Loro Piana Launches Interiors with a Chic Aspen Pop-Up

The first time the collection is available directly to customers.

loro piana
David Marlow

Up until recently, if you wanted to fully envelope yourself in Loro Piana, from your sweater to your sofa, you would have had to book a stay at the 1815 Villa Cima, one of four private villas at Lake Como’s Villa d’Este, which the Italian house redecorated in 2019. Or at Casa Cipriani in New York, which has a suite fully outfitted in the brand’s famed fabrics. But while that sounds lovely, Loro Piana’s acolytes want luxurious interiors in their own villas, boats, and planes too. Enter: the maison’s new interiors collection, on offer directly to customers for the first time. It’s an extension of the interiors collection division established in 2006 and available only to the trade, and it’s kicking off in Aspen, where the house is hosting its Home for the Holidays interiors and lifestyle pop-up.

Why Aspen? Well, why not? But the brand does have deep roots in the ritzy Colorado ski destination. It is home to its second-ever North American boutique (which opened 22 years ago, after its Madison Avenue location). “Loro Piana is a brand for resort. We are a brand that has roots in sport, in lifestyle, in escapes,” Francesco Pergamo, who heads Loro Piana’s interiors division, tells BAZAAR.com. “Aspen is one of the oldest and most elegant mountain resorts in the U.S. Loro Piana is created for living outdoors, living in nature, living in a world where you can appreciate the beauty of nature. I think that Aspen is a perfect location. Our customer travels the world. They have houses there. They go there for vacation.” The pop-up is located in the former Aspen Times Building adjacent to Hotel Jerome.

loro piana
The Palm Duet Chaise Lounge
Courtesy Loro Piana
loro piana
The Bul-Bo Soft Lamp
Courtesy Loro Piana

The transient shop serves as the first time the Loro Piana interiors collection will be on display. The offering includes an assortment of furniture, lamps, pillows, blankets, and accessories. But why now? We’re collectively coming off a time spent inordinately at home, when people felt a pull to make their living spaces as comfortable and visually inviting as possible—which certainly makes the timing of this release apropos.

It’s also a simple case of giving the people what they ask for. “We have had more and more requests [for this collection] coming from the people visiting our stores. People like to cocoon themselves in items that are soft, pleasant, that embrace the body—something that feels good when you wear it. They want to be surrounded by this same feeling, but in their everyday lives,” Pergamo explains. “It can be at home, on a plane, a boat. Loro Piana’s interior stories started from a simple idea. Why don’t we put our cashmere also on the sofa, on an armchair, on the window, or on the walls? Or on the carpet, on the floor?”

And while fabric is the core of Loro Piana, the interiors collection goes beyond the tactile. “We always want to put fabric and material first. We are a company of touch, we’re a company of the knowledge on how to make things in the best way,” Pergamo says. “But we’re launching a collection which is a bit more decorative.” That decorative notion includes the Ginza furniture collection: a sofa, daybed, armchair, and pouf that make up the first made-to-order furniture collection designed by the maison. The Palm Duet chaise lounge, created by designer Raphael Navot and made of Cashfur fabric, a blend of cashmere and silk, is a favorite of Pergamo’s. “I’m very much in love with the Palm Duet, because I think it has such an interesting design. It’s modern, it’s contemporary, but at the same time, it’s the best object to appreciate a fabric.”

loro piana
Loro Piana pillow
Courtesy Loro Piana
loro
Inside the Home for the Holidays Pop Up
David Marlow

There’s also the Bul-Bo Soft Lamp, designed by Gabetti and Isola in the late 1960s, but now covered in Altai wool and cashmere fabric. And it all comes about through the particular Loro Piana lens. “We love to bring the designers we work with to visit our own facilities, to jump in our own world. We have archives, we have places where you can really appreciate the story of the brand,” Pergamo says. Pillows and throws will be available to purchase on-site at the pop-up in muted colors and subtle graphic patterns. “The interior collection is awake, it’s a work in progress. We’ll be building the collection more year by year.”

The brand is leaning into the elements that have made its ready-to-wear and accessories enduring staples in well-appointed closets around the world. “There’s correlations between the world of furniture, the world of interior, and the world of clothing apparel,” Pergamo says. “For example, our shoes have a signature comfortable wide sole. The ‘logo’ is in the material, is in the color. The sole is also functional, because it’s white, so when you walk (they were first created to wear on a boat deck), you are not leaving any mark, you’re not creating any damage. So the feet of every piece of furniture has been covered with this rubber sole.”

It’s all in the details. And as Pergamo says, “This collection gives us the opportunity to offer something new to our customers that are already very much in love with the Loro Piana world.”

The Home for the Holidays interiors and lifestyle pop-up store is open from December 13 to 21.

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