10 luxury fashion pop-up stores to visit this summer

The journey can be itself a brief summary of the life we would like to live, a dilated time in which to do everything you love and fill your eyes with beauty and then carry it in your heart all year round. Between breathtaking landscapes and natural experiences to the nth degree, even summer shopping is a key activity of our holidays. This is well known by the biggest fashion houses, which choose summer destinations like Ibiza, Mykonos, Forte dei Marmi, Capri and Venezia to open special summer boutiques, where the brand's dream is declined in maritime version with a urban landscape, to surprise tourists and their desire for a special shopping experience. Louis Vuitton, Dior, Prada, Marni, Blumarine, Etro and Bvlgari did not miss the opportunity to become a place of worship for fashion lovers even on holiday, dedicating to the summer and holiday mood capsule collections truly unique. nss G-Club takes you on a virtual tour to 10 beautiful pop-up stores in special summer destinations, to choose your favorite ones to include in the holiday itinerary.

Etro - Forte dei Marmi

The Italian brand chooses the Pearl of Versilia as a base for the summer. The seaside destination is the theater of Etro Beach Forte dei Marmi, a special project that turns the historic Bagni Piero della Perla della Versilia in a facility where, in addition to a pop-up store with a capsule collection, all accessories perfectly embody the exotic and refined style of the brand. The famous Paisley pattern embellishes all the accessories of the Italian summer: umbrellas, sunbeds, beach towels, deck chairs and rackets, obviously combined with chemisier, swimsuits, shirts, sweatshirts, denim, hats, espadrilles and the inevitable Globe Trotter bag.

Blumarine - Forte dei Marmi

Even the Italian brand led by the creative direction of Nicola Brognano arrives in Forte dei Marmi for the summer. With a verve echoing to the effervescent luxury of the early 2000s, the pop-up store of Blumarine opened its doors at the beginning of July with a space entirely designed on the lines of the dressing rooms of the neo-glamorous pop of the beginning of the new millennium, like Britney Spears and Paris Hilton. Neon pink walls and mannequins with the beautiful clothes of the Spring/Summer collection overlook the glittering showcase on the famous Via Spinetti, which becomes a Via Montenapoleone of the Tuscan tourist destination.

Louis Vuitton - Villa d'Este

On that branch of Lake Como comes the French maison with a pop-up store in the spaces of Tessabit, at Villa d'Este in Cernobbio. The boutique in full harmony with the shops of the Molteni family will exhibit in the romantic location the menswear designed by Virgil Abloh and the Ready to Wear by Nicholas Ghesquiere, footwear, accessories, fragrances and nomadic objets, design collaborations with international artists.

Loewe - Porto Cervo

The playful and carefree essence of the seasonal collection Loewe x Paula’s Ibiza could only choose Porto Cervo to revive the energy of the fashion epicenter boutique of the Balearic Islands opened since 1970. Johnathan Anderson’s summer memories of the Spanish island are hosted until the end of the season by the pop-up in Porto Cervo on the Promenade du Port, where a space of 60 square meters will present the entire men’s and women’s collection including summer crochet garments, sweatshirts, kaftans and the famous bags "Hammock", "Balloon" and "Gate" revisited in with summer materials and tones.

Chanel - Capri

Capri is a summer paradise where time seems to have stopped for a long time, a concept that the place shares with the timeless elegance of the Coco Chanel house. Among the lemons and breathtaking landscapes, opens for the sixth season the seasonal shop Chanel, inside which is available to purchase a selection of timeless garments of the brand, such as the bags J12, Boyfriend, Code Coco and Première, but also the collection Coco Beach 2021, a capsule created for the summer season by creative director Virginie Viard, exclusively in selected boutiques around the world, including that of Capri.

Saint Laurent - Venice

It is not a pop-up store but a real artistic experience, that a stone’s throw from the store in Piazza San Marco materializes a new scenario that screams the future declaration of intent of the French maison that recovers the roots of the founder in love with art. "Green Lens is a living work of art. It is both a work of art, an installation and a stage. It is like a lighthouse, where you can travel and live a very personal experience, while it also transmits light, ideas and questions". Thus the artist Doug Aitken, creator of the impactful work of art that was the backdrop to the show of the Menswear SS22 collection by Anthony Vaccarello, describes his installation with an ecological soul, which will remain accessible in the context of the Biennale of Architecture until 30 July and will then be donated to the City of Venice.

Bottega Veneta - Brooklyn, NY

After the party scandal at Berghain, Bottega Veneta continues to choose locations far from the sparkling imaginary of world fashion and continues its path towards a structural approach. Throughout the summer, until September, the Italian intertwined brand opened a pop-up store in a building of 1600 square meters, imposing architecture but at the same time elegant, once housed a local bank. Today, behind the high arched windows of the stone facade the design wonders directly from the Spring/Summer 2021 by Daniel Lee shine in all their bright colors.

Marni - Shelter Island, NY

Moving to America, fashion joins the delightful interior and exterior design with the Marni Marine space, pop-up store and rifiugio on the fashionable sea. The Sunset Beach Hotel on the beaches of Shelter Island, New York, is reinterpreted according to the playful and imaginative universe of Marni, Francesco Risso, in a real celebration of summer: the ground floor spaces are reimagined with fabrics from the archives of Marni, that give a new and lively look to the environments, embellished by colors, furniture and design objects of Marni Market all with a marine theme. All the design objects on display can be purchased in the hotel boutique, along with the Spring/Summer collection of the Italian brand.

Bvulgari - Mykonos

Italian taste and elegance set sail and arrive on the Greek coast, to become part of the context animated by the international jet set in Nammos Village, the temple of luxury shopping in Mykonos. In 35sqm the new space guides visitors to discover the seductive collections of the House of the Italian capital, including the Serpenti line, a collection of raffia accessories created specifically for the pop-up of Mykonos.

Dior - Mykonos

Even the French maison led by Maria Grazia Chiuri gives an ode to les vacances, opening two exclusive pop-up stores in the heart of the Cyclades Islands. Both in the center of Chora and in Nammos Village, in Mykonos two exclusive Dior boutiques present the summer collection Dioriviera, an exclusive capsule that embodies the spirit of a romantic summer full of energy, with bright colors that recall the flavors of the fruit just taken from the tree and long dresses and dreamy, perfect to run towards the infinity of the sunset.