Ever since Nikki Beach launched in 1998, the beach club concept has been making a splash internationally, now with locations in 11 different cities from Miami and Cabo San Lucas to St. Tropez and Marrakech. Bringing entertainment, dining, music, fashion, film, and art into one picture-perfect beach setting for its guests, Nikki Beach has become such a go-to destination for trendsetters, adventurers, and celebrities that it’s no wonder there are now pop-up Nikki Beach locations in both Cannes and Toronto during the cities’ respective film festivals. Once again this year, Nikki Beach returns to The Spoke Club on King West in Toronto for TIFF. Expect a star-studded turn out, Nikki Beach’s signature all-white environment, awesome vibes, and relaxation at its finest. We caught up with Lucia Penrod, the Global Director of Brand Standards for Nikki Beach Worldwide, to find out more about Nikki Beach Toronto.
Tell us a bit about yourself. What should people know?
I am from Nicaragua, I have 12-year-old twins (a boy and a girl), I am the Global Director of Brand Standards of Nikki Beach Worldwide and the Board Member that oversees the marketing, special events, and PR of the company, and my husband Jack Penrod is the founder and owner of Nikki Beach Worldwide.
Tell us about Nikki Beach at TIFF 2014. What can we expect?
Nikki Beach at its best! Our global marketing team, our Nikki Beach St. Tropez managers, and our Resident DJs from Nikki Beach Ibiza and Nikki Beach St. Tropez will be there this year.
What do you love most about recreating Nikki Beach in Toronto during film fest time?
This is our 5th year in Toronto so it’s great to come back and see so many familiar faces. We love our clientele from around the world. Nikki Beach loves Toronto.
What are the biggest challenges and best rewards about what you do?
Even though our company has grown tremendously, the sense of family and camaraderie within our staff is the same as when we opened our first Nikki Beach, almost 16 years ago. We are all committed to a continuous celebration of life. This is our job. We have built a culture of family unity, common goals, friendship, and teamwork. Every year, all of our managers, chefs, and marketing staff from all over the world come together with our corporate team for our Annual Managers’ Conference and, let me tell you, it feels more like a family reunion than a corporate conference. We’ve seen Nikki Beach employees get married, have children, buy their first homes, get grey hair… it’s a wonderful gift and a beautiful thing to see.
Do you have a philosophy that you live by and impose on your team?
Staying grounded and true to our beginnings. Nikki Beach was founded to celebrate and honour a beautiful life. We have no room for egos. And we have a very good army of soldiers to protect and guard our brand’s integrity and standards. Also… have fun celebrating life!
What can we expect to see from Nikki Beach in the next few years?
Nikki Beach Resort & Spa Porto Heli, our eleventh location and second hotel property, opened in Greece last month, and, in a few months, we will open our twelfth location, Nikki Beach Bali, which will be a beach club and restaurant.
What are three things you can’t live without?
My phone, my passport, and my music.
Finish this sentence: I love Toronto because…
…the people have such great energy.
What’s your favourite restaurant?
In Toronto, I love dining at The Spoke Club.
What’s one of your favorite go-to designers?
My favourite cities to shop are St. Barth, St. Tropez, and Capri, and my go-to designers are Blumarine, Emilio Pucci, Chanel, Ermanno Scervino, Max Mara, and Lolita Jaca.
What products are always in your beauty bag?
My favourite lipstick (which is from a Paris-based organic brand called Couleur Caramel), Guerlain bronzer, and a clip for my hair.
What style trends are you obsessed with right now?
You know, I don’t really follow trends; rather, I am on the look out for unique pieces that are versatile and timeless. I am all about accessorizing.
What’s your favourite spa or service?
A great massage.
Let’s get social for a mo’. How can people stay up-to-date with your busy life?
I am so bad with social media so I recommend everyone follow the Nikki Beach Worldwide accounts: Facebook, Instagram, and Twitter.