Loro Piana opens a winter pop-up store in Kitzbühel.
The Italian fashion house said on Wednesday that the temporary store in the Tyrolean Alps is inspired by a yurt – a traditional, mobile house of nomadic peoples of Mongolia. The design refers to the origin of the cashmere wool used by the brand.
The yurt combines minimalist design with high-quality wooden elements and reflects Loro Piana’s philosophy of elegant simplicity. Dark blue walls, snow-white accents and soft cashmere arrangements create a wintry atmosphere reminiscent of icy landscapes and starry nights.
The outdoor area also contributes to an inviting, wintry atmosphere with wooden furniture, festively lit conifers and cozy details such as lambskins and checked patterns.
The winter pop-up, which is open until mid-March, will present the Holiday collection for men and women, which consists of the Après-Ski, Evening and Ski Capsule lines.
