AN ODYSSEY OF TOUCH, A SENSORIAL JOURNEY TO DISCOVER LORO PIANA’S EXCELLENCES

AN ODYSSEY OF TOUCH, A SENSORIAL JOURNEY TO DISCOVER LORO PIANA’S EXCELLENCES

To celebrate the opening of the new flagship store in Ginza, Loro Piana invites its customers to embark on a sensorial journey to discover more about the brand’s identity, core values and almost six generations of history.

An Odyssey of Touch explores the evocative sense of touch, aroused both on a visual and tactile sphere, that underpins the brand essence while interpreting its symbolism in Japanese art and culture. Intended as an experience of discovery, knowledge and enrichment, it displays the brand’s deep relationship with nature that results in Loro Piana’s Excellences. Conceived by London-based, boundary-pushing digital artist Weirdcore, the installations will be open to public from October 16th to October 25th, 2020.

The path begins at a street level, with the takeover of the window screens which will come alive for the occasion. It then continues within the store to culminate on the 4th floor with a visual exhibition installation, a special area of the store, designed to cosset loyal customers, offering them comfort and privacy and extensive customisation services. In this space, the tryptic installation explores Loro Piana’s relationship with Nature, the sense of Touch and the country of Japan through two digital pieces and a physical one. “The three installations are conceived as a journey through Japan. Starting from the simplest, natural side of the country, it then shifts towards an homage to Loro Piana fibres and their relationship with light. The route closes with a return to reality: an artificial, man-made and futuristic interpretation of the city of Tokyo.”, commented Weirdcore. The background track is provided by Ryuichi Sakamoto, the esteemed Japanese musician and composer and co-founder of Yellow Magic Orchestra; each individual work is set against a unique, multi-layered soundscape created by musician and producer John Gosling. The tour focuses on Loro Piana’s Excellences, some of the world’s rarest raw fibres, and shed light on the cycle of nature and the innate beauty created by craftsmanship. Moving within the store, visitors encounter surprise, joy and inspiration through a multi-faceted experience that combines tactile, visual, and digital technologies.

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