Loro Piana opens its first Latin America store, in São Paulo

Loro Piana opened its first Latin America store on Thursday, a boutique inside the Shopping Cidade Jardim luxury centre in São Paulo. The Italian house is entering the region with a space built around its signature materials, colours and wood details.

In a statement, the brand called the concept and interior design "the true essence of Loro Piana", with refined materials, a warm colour palette and signature oak and carabottino wood. Executives say the soft lighting gives a "home away from home" feeling.

The palette is the company's signature Kummel colour, beige and burgundy, all warm earthy tones.

What the boutique looks like

The façade is inspired by the soft, wavy texture of Loro Piana fabrics. It unfolds across three windows and is made of handmade terracotta ceramic tiles, crafted in Italy in glazed ceramic in the Kummel colour.

The boutique carries the fall 2026 collection. Up front are women's soft accessories and bags, then a textile wall showing foulards, followed by a presentation of scarves.

Women's ready-to-wear and shoes follow, displayed among armchairs upholstered in Loro Piana fabrics with touches of the Kummel hues.

A separate ready-to-wear room is framed by wooden walls with beige accents. Its armchair and coffee table are in Brazilian wood, made by the late Polish-Brazilian architect and designer Jorge Zalszupin.

There is a private by-appointment client room, again upholstered in Loro Piana fabrics, and a dedicated space for menswear. Both are part of the same floor plan as the women's rooms.

Other touches include a sculptural chandelier in amber-shaded glass, designed by the Egyptian-Brazilian artist Elvira Schuartzy, and a lounge for relaxing. Two Brazilian creators are therefore credited in a store that is otherwise Italian in material and colour.

The mall and the brand's wider moves

Shopping Cidade Jardim is one of Brazil's premier destinations for luxury shopping, leisure and fine dining. It opened in May 2008 in São Paulo and has flagships and exclusive operations from some of the world's most prestigious houses.

São Paulo has seen other luxury retail activity recently. We reported on CJ Fashion, a rare new luxury department store that opened in the city, which makes a second notable arrival for the market.

Loro Piana has also been investing at home. We reported that it opened an 8,000 square metre knitwear hub in Ghemme, Piedmont, its first factory built without fossil fuels.

That Ghemme hub is designed to eventually employ around 300 people. The São Paulo boutique is the retail side of the same period, with a new region added alongside new production capacity.

The statement did not give the boutique's size, its investment or a wider plan for Latin America. Those details were not disclosed, and the opening itself is the only commitment to the region stated so far.

The boutique's concept is minimalist, refined and dynamic in the brand's own description. Its materials are the point: tile, oak, carabottino, upholstery and amber glass, each chosen to echo the house's fabrics.

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Image: Loro Piana