Loro Piana is pleased to announce the opening of the Maison’s first winter pop-up store in the heart of Kitzbühel, the famous winter sports resort in the Austrian Alps.
True to the Maison’s pursuit of excellence and unparalleled savoir-faire in transforming the finest raw materials into fabrics of outstanding beauty, the temporary store is inspired by an oval yurt – a traditional mobile house used by various nomadic peoples of Mongolia The unsurpassed fine and delicate cashmere wool that Loro Piana processes comes from
The minimalistically designed space with wooden interiors and modern design elements embodies Loro Piana’s philosophy of quiet elegance and emphasizes the peaceful atmosphere of this beautiful mountain location. With snow-white glittering accents, midnight blue walls and floors, and cascades of soft white cashmere reminiscent of icy caves, frozen waterfalls and snow-capped trees, guests will be transported to an enchanted winter forest on a starry night. Exclusive details made of wood, steel and glass present the men’s and women’s creations in the Holiday collection, consisting of Après-Ski, Evening and Ski Capsule.
The outdoor area with upholstered furniture and wooden tables impresses with the magic of a winter wonderland and is bordered by festively lit conifers. Cozy details such as lambskin and checked fabrics create a warm, friendly atmosphere and invite guests to share peaceful, tranquil and joyful moments – not only during the holiday season, but also into spring.
The pop-up store in Kitzbühel is open from December 12, 2024 to mid-March 2025. Visit the pop-up store at Vorderstadt 8-10, 6370 Kitzbühel, Austria.
