The World's Most Famous Beach Party Arrives on the East End

By Lauren Epstein | June 29, 2018 | Lifestyle

The world's most famous beach party makes a memorable six-day stop in Southampton. Word to the wise: you won't want to miss it.


In the Hamptons, we like to party. So it’s no surprise that after building our reputation as a beach bash destination for years, the worldwide phenomenon Nikki Beach is finally hitting our sands. Toasting two decadent decades in the beach club business, Nikki Beach lets the good times roll on the shores of 11 countries (including dreamy spots like St-Tropez, Ibiza, Dubai and more), combining barefoot luxury with whatever is on the cutting edge of music, fashion and art. No matter the port of call, Nikki Beach’s intoxicating cocktail of glamorous glitterati mingling, dancing, and most importantly, celebrating life is a winning recipe.

That is, after all, the Nikki Beach way. The club, which started in Miami Beach (currently the only permanent U.S. location), is named after founder Jack Penrod’s daughter Nicole, who lost her life in a tragic car accident when she was 18. “Our goal is to continue her legacy of being grateful that you’re alive and living life to the fullest,” says Nikki Beach Worldwide CEO Lucia Penrod, Jack’s wife. “[We] invite everybody—friends, families, tourists, jet-setters, celebrities, whoever, to come with us and celebrate life around the world.”

Nikki Beach blends beautifully with the barefoot-luxury lifestyle out East. “The Hamptons has always been on our radar,” Lucia confirms. “We tried to do this pop-up for quite a while, but we never go to a place unless we feel very comfortable with the partners we’re going to do business with.” Lucky for us, they found a match in Oreya at the Capri Hotel, a seaside spot that’s awash in Mediterranean inspiration, from Côte d’Azur to the Aegean Sea.


And globe-trotters who let loose at other Nikki Beach clubs will be pleased to find all the signature accoutrements at Oreya, too—world-famous mojitos, oversized shareable seafood platters, sushi boats, resident DJs, a saxophonist and an abundance of good vibes to go around. “We are in so many different countries and continents, but the brand is the same everywhere,” says Lucia. “We’re just bringing a little piece of Nikki Beach to the Hamptons.”

You’ll get to join the party for six days only, from June 29 to July 4, with events like Rosé Saturday, Amazing Sunday (a worldwide weekly Nikki Beach event) including an international-style brunch and live music, and a special July Fourth celebration. Cult-favorite dance-cardio workout 305 Fitness will host free, 45-minute outdoor sessions to beats from a live DJ daily at 10am to start your day with some sweat. But the most essential element of a beach blowout? “The people!” exclaims Jack. That includes you.

Country Road 39A, Southampton, 631.504.6575,;

Photography by: Photography by Nikki Beach Global