Retail: brands flock to the Croisette

For many fashion brands, Cannes is the perfect destination to establish themselves. Recently, the Croisette has welcomed new stores from Fendi, Lanvin, Sergio Rossi, and Borsalino.

As the Côte d’Azur comes alive from Tuesday, May 14, thanks to the Cannes Festival, an event watched by the world until May 25, luxury houses are also taking advantage of this excitement.

A rendezvous spot for all of show business, the Croisette is indeed an ideal location for major brands that decide to set up there, whether permanently or temporarily.

Fendi

At the end of April 2024, Maison Fendi unveiled a new Cannes store designed by its internal architecture department. Located on the ground floor of the JW Marriott Cannes, it showcases Fendi’s women’s and men’s ready-to-wear and accessories collections designed by Kim Jones and Silvia Venturini Fendi. Spanning 510 square meters, the new store combines modern sophistication with Mediterranean references. The facade features handcrafted glass lamps mimicking the verticality of port lights, enhancing the interaction between the indoor and outdoor spaces.

Inside, the nautical theme is further explored through numerous details. Emphasis is placed on materials such as marble and travertine for a contemporary look. To evoke the aesthetics of boats, Fendi’s architects chose ash and teak wood, used to construct a massive cube housing the fitting rooms on the ground floor.

Conceived as a private space, the first floor is dedicated to hosting VIP appointments and events. It comprises a lounge, a dining room, and a terrace with a view of the Croisette, offering a prestigious setting where ceramic vases from Vallauris sit alongside a piece by Olivia Cognet.

Lanvin

Lanvin has decided to return to Cannes after more than a century of absence. In fact, the Parisian house’s founder Jeanne Lanvin opened her first store in 1920 at the Royal Hotel.

This new store officially opened on May 12. Inspired by the couture presentation organized by the founder in 1935 aboard the ocean liner Le Normandie, the space is presented as “an ephemeral experience inspired by the architecture of a ship.” With its blue carpet and fully wooden decor featuring portholes, the boutique transports the customer directly into a cruise ship.

Located at 65 boulevard de la Croisette, the store offers a capsule collection of evening dresses and tuxedos, a series of limited-edition accessories, and souvenir postcards featuring Jeanne Lanvin’s sketches.

Originally intended to remain open for six months, this address is now set to last. It is the second Lanvin store in France, after the one in Paris. “After the high season, the construction of a permanent store applying Lanvin’s new store concept will begin during the winter and will open in early 2025,” stated a press release from the luxury brand.

Sergio Rossi

The shoe brand Sergio Rossi has opted for a pop-up format to establish itself in Cannes. The Italian brand is also located at 65 boulevard de la Croisette, but only until April 2026. Over a period of two years, this space will invite visitors to “immerse themselves in the world of Sergio Rossi with a focus on the spring-summer 2024 collection and its famous timeless models.”

Although temporary, this installation marks an important step in Sergio Rossi’s strategic expansion. The brand is planning to open a store in Dubai, UAE, and a corner at La Samaritaine in Paris. “We are dynamically moving towards new openings and see excellent opportunities in many markets,” said Helen Wright, CEO of Sergio Rossi, who hopes to attract a new audience of local and international customers in Cannes.