"Marc Jacobs just plastered the signature palette of his new Color Collection—pink, navy, and green—on The Surf Lodge, the perennially buzzy Montauk hotspot. There are umbrellas emblazoned with the Marc Jacobs logo dotting the beach—all complemented by navy and hunter green throw pillows, macrame string sculptures, and a swinging rainbow flag. In the lobby, two mannequins lounge on the Surf Lodge’s signature turquoise tables, wearing head to toe Marc Jacobs. Staying in a room? There’s a bubblegum matte television and a boogie board waiting for you—or perhaps a blue pair of oars or nautical-themed objets d’art. And if you’re just there to party during the Surf Lodge’s concert series—which this summer has included everyone from St. Lucia to LCD Soundsystem’s James Murphy—you can order a specially crafted cocktail like the Marc-arita, a green concoction comprised of tequila, agave, lime juice and black lava salt, or the Blue Crush Jacobs made with vodka, blue curacao, coconut liquor, lemon juice, pineapple juice, and coconut water. They’ll be given to you by a server wearing a Marc Jacobs t-shirt." - Elise Taylor