Assouline to Design 2024 Holiday Surfboard Tree at The Royal Poinciana Plaza in Palm Beach
WS Development and The Royal Poinciana Plaza by WS Development have teamed with Assouline to design the 2024 Holiday Surfboard Tree.
This represents the seventh artist collaboration for the famed surfboard tree, which has featured such artists and designers as Thom Browne, Iris Apfel, Donald Robertson, Libertine’s Johnson Hartig, among others.
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Assouline will design the property’s holiday surfboard tree this year, drawing inspiration from the brand’s “Travel from Home” titles. The series takes readers on a journey to the world’s most sought-after cities, featuring vintage and original photos, and each surfboard adorning the tree represents a different destination from the series.
“Assouline is a brand that celebrates the best of the best,” said Samantha David, president of Massachusetts-based WS Development. “Their vision for this year’s surfboard tree perfectly captures this ethos as well as their ever-present commitment to joy and beauty as it takes us on a journey around the world and celebrates our favorite destination of all, our island, Palm Beach.”
Assouline opened its first Florida boutique at The Royal Poinciana Plaza in 2018. The Royal Poinciana Plaza has 180,000 square feet of luxury retail space, sprawling gardens and two courtyards and is home to emerging brands, heritage houses and dining.
“Palm Beach reflects the style and soul of our books – it’s a place where art, culture and sophistication converge. The Assouline boutique at The Royal Poinciana Plaza holds a significant place in our hearts as it was our very first location in Florida,” said Prosper Assouline, co-founder of Assouline Publishing. “We are thrilled to grow our relationship with The Royal and be part of this beautiful project. To see Assouline’s vision brought to life in this year’s tree is a true honor.”
The Royal will celebrate the reveal and lighting of the holiday surfboard tree with an event on Dec. 5.
This year Assouline has been celebrating its 30th anniversary, and marking the moment with a surge of product development, testing and retail expansion with freestanding boutiques and “corners” inside department stores, as reported.
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