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Introducing Loro Piana's Exclusive Winter Pop-Up in Zermatt

The boutique will stay open throughout the winter season. Image credit: Loro Piana Italian luxury cashmere brand Loro Piana has ventured into the snowy landscape of Zermatt, Switzerland, unveiling its...

The boutique will stay open throughout the winter season. Image credit: Loro Piana

Italian luxury cashmere brand Loro Piana has ventured into the snowy landscape of Zermatt, Switzerland, unveiling its first-ever pop-up shop in this renowned ski resort. Nestled in the heart of the town, the circular snow-white boutique seamlessly blends with its surroundings, offering a curated selection of special-edition collections and unique extras.

This Winter Wonderland pop-up, launched in December 2023, is set to captivate visitors with both visual allure and a welcoming atmosphere—a rare find in this chilly season. Embracing an oval design inspired by the traditional "gher" dwellings used by the nomadic people of Mongolia, where Loro Piana sources its exquisite cashmere, the boutique pays homage to the brand's heritage.

Guests can also find bespoke additions: an open-air lounge and ample seating take form inside. Image credit: Loro Piana

Guests can also discover custom features, including an open-air lounge and ample seating. Image credit: Loro Piana

Adding to the bespoke experience, the store features an open-air lounge and ample seating, creating a cozy retreat for shoppers. The boutique showcases new releases and Loro Piana's Holiday 2023 collection, celebrating the enchantment of the mountains.

Discover a selection of signature fabrications such as "Cashmere Coarsehair," "Shearling," "Cashfur," and "Baby Cashmere" across the range of products available on-site.

Open until March 15, 2024, the Zermatt Yurta pop-up, located at Tempel 2 Zermatt 3920, welcomes guests daily from 10 a.m. to 7 p.m. Immerse yourself in the magic of Loro Piana's winter offerings, as other luxury labels also make their mark in the Swiss Alps, including the likes of Italian fashion powerhouse Moncler.

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