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credit: paula crown aspenx
credit: paula crown aspenx

Luxury resorts are becoming increasingly popular with luxury brands, also as a source of inspiration

To meet the needs of customers in luxury resorts, more and more luxury brands are turning to temporary pop-up boutiques.

Temporary boutiques often offer an unforgettable experience due to the temporary brand presence. According to Lucie Hanuš, Marketing Manager at Savills, the number of luxury stores opening in vacation destinations doubled between 2022 and 2023. Some luxury brands even go so far as to offer limited collections for this purpose. Armani Neve, for example, is available in ski resorts such as Courchevel, St. Moritz, Crans Montana and Megève, while “LV By the Pool” has two pop-up boutiques located exclusively on the island of Zuma Mykonos. In addition to major brands such as Moët Hennessy, Louis Vuitton, Richmont and Armani, designer labels such as Alexander McQueen, Balenciaga, Burberry and Bvlgari have also joined the trend.
But it is not only temporary pop-up boutiques that are of interest to luxury brands. The example of Aspen in Colorado shows that luxury brands are increasingly investing in permanent spaces. Nine brands from Dior, Louis Vuitton, Van Cleef & Arpels to Ralph Lauren Balenciaga and Overland Sheepskin Co are currently represented in the ski resort. In addition to the ski lifestyle, the off-piste offer has also become increasingly important. Prada has recognized this well and, like Vuarnet, Anon, Whit Boucher and Whitespace, has entered into a collaboration with Aspenx and developed its own Aspen-inspired collection. The Aspenx experience brand, conceived by artist Paula Crown in December 2021, is the first performance product line to be developed with a team of experts in a ski resort. In addition to the tailor-made shopping experience, Aspenx goes one step further and offers experiences such as hiking, cycling or even skiing to the enjoyment of good food – tailor-made experiences for the adventure of a lifetime.


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