Luxury is in the small gestures for Loro Piana The kiosk as a metaphor for reclaiming the ordinary

Loro Piana is one of those brands that does not need to talk about the esthetic impact of flashy trends or overcomplicated concepts to make a name for itself. Its essence is based on the immediacy of the fabrics, the reassurance of soft, enveloping textures, and the processing of unchangingly excellent materials. The basic idea is that an essential dialog with luxury can be created, consisting of coating, sensation, and three hundred and sixty degrees of physicality.

Instead, the newsstand on Via dei Giardini took the form of a small post office along the lines of vacation among the wonders of Italy and its most iconic sights. Here, passersby had the opportunity to mail a series of postcards illustrated by artists Emiliano Ponzi, Karolis Strautniekas, Antonietta Marrocchella, and David Doran featuring the locations of five Italian regions. The strongly communal idea of a kiosk and the spontaneity and delicacy with which flowers are picked brought back to the center of Loro Piana's narrative a perhaps forgotten concept: luxury can exist outside of fashion and can often live on inherently spontaneous gestures. Far from all that frenzy that, more often than not, punctuates the hectic rhythms of our days.