Loro Piana Takes Over Harrods for Holiday Season
The luxury Italian house marks its 100th anniversary transforming London's iconic department store with a spectacular takeover featuring a 17-metre mechanical tree, 36 storytelling windows, and exclusive pop-up spaces showcasing a century of craftsmanship.
Loro Piana is marking its 100th anniversary with a spectacular holiday takeover of Harrods. Running from November 7th, 2024, to January 2nd, 2025, the Workshop of Wonders will transform London's iconic department store with a magical celebration that pays tribute to the Italian luxury house's century of excellence.
The immersive experience begins with a stunning transformation of the Brompton Road façade, where a mechanical display brings Loro Piana's craft to life. Visitors will witness the journey of precious fibers floating like clouds, transported in bales along a conveyor belt before being transformed into exquisite fabrics. The mesmerising installation culminates in a magnificent 17-metre holiday tree decorated with flowing fabric swathes and festive ornaments, which illuminates at night to enhance the festive atmosphere.
The storytelling continues across 36 meticulously crafted windows, each one revealing a different chapter of Loro Piana's rich heritage. The displays take viewers on a global journey, from the vicuñas of the Andes to the cashmere goats of Mongolia, following the world's finest fibers to their final destination at the Maison's historic factory in Quarona, Italy. A central globe installation rotates above a miniature version of the factory, mapping the journey of precious materials.
For the celebration, Loro Piana has created an exclusive collection for Harrods. The menswear offering includes sophisticated tuxedos and formal tailoring perfect for holiday celebrations, alongside the iconic White Sole shoes in special natural shades that reflect the brand's sailing heritage. The collection extends to accessories, leather goods, and costume jewelry, all featuring a festive palette of holiday red, two distinctive shades of green, and timeless white.
Two specially designed pop-up spaces enhance the experience. The Door 6 Pop-Up celebrates craftsmanship with workshop-inspired displays and offers exclusive accessories, including a personalization service for Loro Piana's iconic Grande Unita cashmere scarf. At the Door 9 Pop-Up, visitors can explore the art of gifting through an interactive journey into Loro Piana's world of fibers and crafting, complete with hands-on workshops where guests can create their own holiday decorations using the Maison's signature materials.
A new Loro Piana Interiors boutique will also debut within Harrods, presenting the complete Art of Good Living collection. This refined space showcases an extensive range of home décor, textiles, and meticulously crafted games, including special pieces created exclusively for Harrods.
The centenary celebration is further commemorated with the release of Master of Fibers, Loro Piana's first book published by Assouline, which chronicles the family's remarkable journey from a wool trading company to a global luxury house. This handcrafted volume will be available at both the Door 9 Pop-Up and the new Interiors boutique.
Drawing inspiration from the 1920s, when Pietro Loro Piana founded the company, the entire installation features warm wooden textures, gentle tones, and touches of matte gold, creating a harmonious blend of heritage and innovation. An extraordinary takeover bringing an unprecedented level of craftsmanship and wonder to London's holiday season.
