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Seasonal pop-ups and concept stores look to lure wealthy customers in a relaxed mood

Many luxury brands showcase fine jewellery and watches as part of their exclusive lifestyle, fashion, and accessory collections. Dolce & Gabbana’s Grand Tour Alta Moda events have arrived in southern Sardinia at the beautiful Forte Village resort. Here, the brand’s Alta Gioielleria high jewellery and watch creations are displayed in a temporary boutique. The brand is also hosting creative pop-up stores, which were initiated last year, showcasing fine jewellery and watches alongside their holiday and lifestyle collections in various strategic locations. These strategic locations include San Domenico Palace in Taormina, Sicily; La Cabane beach club in Marbella, Spain; and Saint-Tropez, France, where they have enhanced Casa Amor, a well-known bohemian-chic beach club. According to Dolce & Gabbana chief executive Alfonso Dolce, these locations attract visitors with significant purchasing power and are considered real status symbols. Therefore, it is essential for the brand to be present in all categories, not only with clothing but also, above all, with jewellery and watches.

 

Pomellato, a brand that is taking advantage of the travel market, offers a range of luxury items at its seasonal pop-up stores in Porto Cervo and Forte dei Marmi in Tuscany. Boris Barboni, Pomellato's chief product and marketing officer, notes that these locations show a strong demand for high-end products at premium prices. The stores also carry exclusive holiday items, such as a turquoise-set version of the new button-style Pom Pom Dot collection, which is also available at another seasonal store in Capri. Barboni mentions that their resort boutiques tend to attract affluent individuals who are in a more relaxed and joyful state of mind while on vacation.

 


The Giorgio Armani Mare capsule collection, perfect for summer, has made its way to Soho House's Little Beach House in Malibu for a weeklong pop-up after debuting in Italy. Blending timeless Italian style with modern influences, the Mare Collection offers a range of beach accessories and ready-to-wear pieces for both women and men, reflecting the essence of a Giorgio Armani Italian summer. 

The pop-up also includes a Giorgio Armani Beauty counter and, for the first time in the United States, a display of the new Armani Casa outdoor furniture collection. The collection showcases solid teak pieces such as the Terence sofa and armchair with footrest, the Timothy sunlounge, the large Thomas dining table, the Turner and Terry side tables, and the Thelma folding armchair. 

The Giorgio Armani Mare tour began last month in Trani, Italy, at the Nugnes boutique. It continued to Porto Cervo, Sardinia, during the third edition of the Giorgio Armani Superyacht Regatta, and then to Forte Dei Marmi, Tuscany, coinciding with the opening of the first Giorgio Armani boutique. The tour has also visited Tokyo and Sylt, with future stops planned at resorts in Puerto Banús, St. Tropez, Cannes, Sanya, and select Giorgio Armani boutiques worldwide.

 

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