Kygo’s Palm Tree Club Gets e.l.f. Beauty Makeover for Art Basel

• Palm Tree Crew is partnering with e.l.f. Beauty to turn Palm Tree Club & Hotel into Hote.l.f. during Art Basel Miami, December 2-6, 2026.
• The five-day activation will feature branded hotel experiences, music performances, beauty product installations, and interactive guest activities.
• Continuum Company acquired the North Bay Village property in 2024 and relaunched it with Palm Tree Crew and Think Hospitality, adding another experiential hospitality concept to the Miami market.

What the Hote.l.f. Takeover Brings to Palm Tree Club

Palm Tree Crew is partnering with e.l.f. Beauty for a five-day takeover of Palm Tree Club & Hotel during Art Basel Miami, according to a press release. From December 2 through December 6, the property will become Hote.l.f., combining beauty, music, entertainment, and hospitality.

e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair will be featured throughout the property. Guests can expect product discovery, branded installations, interactive experiences, and a lineup of Palm Tree Crew performances.

The partnership is Palm Tree Crew’s first with a beauty brand. It expands the company’s strategy of bringing consumer brands into its hospitality and entertainment properties.

What the Hotel Activation Includes

The Hote.l.f. experience will extend throughout the hotel with custom-branded installations and guest activities.

Planned features include a photo booth, product-shaped pool inflatables, branded umbrellas, lounge chairs and towels, and a custom-wrapped Volkswagen. Guests can also visit a claw clip bedazzling station and get personalized tote and towel embroidery.

The program opens with invitation-only gatherings on December 2 and 3. Palm Tree Crew’s broader Art Basel programming will continue through the weekend with additional brand partners, and its nightclub will be open to the public on Saturday and Sunday.

How Continuum and Palm Tree Crew Repositioned the Property

Palm Tree Club occupies the former Shuckers Waterfront Grill and Best Western hotel property at 1819 79th Street Causeway in North Bay Village.

Continuum Company acquired the waterfront site in 2024. It worked with Palm Tree Crew and Think Hospitality to renovate the property and reposition it as a music-driven hospitality destination. Palm Tree Club opened to the public in December 2024 with 115 renovated hotel rooms, a restaurant, a pool and marina access.

DJ Kygo and Myles Shear co-founded Palm Tree Crew. The company has expanded beyond music festivals into hospitality, consumer brands, entertainment and real estate.

The Hote.l.f. collaboration shows the property working as more than a traditional hotel. Its hospitality and entertainment infrastructure lets it host major brand activations during Miami’s busiest cultural events.

What the Partnership Signals for Miami Hospitality

For hotel owners and operators, the collaboration shows how experiential programming can create commercial value beyond room revenue. Brand partnerships can generate visibility, attract new audiences, and fill restaurants, pools, and event spaces during major cultural events.

Art Basel draws international visitors, brands, entertainment companies, and affluent consumers. The Hote.l.f. takeover gives e.l.f. Beauty access to that audience while positioning Palm Tree Club as an event destination.

Where to Buy Tickets for Palm Tree Club’s Art Basel Events

Tickets for Palm Tree Crew’s Art Basel events are available on these sites:

• WhoMadeWho: Basel Week, presented by Palm Tree Club Miami
• Rampa: Basel Edition, presented by Palm Tree Club Miami

The Hote.l.f. takeover runs December 2-6, 2026. The December 2 and 3 gatherings are invitation-only, and the weekend nightclub programming is open to the public.