The Maison deepens its lifestyle strategy through immersive spaces and artist-led collaborations
Loro Piana welcomes the season with two elevated activations that blend craftsmanship, place, and understated luxury. In Tuscany, the Maison returns to Il Fioraio, a beloved flower kiosk in the heart of Forte dei Marmi, while along Pampelonne Beach in Saint-Tropez, it once again transforms La Réserve à La Plage. Together, the spaces reflect the brand’s expanding focus on sensory storytelling and immersive lifestyle experiences.
The Il Fioraio takeover offers a quiet celebration of nature and materiality. Mediterranean-inspired interiors—marked by ivory clay walls, warm wood details, and striped deck chairs—frame a curated selection of fresh florals and collectible ceramics. These include the Blooming Clay series, co-created with French artist Karim Rahman and ceramic duo Barlet Soeurs. Rahman’s vases mirror the softness and drape of Loro Piana’s textiles, finished with marble-like glazes developed through his own color and chemical research. The Barlet sisters contribute hand-painted cylindrical forms inspired by Tuscan flora and Carrara marbles, continuing a family tradition of craftsmanship.
In Saint-Tropez, the Maison returns for a third year to La Réserve à La Plage, extending its signature aesthetic across umbrellas, cushions, and a curated pop-up boutique. There, the Resort 2025 collection takes center stage, drawing inspiration from the Venetian Lagoon and the island of Burano. The space is adorned with the brand’s iconic Suitcase Stripe, reinterpreted through rope installations that serve both functional and visual purposes.
These activations move beyond seasonal décor. By weaving design, art, and regional references into immersive experiences, Loro Piana reinforces its positioning as a brand that values substance alongside style. In a luxury market still recovering from spectacle fatigue, the Maison’s summer strategy offers a quieter kind of statement—one grounded in texture, locality, and emotional nuance.
