Vacations and summer destinations are also the lot of luxury brands that export themselves during the summer through exceptional pop-up stores in the most beautiful cities in the south of France, but also in the rest of the world!
For several years, luxury brands have been investing in the most beautiful summer destinations, following the “migration” of the luxury clientele to these prestigious destinations such as Saint-Tropez, Capri or Mykonos.
Chanel was the first to take up the idea of the summer pop-up store, following its customers on vacation. The brand then took up residence in Saint-Tropez in the private mansion La Mistralée, where Gabrielle Chanel used to live. And this year is no exception to the rule as the brand invests in the coastal city with accessories but also jewelry and watches, including Coco Crush, N°5 as well as the latest watch collections of J12, Première and BOY-Friend.
Since Chanel’s idea, other brands have started to create their own pop-up stores, allowing both to find the luxury clientele on their vacation spot but also to add a summer rendezvous where summer is usually synonymous with a commercial break.
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In Portofino, LVMH is playing on synergy by offering a Dior wellness break at the Splendido, a hotel in the Belmond collection. In addition to the spa and treatments, guests will also be able to discover the pop-up store with an exclusive limited edition of Dior’s iconic perfume, Escale à Portofino.
Louis Vuitton is playing the travel concept to the hilt by offering an ephemeral bookstore in Capri this summer. In honor of the latest edition of City Guide, the fashion house has created a special pop-up overlooking the splendid setting of the Piazzetta di Capri, the historic newsstand, a landmark for locals and day-trippers alike. An opportunity to mix culture and tourism!
Spanish fashion house Loewe is heading to Ibiza. For the third time this summer, the brand has opened a pop-up store in the heart of the Museum of Contemporary Art, in the historic district of Dalt Vila, Ibiza. This summery and artistic address houses pieces from the Loewe x Paula’s Ibiza collaboration with the bright and playful prints it is known for. The collection was designed by Jonathan Anderson, the house’s artistic director, as an ode to his childhood memories of the island of Ibiza. For this third Loewe pop-up, the house also invited the rock band Soulwax and sound engineer Michel Gaubert to compose an exclusive vinyl of tracks evocative of summer nights on the island in the 70s.
Read also > Valentino Beauty opens a pop-up store at Paris-Charles de Gaulle airport
Featured photos : © Dior
