The business has moved to Vienna’s Kohlmarkt, where it has opened its new boutique in the heart of the Austrian capital.
With its new location at Kohlmarkt 6 (previously 60), the Italians maintain a presence at one of the Danube metropolis’s most prestigious and highly frequented addresses.
The boutique’s concept and interior design combine characteristic elements such as natural materials, a warm colour palette and striking details in oak and Carabottino wood.
The interior is a tribute to the heritage of the house, which has been part of the LVMH group since 2013 and to the legacy of Sergio Loro Piana, reimagined in a classic-modern interpretation. The store design concept aims to evoke the feeling of “a home away from home”.
Textured materials, silk carpets, raffia and silk wall coverings underscore the luxury brand’s commitment to tactile qualities and surfaces. Earthy nuances of the signature cumin, beige and burgundy, complemented by navy accents, meet soft lighting to create a captivating and inviting atmosphere.
The boutique spans two spacious floors. The main entrance leads into the women’s accessories section, enhanced by carefully selected vintage pieces such as thoughtfully curated vintage coffee tables and consoles. The armchairs are upholstered in fabrics from Loro Piana Interiors.
