MILAN — Coinciding with its centenary, Loro Piana will for the first time stage a takeover of Harrods for the holiday season, running from Nov. 7 to Jan. 2.
The Italian luxury brand will also open two new permanent stores at the storied retailer dedicated to the Kids collection and to Loro Piana Interiors, respectively. For the duration of the takeover there will also be two pop-ups dedicated to the brand’s heritage and craftsmanship.
Loro Piana is planning to set up installations on the facade of Harrods’ Brompton Road side and in its 36 windows with various animations that will also celebrate the brand’s 100-year history. Details about the takeover will be released at a later date.
In terms of fashion, the company will offer dedicated products, men’s and women’s ready-to-wear collections in exclusive colors developed for Harrods and in the brand’s precious fibers such as Sopra Visso wool, baby cashmere and vicuña. The designs will be infused with a subtle British undercurrent rendered through equestrian touches, checks and classic solids, including Harrods’ signature green.
Women’s evening looks will comprise delicately hand-embroidered and elongated silk gowns, sophisticated knitted column dresses, soft silk tops and fluid pants. For men, there will be a range of tuxedos and formal tailoring fit for the holiday celebrations.
Loro Piana has been expanding its accessories selection and Harrods will carry some of the brand’s signature designs, from the Extra Pocket and Bale to the Ghiera, Extra Bag and Loom, as well as leather goods and costume jewelry. The festive color palette will feature a pop of holiday red, two shades of green and white.
Loro Piana is paying special attention to the U.K. as the campaign advertising its heritage collection, as reported, was photographed by Mario Sorrenti against the backdrop of the striking Inveraray Castle owned by Torquhil Campbell, the 13th Duke of Argyll. Scotland is the land of the cheviot, the typically Scottish woolen fabric, but it is also where Loro Piana first came to know about the virtues of the fiore di cardo, the thistle flower, which has been part of its coat of arms since 1951. The thistle is also a recurring theme at Harrods.
As for the Loro Piana Interiors division, it is becoming increasingly significant for the brand, and regularly shows in Milan during Design Week. The collection was first launched in 2006, initially only aimed at professionals in the sector but now also open to end consumers. The brand is also present in the yachting and aviation industries and in the hospitality area.
This is a milestone anniversary for Harrods, too, as it celebrates 175 years in business and Michael Ward, managing director of the retailer, told WWD in February that brand takeovers have become a highlight of the Harrods calendar.
“The challenge we always set is to push ourselves in regard to the customer experience and retail theater. Our brand takeovers become events in and of themselves, and while they naturally drive footfall — by offering a unique pop-up or a range of exclusives — they most importantly drive brand equity for us and our partners,” said Ward.
In February, Burberry took over Harrods, transforming the shop floor into a luxury base camp, with outdoorsy accessories, an exclusive capsule collection and new blue check uniforms for the doormen. Harrods’ Brompton Road facade turned blue for the first time following a multiyear project to install thousands of LED lights.
Harrods over the past couple of years has worked with Dior and Louis Vuitton on large-scale takeovers. The Louis Vuitton x Yayoi Kusama spectacle included 27 Harrods windows adorned with giant colored dots. The windows were alive with anamorphic displays, and featured spinning pumpkins and life-sized digital films of the Japanese artist watering surreal plants and watching them sprout, flower and move like little animals.
A few months earlier, Dior staged its own takeover of Harrods with “The Fabulous World of Dior.” The event drew inspiration from the brand’s 30 Avenue Montaigne flagship and encompassed 44 windows, the facade of the Knightsbridge store, a café and two pop-up shops.
The centerpiece was an immersive experience that traced the life of founder Christian Dior, and the evolution of the couture house. It featured animated tableaux made from large and small gingerbread cookies, piped icing and colored candy. A mega-star measuring 17 meters, or almost 60 feet, hung above the Brompton Road entrance, and formed part of a lavish 3D display.