach Club is designed to feel immersive without overwhelming the resort’s calm coastal setting. Morning light, the golden hour, and sunset each bring a different mood to the space, allowing the beach club to shift from a serene daytime retreat to a more atmospheric waterside escape.
The experience has been created primarily for in-house guests, adding a new dimension to a stay at Bvlgari Resort Dubai. External guests are also welcome throughout the day, subject to availability. Access is offered on a first-come basis.
Food and drink form part of the experience, with fresh fruit, light bites and signature Bvlgari cocktails served throughout the day. Whether guests are settling in for a slow afternoon by the pool or lingering by the ocean as the sun begins to set, the offer is designed around ease, elegance and long, leisurely hours.
Bvlgari Resort Dubai is located on Jumeira Bay Island and combines Mediterranean-inspired design with a distinct sense of place. The resort features 101 rooms and suites, along with 20 stand-alone villas, while facilities include Il Ristorante – Niko Romito, Hōseki, The Bvlgari Bar, a private beach, a FACT award-winning spa, a 24-hour fitness centre, and the first Bvlgari Yacht Club and Marina, which overlooks a 46-boat harbour.
The wider Bvlgari Hotels & Resorts collection spans Rome, Milan, Paris, London, Dubai, Bali, Tokyo, Beijing and Shanghai, with future destinations including Ranfushi, Bodrum, Miami Beach, Cave Cay and Abu Dhabi. Founded in Rome in 1884, Bvlgari has grown from a high jewellery house into a global luxury name, with its hospitality portfolio reflecting the brand’s Italian design language, contemporary cuisine and Roman heritage.
Access to the new Bvlgari Beach Club is priced at AED 500 per person from Monday to Friday, fully redeemable on F&B. On Saturdays and Sundays, access is AED 650 per person and is non-redeemable.
Where: Serpenti Beach Club, Bvlgari Resort Dubai, Jumeirah Bay Island, Dubai
When: Open daily from 8am to sunset
Price: AED 500 per person from Monday to Friday (fully redeemable on F&B). AED 650 on Saturdays and Sundays (non-redeemable)
Contact: www.bulgarihotels.com