For New Yorkers walking along Fifth Avenue this October, the city’s most iconic retail corner has a new glow. Italian luxury maison Loro Piana, the brand synonymous with Quiet Luxury, has unveiled an enchanting light display and art installation on the façade of Bergdorf Goodman, celebrating craftsmanship, heritage, and the poetic journey of material transformation from Mongolia to Manhattan.
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From Mongolia to Manhattan
The installation, running from October 17 through October 26, elegantly transforms the Bergdorf Goodman building into a pre-holiday spectacle that continues inside the store through November 3. Through light mapping, the brand tells a visual narrative beginning in Mongolia, where Loro Piana sources its world-famous cashmere fibers. The illumination then transitions into a field of thistle flowers, a motif integral to the brand’s emblem and textile tradition.
A stream of light intertwines this imagery, visually threading its way to the Quarona factory in Piedmont, Italy, where Loro Piana’s signature textiles come to life. The story culminates with an interpretive depiction of New York City, complete with a miniature Loro Piana truck carrying bales of raw fiber—a powerful metaphor for the brand’s global craftsmanship journey.
Art Deco Heritage Meets Italian Mastery
Inside Bergdorf’s windows, Loro Piana has masterfully merged its Italian elegance with New York’s Art Deco aesthetic. Each display is inspired by the brand’s origins reflecting both its deep history and fascination with modern craftsmanship.
The windows feature wood marquetry-inspired backdrops, highlighting wooden puppets representing artisans at work—each participating in different stages of Loro Piana production. The resulting dioramas pay homage to the brand’s dedication to skill and individuality, beautifully synchronized with the light show outside.
Symbolism in Every Window
Among the standout details, one vitrine celebrates the fiore di cardo, or thistle flower—traditionally used to brush the brand’s softest fabrics for over a century. Another showcases artistic sketches by Marcello Dudovich, the celebrated Italian illustrator of early-20th-century elegance.
Miniature vintage cars cruise along a tiny roadway adorned with Loro Piana’s Suitcase Stripe motif—rendered in the brand’s signature kummel beige—symbolizing the joy of travel and discovery.
A particularly meaningful display features a quote from Pier Luigi Loro Piana, the founder’s grandson and current Deputy Chairman:
Luxury is inextricably linked to quality.
The line appears woven across dark green fabric, presented against a wooden frame, reminiscent of his grandfather Sergio Loro Piana’s dedication to timeless style and authenticity.
Exclusive Offerings for the Event
To commemorate the collaboration, Bergdorf Goodman is offering limited-edition Loro Piana pieces and bespoke personalization services. Among the highlights are:
- The Grande Unità Scarf – The brand’s iconic cashmere wrap, introduced in the 1980s as its first finished product, symbolizing the transition from textile supplier to fashion house. Originally showcased in New York in 1994, this piece reappears as a centerpiece of the installation.
- Library Prints Collection – An exclusive lineup of patterned scarves and Cash Storm System hats designed for cold-weather luxury in Manhattan.
These pieces echo Loro Piana’s emphasis on tactility and timelessness—core aspects of its global identity.
Bergdorf’s Longstanding Relationship with Loro Piana
The collaboration deepens an enduring partnership between Bergdorf Goodman and Loro Piana. The New York retailer first showcased Loro Piana accessories in the 1990s, later becoming the site of its first U.S. boutique. The department store remains one of Loro Piana’s most visible international stages, symbolizing the harmony between American retail tradition and Italian sartorial finesse.
Fashion critic Pamela Danziger recently noted in Forbes Retail that “immersive collaborations between luxury heritage brands and experiential flagships signal the evolution of retail art.” Loro Piana’s Fifth Avenue activation exemplifies this shift—transforming high-end merchandising into a sensorial narrative.
A Moment of Reflection and Renewal
The installation also arrives amid heightened scrutiny over labor practice allegations directed at Loro Piana, owned by LVMH Moët Hennessy Louis Vuitton. Though Forbes noted that the reality may not be entirely flattering, the brand has succeeded in delivering an exquisite public art experience to New York; the light display repositions the narrative by focusing global attention on artistry and heritage.
