Loro Piana is celebrating summer with a series of seasonal takeovers that distill its signature Italian ease into two coveted destinations: Forte dei Marmi and Saint Tropez.
The luxury house is leaning into sensory detail, craftsmanship, and understated beauty—hallmarks of its identity—with immersive experiences designed to elevate the everyday.
In Forte dei Marmi, Loro Piana returns to Il Fioraio, a flower kiosk turned brand installation in the heart of the Tuscan town. The space feels like a summer postcard come to life, with soft clay-toned walls, oak and chestnut wood accents, and striped deck chairs that quietly suggest vacation. Inside, blooms curated for summer escapes are available alongside exclusive ceramic pieces made in collaboration with French artist Karim Rahman and the Barlet Soeurs.
Rahman, who began his creative journey in fashion as a makeup artist, brings the same attention to texture and form to his ceramics. His vases and centerpieces recall the fluidity of Loro Piana fabrics—cashmere and fine wool rendered in clay, then finished with a creamy white glaze he developed himself. The palette of kummel and malachite green pays homage to the Maison’s iconic colors, while each piece maintains a raw, tactile quality.
The Barlet sisters—Anne-Sophie and Bénédicte—continue their family’s legacy of craftsmanship from a workshop in Bourgogne, shaping pieces that balance utility and beauty. Their contribution to the installation includes three cylindrical vases, hand-painted with patterns inspired by Tuscan flora and the natural tones of Carrara marble. The result is both refined and deeply personal, echoing the rhythm of life along the Mediterranean coast.
Meanwhile, on Pampelonne Beach in Saint Tropez, Loro Piana returns for a third year to La Réserve à la Plage. The beach club’s interiors are reimagined in white and kummel, with branded umbrellas, cushions, and sunbeds lending a quiet elegance to the scene. A pop-up boutique offers a capsule of Resort 2025—easy summer staples and accessories inspired by the Venetian Lagoon and the island of Burano, where color takes center stage. The signature Suitcase stripe appears in multicolored ropes, tying the coastal story together.
With these thoughtful activations, Loro Piana captures the essence of summer as a state of mind: warm, graceful, and quietly luxurious.
Photos courtesy of Loro Piana