In keeping with its customers, the Italian lifestyle brand’s fourth UK store oozes sophisticated affluence.
Located in the heart of the City of London at the historical Royal Exchange building, Italian lifestyle retailer Loro Piana is in its element. With product that exudes luxury and a refined style that appeals to the well-heeled, it is conveniently situated for the professional clientele who work nearby.
Opened in December 2007, the store is the fourth for the brand in London but is dist-inctive from its other sites due to its small size and mix of heritage and contemporary interiors. The architects had the challenge of retaining original features of the building, such as a spiral staircase and wall panelling, while implementing the brand’s signature modern look.
The result is a welcoming store with a clean finish that is appropriately intimate for the premium product on offer. Wardrobes are made from natural blonde oak, walls are sand coloured and sisal carpet covers part of the grey stone floor. Furniture is upholstered in Loro Piana’s own richly textured fabrics, while small details, such as hidden pop-out rails for displaying single items, add finesse.
Downstairs the store houses the current pre-autumn collection for men and women, including business shirts, trousers, cashmere jumpers and waterproof lightweight outerwear. Accessories including a multitude of coloured cashmere scarves, leather handbags, belts, ties and boots are displayed in a glass cabinet and on shelving.
Upstairs, a small VIP room is set up for customers who want a made-to-measure outfit, with rolls of fabric and collar options on display.
Lora Piana is a family-run business that originated in the early 19th century in Trivero, Italy, as a wool merchant. The current company was formed in 1924 when it exported wools and precious fibres throughout Europe, the US and Japan.
Twenty years ago it expanded into ready-to-wear attire with a style designed to cater for people for whom yachting, driving vintage cars and flying private jets are a normal part of life. Brothers Sergio and Pier Luigi Loro Piana are now jointly in charge of the business.
“Loro Piana prides itself on using the finest raw materials to fashion fabrics and garments unmatched in the luxury market,” says Sergio Loro Piana. “It is our belief that we stand alone in catering for the lifestyles of our most discerning customer. Our customers are sensitive to elegance and quality and not easily influenced by fashion trends that might be offered by other brands.”
The company has stores throughout Europe, China, the US and also in the United Arab Emirates.
“At the moment we are happy with our four selected locations in London and feel that our customers are familiar and pleased with them,” Sergio adds. “Rather than adding new stores, we might enlarge the space of our directly operated stores.”
Loro Piana 2-3 The Royal Exchange, London EC3V
110: Number of points of sale for Loro Piana globally
505sq ft: The size of the brand’s fourth London store
4: Number of Loro Piana stores in London