In June 2025, global fashion brand GUESS selected Mykonos as the destination for an exclusive multi-day influencer activation, bringing together 15 international influencers and 11 brand team members for a curated island experience that blended fashion, lifestyle, and destination storytelling.
The trip was designed to position Mykonos as the backdrop for GUESS’s summer narrative, producing high-quality social content that felt organic, elevated, and effortlessly aspirational. But behind that effortlessness was a precisely orchestrated operation, and Design Luxury Vacays was at the heart of it.
Appointed by agency partner Our Own Business Ltd, NanaAmma Hay served as the on-site concierge, local fixer, and operational backbone, ensuring that the international team could focus entirely on creative execution while every logistical challenge was handled invisibly.
The Activation
Taking place from 2nd to 6th June, the programme was structured to allow influencers to capture high-quality content at every turn, while also experiencing the best of Mykonos in a way that felt authentic and elevated.
Welcome Cocktails and First Impressions
The experience began with a fragrance-themed welcome cocktail event hosted at the hotel, complete with custom GUESS-branded details, artisan canapés, and bespoke cocktails. It set the tone for the days ahead: every touchpoint was curated, every detail considered.
Beach Club Activation
A full-day beach activation at Kalua Beach Club became one of the programme’s most photographed moments. GUESS-branded pillows, custom menus, and a dedicated stand-up paddleboard experience created a seamless blend of brand immersion and island lifestyle. Every element, from the placement of branded cushions to the timing of the paddle instructor, was coordinated by Design Luxury Vacays.
Dining and Entertainment
The evenings were equally curated. An immersive dinner and show experience at Lio Mykonos brought the group together for one of the island’s most talked-about evenings. A traditional Mykonos Town dinner at Sea Satin Market offered a counterpoint of authentic Greek atmosphere and seafood cuisine, with the iconic sunset as the backdrop.
Retail Integration
A branded visit to the GUESS retail store in Mykonos Town connected the digital activation to the physical retail experience. Influencers explored the summer collection in-store, with a curated spread of Greek pastries and branded refreshments creating a content-rich moment that bridged fashion and lifestyle.
Behind the Scenes
Managing 26 people across multiple daily location changes, with tight scheduling aligned to content creation windows, required precision at every level. Design Luxury Vacays handled the pre-event research and supplier sourcing, identifying and vetting transportation partners, accommodation options, restaurants, beach clubs, and activity providers to ensure every partner met the standards of an international fashion brand.
On the ground, NanaAmma was the local point of contact for all suppliers, overseeing smooth execution of each day’s schedule, troubleshooting real-time challenges, and ensuring that both influencers and GUESS staff experienced a seamless, enjoyable programme from start to finish.
From coordinating the GUESS-branded luxury shuttle to managing the paddle instructor timing at Kalua, to ensuring optimal table positioning at Sea Satin, the role was about making complexity invisible so that the creative team could focus on what they do best: creating content that captures the world’s attention.
Your Story Starts Here
The GUESS Mykonos activation is proof that successful influencer experiences require more than a beautiful destination. They require someone on the ground who understands the island, knows the suppliers, anticipates the problems, and executes with the precision that international brands demand.
Design Luxury Vacays bridges the gap between global creative vision and local operational reality, ensuring that brands can deliver high-impact, content-driven experiences in Mykonos with complete confidence.
