After its inauguration on Wednesday in the Saint-Isidore district of Nice, Ikea settled on the beach for the weekend. Opposite the Mediterranean University Center, the Swedish furniture giant is offering a “kit” private beach experience until Sunday 8 p.m., where everything is free. An event that started on Saturday at 10 a.m., with more than 40 deckchairs available for two hours.
Upon arrival, customers benefit from a deckchair with a mini-table, but not only. Valentin, who works here for the two-day event, explains: “We provide a mattress, a cushion, a bath towel, a parasol and essential beach accessories”. It is then up to the participants to “assemble” their space to make the most of the equipment as they wish. And for the operation to go to the end, a drink and a snack are also offered.
“Nice beach is not for the people of Nice, it’s for tourists”
An “original and functional” device for Frédérique, well installed, reading a book. “I appreciate the fact that everything is free. I have already tested private beaches, but not in Nice, rather in Golfe-Juan and Juan-les-Pins. According to her, who “does not support when there are people”, it is a perfect format and “adapted to the region”.
Unlike Frédérique, for Sandra and her family, this experience is unprecedented. “We have never been to a private beach. So, as we live right next door, we thought it was an opportunity to test, for fun. Usually, we never come here to swim, we prefer the beaches where there is sand. “And then, the beach of Nice, it’s not really for the people of Nice, it’s mainly for tourists,” adds his son.
Ana, who lives in London but comes “regularly to Nice”, is a regular at private beaches. She retains from these two hours of rest, this pleasure of enjoying “new furniture” in a place “very calm and chill with friendly staff” and to leave with “an insulated water bottle”. In the small blue bag to take with you once the experience is over, there is also a cup and a towel.
A “unique” operation in its format and “unpublished”, according to the employee, since it is “rare to have a private brand that settles on a public beach” in Nice.