Loro Piana takes over popular beach clubs Bagno Piero and La Réserve à la Plage

“…To elevate the perfection of summer style in every dimension, the luxury brand, Loro Piana, known for its understated wealth aesthetic, excites the lifestyle and luxury sector once again. The brand unveils a project to take over prestigious beach clubs in Italy and France, including Bagno Piero and La Réserve à la Plage, narrating the charm of summer through the finest details in every aspect..."

Bagno Piero, the popular beach club on the shores of Forte dei Marmi, has been transformed into a space that showcases Loro Piana's luxurious vacation experience in a most excellent manner. The transformation is marked by intricate decorations and the incorporation of the brand's signature codes into various details. For instance, the restaurant chairs are adorned with cushions made from the iconic Suitcase Stripe fabric, one of the signature designs of the brand.

Similarly, the tablecloths exude understated luxury, directly from the brand. The private beach area has been elevated with the placement of custom-designed sunbeds, accompanied by towel sets adorned with the Maison's emblem, embodying the essence of Loro Piana's refined aesthetic. Furthermore, this elevated casual lifestyle extends to La Réserve à la Plage on Pampelonne Beach in Saint Tropez, France. This marks the second year of collaboration between this precious beach club and the brand, continuing to bring Loro Piana's exquisite touch to the luxurious beachfront experience.

The intricate patterns and signature colour codes of the Maison have been seamlessly integrated into various pieces of furniture, including umbrellas, beach beds, and cushions. The interior decoration is enhanced with multi-coloured ropes reflecting the classic stripes of the Maison, creating a relaxed yet sophisticated atmosphere that perfectly embodies the elevated boutique ambience.

Additionally, Loro Piana has chosen this boutique as the venue to present the brand’s Resort 2024 collection, which features beachwear. This collection showcases a variety of meticulously curated casual clothing and accessories, all designed to deliver the brand's exceptional craftsmanship and create an unforgettable experience.

The beach clubs, as envisioned and designed by Loro Piana, are now open for everyone to experience these special offerings. Bagno Piero is open until September 9th, and La Réserve à la Plage on Pampelonne Beach is open until October 5th.

Also See: Dolce&Gabbana transforms Casa Amor Beach Club into DG Resort at Saint-Tropez