PALM BEACH, FL (November 26, 2024) The Royal Poinciana Plaza by WS Development, an iconic Palm Beach destination, is thrilled to announce its 2024 holiday collaboration with luxury publisher Assouline. This will be the seventh artist collaboration for the iconic surfboard tree which has a history of distinguished artists including Thom Browne, Iris Apfel, Donald Robertson, Libertine’s Johnson Hartig, and more. Assouline will design the property’s beloved holiday surfboard tree this year, drawing inspiration from the brand’s iconic Travel From Home titles. Volumes from the Travel series take readers on a journey to the world’s most sought-after cities, featuring vintage and original photos, and revealing the distinct spirit and DNA of each place, with eye-catching vibrant hardcovers. Each surfboard adorning the tree represents a different destination from the series, reflecting the spirit of adventure and exploration these books embody.


"Assouline is a brand that celebrates the best of the best" shared Samantha David, President of 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 and offers a thoughtfully designed space for curious visitors to explore and discover, all while enjoying the unique atmosphere of The Royal Poinciana Plaza. Their collection of books features the worlds of travel, design, art, fashion, culture, and unique library objects, making the brand the perfect partner for this year's holiday collaboration.



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.



Since its founding in 1994 by Martine and Prosper Assouline in France, the company has been a beacon of elegance, producing nearly 2,000 books and library objects that adorn interiors worldwide. Assouline celebrated its 30th anniversary in September, expanding beyond books as Pantone recognized the brand's signature Assouline Red as an official shade, and with the launch of the Culture Lounge Podcast and Digital Magazine, which explore the world of luxury and design through captivating conversations with artists, visionaries and tastemakers. This milestone year will be complete with the unveiling of the annual holiday surfboard tree.



Annually, The Royal celebrates The Reveal and lighting of the holiday surfboard tree with a lively event that has now become a tradition for families, friends, and curious travelers in Palm Beach. This year's reveal is scheduled for December 5, from 6 to 8 p.m. Attendees are invited to join the festivities, including live entertainment, libations, small bites, family activities, and exclusive shopping.




About WS Development

Massachusetts-based WS Development is a mixed-use developer with a singular mission: creating places people want to be. With an approach that values art, science, innovation, and, above all, people, WS strives to engage each community it serves with best-in-class installations and activations. Established in 1990, WS is a vertically integrated company that conceptualizes, owns, operates, and leases more than 100 properties, ranging from cutting-edge urban spaces to lifestyle and community centers. With over 20 million square feet of existing space and an additional five million square feet under development, it is one of the largest privately-owned development firms in the country. For more information, visit wsdevelopment.com or follow WS Development on LinkedIn.



About The Royal Poinciana Plaza

The Royal Poinciana Plaza is an iconic destination that serves as a jewel box oasis in the heart of beautiful Palm Beach. Built in the late 1950s, it stands today as a landmarked property and one of Palm Beach's most treasured architectural gems. With 180,000 square feet of luxury retail space, lush, sprawling gardens, and two beautiful courtyards, it offers a unique international shopping and entertainment destination for indulgence, inspiration, and retreat.



Designed by world-renowned architect John Volk, The Royal echoes some of Europe's legendary retail destinations, feeling both modern and fresh yet charmingly vintage. Carefully restored to its original mid-century glamour while remaining true to its retail roots, the property features emerging brands, heritage houses, world-class dining, and vibrant cultural experiences with amenities for both local and international visitors.



In 2025, The Royal will unveil the revitalized Royal Poinciana Playhouse. Steps from the water's edge, The Playhouse will bring together best-in-class retail and fashion, Palm Beach's first and only public waterfront restaurant, and The Innovate, a purpose-built theatre space and civic center. The Royal is a home away from home where guests can enjoy outdoor events, read the paper, sip a coffee, gather with family and friends, shop, dine, or enjoy a carefree moment of pure fun. For more information, visit http://www.theroyalpoincianaplaza.com or discover more @theroyalpoincianaplaza on Instagram.



About Assouline

Founded in Paris in 1994 by Prosper and Martine Assouline, Assouline is the first luxury brand on culture. It began with the desire to create a new, contemporary style of book, using the couple's experienced eye for visually rich stories and compelling narratives. Guided by their passion for knowledge, culture and travel, the Assoulines have since expanded their vision to nearly 2,000 titles in five main collections, along with special editions and unique library accessories, a grand oeuvre of inspiring creations. Throughout the last thirty years, the brand has established a network of international boutiques in prominent locations across the globe.


With a distinguished team of creative talents which includes the founder's son Alexandre the brand continues to reinvent the notion of true luxury. Assouline's roster of collaborators includes some of the world’s most respected brands, artists, photographers, writers and designers.

Assouline continues to exude an unparalleled signature style and elegant savoir faire, which has globally redefined modern publishing.



Media Contacts:
Magrino PR
Marisa Chiarello: marisa.chiarello@magrinopr.com