Loro Piana has set a new benchmark for festive retail in Hong Kong this year, launching the highly anticipated 2025 Holiday Gifting Pop-up at Pacific Place. Running from November 5 to November 23, 2025, this exclusive event marks not just a salute to holiday gifting but a showcase of Italian craftsmanship, premium materials, and personalized luxury experiences. The pop-up aligns with the brand’s ongoing expansion, which now includes dedicated men’s and women’s boutiques in the iconic Pacific Place mall.
A Festive Curation of Heritage and Gifting
The pop-up event showcases a carefully curated selection of holiday gift ideas that embody the warmth, creativity, and refinement of Loro Piana’s ethos. Guests are welcomed into an immersive environment inspired by the soft, undulating character of classic Loro Piana fabrics, highlighted by a store façade clad in handmade glazed ceramics and finished in the house’s signature warm palette. The interiors boast natural materials, signature oak and Carabottino wood details, and cozy lighting that creates an inviting ambiance.
To celebrate the grand opening, globally recognized actor Mario Maurer, singer-actress Charlene Choi, actress Cecilia Choi, and influencers Elva Ni and Faye Tsui were in attendance. Their participation signals not only Loro Piana’s focus on the Asian luxury market, but the heightened profile of the event within the region’s festive retail calendar.
The Art of Personalization and Bespoke Craft
A centerpiece of this year’s pop-up is personalization. Shoppers can customize the classic Unito and Grande Unita scarves, staple items in the Loro Piana success story since the early 1980s. These scarves, expertly crafted from extra-fine cashmere and finished with the signature “frisson” technique for a luminous sheen, can be personalized with bespoke embroidery overseen by dedicated Loro Piana artisans. A wide palette of signature colors is available, including earthy neutrals, pastels, green, blue, and a bold pop of red for the plaid.
Expanding Lifestyle: Home and Tableware Debut
For the first time, Loro Piana introduces its “Punti a Maglia” tableware collection at the pop-up. This line elegantly merges French porcelain savoir-faire with traditional textile artistry, showcasing plates crafted in Limoges and adorned with intricate thread patterns that mirror signature knitting stitches. These distinguished pieces are the products of collaboration between master artisans in Limoges and Loro Piana’s own textile experts. The collection fits seamlessly into the brand’s sophisticated expansion into the homeware and gifting categories.
Store Expansion Reflects Elevated Customer Experience
The Loro Piana Pacific Place store now spans both the second and third floors, offering dedicated boutiques for men’s and women’s wear. The expanded footprint reflects the brand’s growing clientele in Asia and its commitment to providing tailored luxury experiences. The décor, steeped in the brand’s Italian roots and featuring enduring details like the iconic “Kummel” color motif and signature woods, creates an atmosphere akin to an artful, contemporary residence.
A Holiday Pop-up Model for Experiential Luxury Retail
The pop-up is emblematic of a broader trend in luxury: experience-driven shopping and curated exclusivity. Holiday pop-ups offer a unique blend of immediacy, personalization, and social cachet, with opportunities for exclusive pre-ordering, initial embroidery, and celebratory programming that strengthens brand loyalty. The event’s festive atmosphere and high-profile guest list position it at the forefront of Asia’s 2025 luxury holiday retail season.
