Loro Piana is bringing its signature quiet luxury to the Dolomites with a new chalet-style boutique in Cortina d’Ampezzo, transforming a historic 1950s chalet into a refined winter destination for high-end cashmere, ski, and holiday dressing. The opening on December 4, 2025, positions Cortina d’Ampezzo as a key Alpine hub for the brand ahead of a busy winter and Olympic cycle.
A chalet boutique in the heart of Cortina
Located at Corso Italia 60 in Cortina d’Ampezzo, Italy, the new Loro Piana boutique welcomes clients from December 4, 2025, as part of the maison’s growing network of Alpine addresses. The store is listed as the brand’s dedicated boutique in Cortina d’Ampezzo, open seven days a week in the resort’s bustling historic center.
The space occupies a restored chalet built in the 1950s, preserving its original architecture while adapting it for contemporary luxury retail. The façade combines gneiss stone typical of the Valsesia region with lacquered metal details in Loro Piana’s signature kummel tone and local solid wood, creating a warm but elevated presence on Corso Italia.
Immersive alpine interior design
Inside, the boutique is designed as a cocoon for winter shoppers, using materials that echo the brand’s textile heritage. Dark handmade terracotta tiles, cashmere-padded clay walls, and Loro Piana Interiors furniture emphasize tactile comfort and a homelike atmosphere, reinforced by a central fireplace on the lower level.
A palette of natural earthy tones — soft beige, burgundy, and kummel — links the space visually to Loro Piana’s Fall/Winter 2025–26 storytelling and its wider holiday campaigns. Hand-painted fiore di cardo motifs reference the maison’s emblem, connecting the chalet to its broader Italian craft legacy.
Curated ski and holiday assortment
The boutique spans two floors, with women’s wear, accessories, and lifestyle pieces on the ground floor, and women’s and men’s ready-to-wear and footwear on the lower level. The assortment is geared to the winter clientele of Cortina d’Ampezzo, with dedicated ski, après-ski, and evening options for the holiday season.
Key highlights include the Holiday 2025 Collection, which focuses on ski and après-ski looks, eveningwear, and signature cashmere, alongside the Loro Piana 2025 Ski Capsule with performance-led Defender and Traveller jackets, boots, and accessories. Textures such as mohair, bouclé, velvet, and silk are used to mirror the surrounding alpine landscape and appeal to international resort shoppers.
Visual merchandising and holiday narrative
The windows use a strong holiday narrative: twinkling gold stars and stacks of kummel‑hued Loro Piana boxes build an aspirational gifting scene facing Corso Italia. This setup is aimed at capturing attention from the constant flow of shoppers and visitors who treat Cortina d’Ampezzo as both a ski resort and a luxury promenade.
Miniature wooden artisans dressed in kummel and green interact with scaled‑down maison products, turning hero items into “gifts in motion” and emphasizing the brand’s craftsmanship message. The holiday storytelling mirrors the wider Holiday 2025 gifting themes Loro Piana is rolling out globally, but localized to the alpine context of Cortina d’Ampezzo.
Strategic move in luxury alpine retail
The Cortina d’Ampezzo chalet underlines the importance of alpine resorts within Italy’s luxury retail map, as high-net-worth travelers look for full-service experiences directly on the slopes. Opening on December 4, 2025, just weeks before major winter events and ahead of the upcoming Olympic cycle in the region, helps Loro Piana capture early momentum in a market that blends sport, lifestyle, and luxury tourism.
For the brand, the store operates less like a standard boutique and more as a flagship “alpine embassy” where international travelers can experience Italian cashmere, ski innovation, interior design, and holiday gifting in a single, coherent environment. This aligns with Loro Piana’s broader strategy of opening highly contextual flagships that anchor its image in key lifestyle destinations worldwide.
