MYKONOS , Greece — The other day at the newly opened Lohan Beach House, families played on the beach alongside topless women alongside the religiously covered up, while a shirtless and ripped Romanian man with several teardrops tattooed on his face and the image of a person doing cocaine inked on his abs danced near the bar. None of these people who had paid dozens of euros to recline on a thick Lohan-branded towel harassed, or even seemed to notice, Lindsay Lohan herself, in a red swimsuit and her trusty red baseball hat with the word “RUSSIA,” who had just taken a seat directly oceanside.

Parked along a healthy stretch of the Kalo Livadi beach, the beach club, which includes a restaurant, a bar and a football field’s worth of sand, is a serene sprawl of wood decks, lush canopies and overstuffed chaise longues. On the lazy, winding ride there — all of the cabs in Mykonos seem to cost 35 euros and arrive no sooner than 30 minutes after they’re called — the driver described the club as a genuine island success.

Among his passengers, he said, the destination is approaching the popularity of even the vaunted Nammos beach club, despite having opened only a few weeks ago, with a marketing campaign apparently limited to a recycled clip from a 2011 film the artist Richard Phillips made of Ms. Lohan swimming in a pool.