How Paul & Shark Is Activating in Unexpected Locations with Purpose

This year, according to BoF’s State of Fashion 2024 report, global travel volumes are projected to reach 110 percent of 2019 levels — the first year to exceed pre-pandemic levels.

While global travel hotspots remain attractive, many travellers are expanding their itineraries beyond traditional destinations. Indeed, over half of the respondents to the BoF-McKinsey consumer survey said they are seeking destinations they haven’t visited before, perhaps a reflection of post-pandemic appetites for freedom and escapism.

Founded in 1976, fourth-generation family-run business Paul & Shark is strategically investing in this new travel mindset. For its Summer 2024 activation, it chose the Es Pujols region of Formentera — an island accessible only by sea — to collaborate with Juvia, a restaurant on its shoreline.

Inspired by the history and identity of the island, Paul & Shark has redesigned the space, with elements made from recovered materials — a continuing consideration for the business during the project.

“Part of operating as an ocean-oriented brand is thinking about the outdoors, about nature, about the seas, in a meaningful way,” said CEO Andrea Dini, in conversation with BoF last year. Paul & Shark is collaborating with Vellmarì, a local organisation working to protect the island’s marine ecosystem — particularly the Posidonia plant. Paul & Shark has agreed to cultivate 700 new Posidonia plants in order to support biodiversity in the region.

Here, BoF sits down with Paul & Shark CEO Andrea Dini to understand the strategic objectives behind the activation and why the brand is working to add purpose-driven initiatives into its activations in 2024.

What were your key strategic considerations for this activation?

It goes back to the story of the brand itself. My father and grandfather were both born in Tuscany by the sea and drew inspiration from it as they developed and grew Paul & Shark. Today it is a huge source of inspiration, so we make decisions around activations that lean into that. However, we acknowledge that we have a responsibility to not just simply “take” from the sea. We need to consider brand activities that give back.

There is a beautiful, aesthetic aspect to summer resort activations, but we wanted to find a new way to promote Paul & Shark around the Mediterranean this summer — one with a deeper message. It’s why our takeover of Juvia comes with a commitment to invest back into the Formentera shoreline and the sea’s ecosystem. The bottom line is that any activation needs to be accompanied by doing better and we can concentrate on protecting spaces we directly impact.

What are the key components of the aesthetic takeover of Juvia?

It’s important to note that this is not a pop-up store — nor is it a typical beach resort. The emphasis is very much on enjoying the outdoor space and the beach itself. To that end, as part of the takeover, we have designed the outdoor space: the glassware; the dishes; the soft furnishings.

The bottom line is that any activation needs to be accompanied by doing better and we can concentrate on protecting spaces we directly impact.

As part of the takeover, we’ve prioritised sustainability within our materials choices. Key components of the space are made from recovered materials, similar to the way we outfit our stores. For example, the wood we used for the chairs and tables is recycled and reclaimed. At Paul & Shark, our goal has always been to maintain excellence in the sustainability field. For example, in 2023, we restyled our website by opting to significantly reduce its environmental impact. We were able to reduce our website-related annual CO2e emissions by 21 percent, despite a 20 percent increase in traffic on the site. It’s incredibly important to us that we honour this commitment through further action.

How is the activation being leveraged by the brand throughout the summer?

Our team will be out there throughout the season, leveraging the opportunity throughout the summer with activities involving the brand’s community. We have been particularly pleased with the interest it has garnered from both our community and press — it’s indicative that this kind of project — one that combine’s Paul & Shark’s aesthetic and elegance with its values and heritage — captures attention.

We have several activities planned involving marine biologists, influencers, talent and press, leveraging Juvia as the start and end point for all these experiences. For example, for World Oceans Day on June 8th, we brought together a small but diverse group of nature, water and biodiversity experts and enthusiasts for an experience led by Vellmarí, discovering the island’s rich underwater environment.

How do you see your activation strategy evolving over the medium-term?

We’ll begin this process again in January by screening potential collaborators or even government bodies that we can rely upon for this level of partnership. Location is key — we begin our research and then we do a site visit and drill down specifics. One example we may explore is a partnership with the boats that monitor water quality and preserve water cleanliness, perhaps where guests may come aboard and educate themselves and directly get involved. We are constantly brainstorming about how to be visible in different locations throughout the Mediterranean that can make a difference — there is absolutely room for these new kinds of activations and opportunities.

How does your collaboration with Vellmarì reflect your business objectives?

A huge amount of the Earth’s oxygen production comes from the ocean — and the Posidonia plant is responsible for a significant amount of that production. Unfortunately, human behaviour at sea naturally damages this plant. For example, every time a boat is anchored, Posidonia plants are damaged or destroyed — they take years to recover or regrow entirely. There are many ongoing activities around the Mediterranean to protect and preserve this plant. Replanting is an obvious step and Vellmarì is a local organisation that has been involved in research into protecting and preserving this plant, and the wider marine ecosystem.

We are constantly brainstorming about how to be visible throughout the Mediterranean and make a difference — there is absolutely room for these new kinds of activations and opportunities.

This partnership reflects our early objectives — we knew that when we considered a presence at a beautiful beach resort, we had to focus in on ones where we could start an activity from the outset that connected to the protection and preservation of the sea. We don’t just want to talk about these causes and commitments, we want to directly impact them. It’s why we have committed to planting more than 700 Posidonia plants in collaboration with Vellmarì.