Sachi By The Sea has partnered with global fashion label BOSS for a summer-long takeover spanning both its Marassi and Almaza locations. The collaboration brings BOSS’s signature aesthetic to one of the North Coast’s most recognisable beachfront dining destinations through branded umbrellas, bespoke furnishings, curated design details, and a series of fashion-led guest experiences.

Founded by Ayman Baky, Baky Hospitality is the group behind concepts including Sachi, Little Lexie’s, and Kazoku. Over the years, Sachi By The Sea has become a seasonal staple of the North Coast, drawing guests for its contemporary Mediterranean menu, waterfront setting, and evolving summer programming.According to Baky, the collaboration reflects a wider shift in how hospitality and fashion intersect globally, particularly in destinations such as Ibiza, Saint-Tropez, Mykonos and Capri, where luxury brands have increasingly expanded into restaurants, beach clubs and hotels.

“BOSS has a timeless elegance that aligns naturally with the Sachi brand,” says founder Ayman Baky. “It wasn’t about placing a logo in a venue; it was about creating a seamless lifestyle experience where fashion, design, hospitality and destination all speak the same language.”The partnership also aligns with the launch of BOSS Summer Club, the brand’s seasonal concept focused on coastal living and elevated summer experiences. “It’s a shared language of effortless luxury and contemporary summer living,” says Roulla Soussou, Head of Marketing & Communications at Baky Hospitality Group. “The collaboration brings together two brands that already operate in the same space.”

Across both venues, the BOSS takeover is integrated into the guest experience rather than layered on top of it. At Sachi Marassi, the concept unfolds against panoramic sea views, where long lunches transition into sunset dinners under a refined coastal setting. At Sachi Almaza, the energy shifts towards a more dynamic beachside rhythm, with afternoons extending into music-led evenings.For Baky, the approach reflects a broader philosophy that has shaped Sachi By The Sea’s seasonal evolution. “The key is evolution rather than reinvention,” he says. “Our identity has never been about a specific dish or trend. It’s about contemporary Mediterranean hospitality. As long as that remains intact, we can continue to introduce new layers each summer.”

This approach allows Sachi to refresh its experience annually through design updates, programming shifts, and collaborations, while maintaining a consistent core identity anchored in its Mediterranean positioning.This summer, that evolution takes the form of a fashion-led environment where hospitality and brand storytelling operate in tandem, framing Sachi By The Sea as part of a broader seasonal lifestyle landscape on Egypt’s North Coast.