LONDON — Loro Piana has come home.
Following months of renovation and taking over the next-door space previously occupied by Rimowa, adding around 2,000 square feet of retail space, the LVMH Moët Hennessy Louis Vuitton-owned Italian luxury brand on Thursday officially returned to the address that it has called home for two decades at 153 New Bond Street in Mayfair.
Neighboring Chanel and Hermès with a total area of 5,650 square feet on one floor, the renovated Loro Piana store comes with a sleek facade clad in earthy travertine resting on a granite base.
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The interiors put a big focus on natural materials and a warm color palette. Upon entering the space, shoppers are greeted with the women’s accessories area with variations of its signature bag styles like Extra Pocket, Loom and Needle, as well as a selection of hats, eyewear, and silk scarves on metallic shelves against textured walls.
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The men’s accessories and ready-to-wear section, anchored by the Pantalonaio, a historical open piece of furniture used in the early Loro Piana boutique, is right behind the entrance. Walking further into the store, there are two adjoining rooms, showcasing the brand’s men’s and women’s rtw and shoes, respectively.
At the back of the store is an appointment-only VIC room, arranged in the style of a walk-in wardrobe.
Adorned with marble tables, striped silk carpets, and silk wall coverings with details in woven straw, brass, oak and Carabottino wood, the space aims to provide an intimate and homely environment for clients to get comfortable while trying on wardrobe essentials or seasonal offerings made using the brand’s core materials of cashmere, baby cashmere, Vicuña and shearling, along with deerskin and exotic skins.
According to Frédéric Arnault, who joined Loro Piana from LVMH Watches as chief executive officer on March 26, the revamped New Bond Street store is designed as an homage to Sergio Loro Piana’s spirit and legacy of distinctive taste and Pier Luigi Loro Piana’s quest for the finest raw materials.
The in-store installation “The Master of Fibers,” which runs from Friday to Sunday, will provide firsthand evidence, such as historical documents from the Archivio Storico in Varallo, Italy, to showcase the house’s six-generation family heritage and crafting tradition.
Highlights of these archival materials include weaving books from the 1930s featuring drawings on graph paper to guide textile creations, a handwritten document on finishing processes circa 1936, a 1926 price list, its very first fabric sample book from 1926, the brand’s coat of arms design from 1951, whimsical advertising campaigns from recent decades, and photos of the Loro Piana family members throughout the past century.
Some of these documents were first made public earlier this year in Shanghai with the landmark exhibition “If You Know, You Know. Loro Piana’s Quest for Excellence” at the Museum of Art Pudong.
The retrospective, part of the Italian luxury house’s centennial celebration, was a comprehensive and sensory-friendly experience that fanned out across more than 10,000 square feet, telling the story of the brand’s family legacy, textile know-how, fashion prowess, its links to China, and its devotion to the art world in 15 galleries.
Judith Clark, curator of the exhibition as well as the London installation, believed that the expanded Loro Piana store on New Bond Street is equipped with all of the refined, detailed attributes of the house.
“With the fall-winter 2025-26 collection hung along the walls, it would have been terrible to empty it out and not use its architectural rhythm. The cabinets, usually filled with accessories, have been instead filled with documents, books and photographs from the historic archive at Varallo that I had the privilege of studying when working on the first Loro Piana exhibition in Shanghai earlier this year,” she said.
“The display shows continuities of production over Loro Piana’s century in practice, and the technical expertise and crafted details that go into every piece. The archive is both presentation and continued inspiration,” Clark continued.
For a more Instagrammable moment, the installation also comes with an innovative and interactive raw cashmere installation at the entrance of the store, featuring neutrally toned cashmere sculptures that offer a sensorial experience in a world of softness.
For one night only on Thursday, fragments of the “If You Know, You Know” experience will be recreated at the Royal Academy of Arts, which is a stone’s throw away from the store on New Bond Street.
Taking up the large and small Weston Rooms, which are usually part of the museum’s temporary exhibition route, some 11 one-off silhouettes designed to showcase Loro Piana’s savoir-faire for the Shanghai exhibition — such as a grand ballgown crocheted in linen, two suits made from a fully embroidered blend of baby cashmere and silk, and the “alpaca waffle,” where chunky yarns of different weights feature bead and sequin embroidery — will be restaged for the guests attending the celebration event for the store’s reopening.
There will also be a four-screen immersive film depicting the landscape in Inner Mongolia where the company sources much of its “noble fiber,” Loro Piana’s historical factory in Italy, and Clark’s studio in London, offering a behind-the-scenes moment of the brand’s textile production, as well as the skills involved in exhibition making.
A scale model of Loro Piana’s historical Quarona factory will also be displayed in the large Weston Room. It will sit in a space dominated by the film that records photographs of the same factory from a century ago.
In the small Weston Room, three silhouettes that were previously displayed in the Cocooning Room in Shanghai will be displayed between padded walls and carpeted floors. It is designed to evoke the softness of the fibers used in the garments, resembling the inside-out of a Loro Piana jacket.
While the installation will only last three days, the windows of the Loro Piana store on New Bond Street are decked with selected winter ensembles and items from the holiday collection, as well as wooden miniatures in green and the brand’s signature color kummel red representing artisans who are busy preparing for the season. They balance, juggle, walk on tightropes, and finally engage with stacks of Loro Piana packaging.
Inside the store, there is a holiday pop-up dedicated to gifting that also provides personalization services on cashmere scarves.
Loro Piana operates eight points of sale in London, with the rest situated in Harrods, Selfridges and a stand-alone store on Sloane Street, besides the expanded location on New Bond Street.