From fashion labels to fine watchmaking, the luxury world has surrendered to the pop-up trend with experiences that combine exclusivity and innovation.
Creativity knows no bounds when it comes to creating a pop-up, a must-visit for those looking to catch up on the latest collections, discover limited or seasonal editions, capsule collections or remember the history and icons of the brand. But these spaces are far from being a mere shopping destination.
Above all, they are unique places to connect with the universe of the brands, which can offer gastronomic experiences with Michelin-starred chefs, signature cocktails, wellness retreats or exclusive events.
SUMMER EXCLUSIVITY
The world of high fashion has long since surrendered to this trend, in a bet that is renewed year after year with ever bolder ideas and proposals. In recent times, the brands have ‘travelled’ with their clients to the hottest summer destinations on the French Riviera, the Greek Islands, the Balearic Islands, the Amalfi Coast or Los Angeles, where their seasonal pop-ups have completely redecorated the most exclusive beach clubs with identity patterns inspired by warm, bright days.
Last summer, Prada chose the sands of Formentera to open a pop-up at Gianni Peroni's Es More. With its summer décor, the Italian label exhibited its Ready-to-Wear collection for women, as well as the 2024 edition of the Prada May line, with typical knitwear in the style of the warm season. Also in the Balearics, Off-White chose a beach club in Ibiza to present its summer capsule collection.
Givenchy teamed up with the luxurious beach club Nikki Beach Pop-Up Lounge & Bar on the glamorous Emerald Coast of the island of Sardinia. Chanel has chosen the luxury shopping destination of Nammos Village in Mykonos for its seasonal boutique, with a selection of summer items as well as the latest collections from the French house.
The Italian Dolce & Gabbana returned to Saint-Tropez, to the Casa Amor Club on Pampelonne beach, where the colours of summer inspired the festive prints that decorate the entire space, including the club's restaurant, led by the new chef Zouhair. Tory Burch joined Nikki Beach Saint-Tropez, a destination that also welcomed Loro Piana.
Over here, Gucci "holidayed" in Comporta to present the Gucci Lido collection, which pays homage to the seaside lifestyle and is inspired by the legendary Italian beach clubs known as "lidos". The pieces in this line stand out for their sophistication and comfort, capturing the essence of a relaxed and chic summer.
FOOD AND BEAUTY MEETS FASHION
The union of fashion and gastronomy is not new and almost all the major luxury houses have exquisite restaurants in their flagship stores around the world. But if there are any unmissable summer experiences, they are those involving signature cuisine, and Louis Vuitton has once again opened its seasonal restaurant at the White 1921 St Tropez hotel, combining the brand's luxurious, summery atmosphere with the celebrated chef duo Arnaud Donckele and Maxime Frédéric. Nearby, the pop-up boutique offered ready-to-wear looks in addition to the LV by the Pool collections, and the brand provided personalised private transport to get there.
Wellness retreats and access to the most sublime experiences a destination can offer have been the perfect fusion for pop-ups, which combine beauty rituals, fashion shows, private shopping, invitations to exclusive events, signature dinners and cocktails, yacht trips and even guided tours. This summer, several events have taken over the most idyllic coastal areas, such as the "Valentino Escape", a luxurious trip along the Amalfi Coast, the Dior Spa at the legendary Beverly Hills Hotel, and the regular presence of the Jacquemus St Tropez Beachfront on the French Riviera, is proof that the youngest and boldest brands are also already fans of the trend. More than experimentation and shopping, the popups are real invitations to immerse yourself in the
brand's culture, and the latest Valentino events are proof of this. The "Forever Valentino" exhibition in Doha, Qatar, has become a testament to the brand's heritage, showing everything from Valentino Garavani's first visions to Pierpaolo Piccioli's influence as creative director.
FINE WATCHMAKING SURRENDERED TO THE TREND
Exploring the universe of pop-ups is not exclusive to fashion labels. Luxury jewellery and fine watchmaking have also been won over by the trend, creating an emotional connection with their audience.
Cartier has a long history of events, exhibitions and temporary shops, either to celebrate the brand's icons or to tell its story through a journey through the most memorable pieces and collections it has created. The "Culture of Design" pop-up (Sydney 2023) allowed visitors to discover the inspiration behind the most iconic designs, objects that have stood the test of
time and will continue to innovate in the future. One of the featured pieces was the iconic "Trinity" timeless beauty ring, which turns 100 in 2024, an anniversary celebrated last July with an exhibition and immersive pop-up shop at The Arts House in Singapore.
Omega's association with the Olympic and Paralympic Games goes back a long way (since 1932) and the last competition in Paris featured a luxurious new Omega House, an immersive, members-only space in the city's 7th arrondissement, which hosted the launch of a new limited edition watch.
Coinciding with the timing of the event (28 July to 10 August), the Olympic boutique offered multiple experiences with interactive elements, including photo sessions with a giant astronaut, a celebrity autograph wall, new launches and numerous themed exhibitions dedicated to watchmaking and the brand's Olympic legacy. In the building's lush garden, guests could watch the Summer Games or enjoy a refreshing drink. IWC was in the ski resort of Zermatt, where it presented the ‘Colours of TOP GUN’ collection in a pop-up that was open until last October. Inspired by the new "Woodland" colour, the space was a reference to the clothing of the elite TOP GUN pilots and the extensive forest landscapes. A cosy bar invited you to relax while trying on the latest models in the collection.
Fine watchmaking has been seduced by these new approaches and other brands around the world are exploring the trend. This is the case with Panerai's "Make Time For Our Ocean", Singapore (2023) or Vacheron Constantin's famous Suite 1755, which offers its customers an exclusive experience in the most luxurious hotels.
