On Tuesday, September 13, Loro Piana inaugurated its new store at 38 Avenue Montaigne in Paris. Promenade Pour un Objet d’Exception, a special event created for the occasion, invites visitors to discover the unique savoir-faire of the Italian house and the story of its exceptional cashmere.
Loro Piana has changed its address in Paris, leaving 8 Avenue Montaigne for No. 38, moving up the prestigious avenue towards the Rond-point des Champs Elysées. Nestled in a historic hôtel particulier, the new store provides an intimate and sophisticated atmosphere. Exquisitely noble materials including stone and wood combine with precious cashmere and vicuña fabrics, spanning 1,200 square meters of floorspace, with a VIP room on the top floor.
Loro Piana is marking the inauguration of this new jewel with a special event entitled Promenade Pour un Objet d’Exception. A celebration of the heritage of the Maison, the event celebrates Loro Piana’s originality and creativity. Sensorial and visual experiences invite visitors on a journey through the steps in the production of Loro Piana’s renowned cashmere. On display is a bale of the finest cashmere in the world, which arrived in Paris via the “Peking to Paris” vintage automobile rally in which Loro Piana took part this summer. The route retraces the journey of this rare natural fiber from China and Mongolia to Europe.
This exclusive material has been used to create a limited, numbered edition of 110 elegant pieces, including scarves, jackets, capes and carrés, available exclusively at the Maison Loro Piana in Paris.