What: Loro Piana is marking its 100th anniversary with a grand-scale holiday takeover at Harrods, featuring 36 whimsical window displays, interactive pop-ups, and exclusive capsule collections that showcase the brand’s journey from sheep to shop.

Why it is important: This immersive event highlights the growing trend of experiential retail, offering luxury brands and department stores like Harrods a unique way to engage customers, boost foot traffic, and create memorable shopping experiences that merge storytelling with high-end products.

Loro Piana is celebrating its 100th anniversary by taking over Harrods' iconic windows and creating an immersive retail experience until January 2, 2025. Themed "Workshop of Wonders," the event features charming displays of baby goats floating on cashmere clouds, wooden mills, and bales of wool, all designed to narrate the brand’s journey from raw material to luxury products. Visitors can engage with interactive elements, including a window-to-window digital game launching in December and two in-store pop-ups featuring. Loro Piana has also launched an exclusive capsule collection for men and women, including tailored pieces and eveningwear inspired by Harrods’ signature green. This collaboration is part of Harrods' strategy to offer immersive brand takeovers, which have proven successful in driving foot traffic and sales while engaging younger, luxury-conscious consumers. Harrods' managing director, Michael Ward, says these events are vital to transforming retail from a transactional experience into a memorable, brand-building journey.

Harrods hosts whimsical Loro Piana takeover for 100th anniversary