Montauk's infamous summer hotspot The Surf Lodge has undergone a pink Marc Jacobs take over this summer, as it seems, Marc Jacobs is one designer who has most certainly been keeping himself busy.

Pink is the warmest colour for Jacobs in his hotelier soiree, with pink umbrellas, pink cadillac's, pink Marc Jacobs cushions and pink television sets, all colour coordinated and fitting out The Surf Lodge suites in matching Marc Jacobs head to toe. Following on from the designers most recent public endeavours, from plastic surgery advocacy and the launch of his new Gen brand Heaven; the designer takes up pop-up residency at The Surf Lodge in celebration of his brands new Colour Collection.

The latest partnership takes self expression and branding to new levels, with each room and stay coming with its own pink Marc Jacobs branded boogie board. A pop-up holiday store is also in order, fitted out and emblazoned in Marc Jacobs pink with an assortment of your usual hotel souvenir store merchandise including branded Marc Jacobs logo tote bags, base ball caps, souvenir shirts and camera bags, all to dress and undress the next high profile Hampton-ite.

The hotel takeover goes as far as to have hotel staff and wait staff kitted out in the new Marc Jacobs Colour Collection, and an impressive cocktail menu centring around the brand with clever titles including Marc the Moment, Blue Crush Jacobs and a twist on the tradition margarita named the Marc-arita with tequila, agave, lime juice and black lava salt.

A pioneering move and venture with more luxury brands to follow, hotel takeovers seem to be the new stake. The new Marc Jacobs and The Surf Lodge partnership pop-up will take its residency and run through til August 15, 2021. For more information, head to thesurflodge.com or visit Marc Jacobs at marcjacobs.com.