Kitzbühel is increasingly becoming a magnet for luxury brands. In addition to Dior, Loro Piana has also opened a pop-up store in the upscale ski resort in the Austrian Alps this winter season, following Zermatt last year.
The temporary store at Vorderstadt 8-10 is inspired by an oval yurt – a traditional mobile house used by various nomadic peoples of Mongolia, which is also the source of the cashmere wool that the Italian luxury brand from Quarona processes.
The minimalistic space with wooden interiors and modern design elements embodies Loro Piana’s philosophy of “quiet elegance”. With snow-white glittering accents, midnight blue walls and floors and cascades of white cashmere that are intended to be reminiscent of frozen waterfalls and snow-covered trees, Loro Piana wants to transport guests “to an enchanted winter forest on a starry night”.
The men’s and women’s creations of the holiday collection, which includes ski fashion, an après-ski capsule and eveningwear, are presented on product displays made of wood, steel and glass.
The outdoor area with upholstered furniture and wooden tables is bordered by festively lit conifers. Details such as lambskins and check fabrics are intended to create an inviting atmosphere – not only during the holiday season, but also into sprint. Loro Piana plans to operate the pop-up store in Kitzbühle until mid-March 2025.
