LVMH’s luxury brand Loro Piana has just launched its first-ever pop-up store in Zermatt. Located at the foot of the notorious Matterhorn mountain, Zermatt is a renowned tourist hotspot in Switzerland.
The pop-up runs from 15th December 2023 to 15th March 2024 and is certain to be an unmissable shopping experience.
Drawing inspiration from Mongolian culture, the pop-up is inspired by a Ger – a traditional mobile dwelling. The reference to Mongolia makes complete sense for the brand. Loro Piana is known to source high-quality raw materials from around the world.
From gathering cashmere from baby goats in China and Mongolia to lotus flower fibre from Myanmar, Loro Piana strives for premium textiles.
Loro Piana in Zermatt
To further allude to the Ger concept, upon entering the store visitors are met with the Ger installation. With a colour palette accented by the flower tapestry bloom print, the piece subtly references details from the Holiday 2023 collection.
The store itself is filled with warm, elegant pieces from the latest seasonal offering. Iconic yarns of Cashmere Coarsehair, Shearling, Cashfur and Baby Cashmere all make an appearance – adorned carefully with handcrafted embroideries.
Additionally, for those hoping to truly embrace the alpine surroundings, the ski capsule collection will also be on offer.
Loro Piana in Zermatt
The pop-up store also includes an open-air lounge where guests can stay warm in Loro Piana blankets. Meanwhile, the brand’s temporary boutique will be just a stone’s throw away for those who become increasingly curious.
Loro Piana in Zermatt
Acting as an oasis of warmth and comfort in the mountainous region, the Loro Piana pop-up store is the perfect shopping destination for those visiting Zermatt this winter.
by Sophie Richardson