Loro Piana enters the Middle East

RetailME Bureau

Italian clothing company specialising in high-end, luxury cashmere and wool products, Loro Piana has forayed into the Middle East with a new store in The Dubai Mall.

As part of its grand entry, Loro Piana has set up an immersive installation in the spectacular sky garden of Dubai Opera. From November 8-10, this multi-sensorial installation will invite visitors to discover the secrets of the world’s finest merino wool, through Loro Piana’s exclusive The Gift of Kings.

For this exclusive public event, Loro Piana has partnered with Tashkeel, which since 2008 has nurtured excellence in contemporary art and design and supported the careers of local practitioners. Proud to share the same passion for innovation, creativity and craftsmanship, Loro Piana has chosen to celebrate local culture by collaborating with internationally renowned artist eL Seed. His striking works mingle traditional Arabic calligraphy with contemporary street art.

Loro Piana’s installation was inspired by an ancient poem written by King Alfonso X, the enlightened, cosmopolitan ruler of 13th century Spain who played a pivotal role in the history of merino wool.

The Gift of Kings wool is the outcome of a tireless quest for excellence, and Loro Piana’s enduring passion for the most exquisite natural fibres. Working closely with leading wool growers in Australia and New Zealand for many years, Loro Piana encourages and incentivises the production of this ever-finer fibre.

To celebrate the immense effort that goes into producing this unique wool, each year Loro Piana rewards the finest fibre with the Record Bale Award, and occasionally, through hard work and perseverance, this fibre breaks all known world records for wool fineness, becoming the World Record Bale. Visitors to the installation in Dubai Opera will have the opportunity to appreciate this one-of-a-kind treasure and experience the natural wonders of the world’s most beautiful wool.