As summer comes to a close, we take a look back at the luxury brands who leveraged the season with sizzling initiatives in the wealthy hotspot of Porto Cervo.
Each year as the hotter months roll around to awaken the European joie de vivre, thousands of wealthy tourists flock to idyllic destinations across the continent to spend and sunbake.
Few though, are more coveted, opulent and glamorous than the exclusive enclave of Porto Cervo, tucked into the spectacular coastline of Sardinia, and home to over a billion dollars worth of mega-luxury superyachts each year.
As Engel & Volkers reported, its pricing on land of €300,000 per square meter, or approximately $30,454 USD per square foot, also makes Porto Cervo one of the most expensive locations in Europe for real estate, retail and relaxation.
While several luxury brands – from Bulgari and Dolce & Gabbana, to Prada, and Cartier – have already recognized Porto Cervo’s lucrative pool of wealthy consumers and staked their claim with permanent boutiques, several others have cleverly tested the waters this summer via innovative pop-ups that offer the elite an intensely curated, if fleeting, taste of what their brand experience has to offer.
Here’s five that stood out this season.
“ Porto Cervo is one of the most expensive locations in Europe for real estate, retail and relaxation ”
Located in the heart of Porto Cervo, the Rolls-Royce Summer Studio joined other super luxury brands on the waterfront Promenade du Port during summer 2015 for the second consecutive year.
As part of its pop-up offer, Rolls-Royce Motor Cars provided its select clientele an insight into its iconic marque amidst an exclusive showcase of its Porto Cervo Wraith edition – just one of three ever to be built – along with its latest Ghost and Phantom models.
Guests were offered the opportunity to learn about the cars through static displays whilst enjoying its bespoke Fendi Casa lounge, with the option to also arrange private appointments or test drive the vehicles via a dynamic drive on the winding roads of the Costa Smeralda.
Last month saw iconic maison Chopard inaugurate its seasonal boutique, located on Piazzetta Porto Cervo, in the heart of the Costa Smeralda.
The occasion saw British Singer Robbie Williams join Chopard Co-President and Artistic Director Caroline Scheufele for the ribbon cutting, as he passed through as part of his ‘Let Me Entertain You’ tour.
The temporary Chopard residence will be open until the end of September and is an opulent mix of exposed brick, light wood, lavish leather and precious silk interiors dotted with typical Sardinian furnitures with sea shades of colours.
Within its walls, Chopard customers are offered a warm and relaxed atmosphere to experience the latest Red Carpet collection and selection of the brand’s most prestigious creations including the new ’Haute Joaillerie Capsule Collection Fleurs d’Opales’.
Despite its usual reputation for muted luxury with a posh following, luxury restaurant chain Cipriani splashed out this summer with a pop-up dining space inside Billionaire, Porto Cervo’s premiere nightclub venue.
The restaurant came to life in its new location, amongst an opulent indoor/outdoor dining room of terrazzo tiles piled with oriental rugs and funky collection of slip covered regency furnishings that show their exposure to the elements.
As the restaurant boasts: “For many it’s the most expensive meal they will ever eat”, and the gastronomy on offer is brought to guests via a two-page long, leather-bound menu with fine grain paper to set the scene.
Selections from the broad menu included a lengthy appetizer selection of fresh crab claws, steak tartare and seafood salad with grilled octopus; a pasta selection of delicate raviolis, lobster penne and stuffed cannelloni; and mains including grilled whitefish or fluffy chicken scaloppini served with button mushrooms.
From dining to entertainment, Swiss luxury watch-brand Hublot invited 50 of its top press contacts and clients to a private, improvised concert by its brand ambassador and internationally renowned pianist prodigy Lang-Lang.
Stopping off from his world tour-with more than 80 dates, Lang Lang gave two surprise concerts in two temporary summer sites including the new Hublot pop-up, built within the Harrods Prestige Village for 2015.
A private yacht ferried Lang Lang to the event as he ceremoniously declared the Hublot pop-up open, before taking to the stage. Canapés and champagne flowed easily throughout the event, with guests invited to peruse the Hublot pop-up after the performance and before a private dinner hosted nearby at Fingers’.
Joining Rolls-Royce on the luxury automotive scene at Porto Cervo, was Bugatti, with its branded Lifestyle Boutique in Harrods Village.
Open from 10 am to 12 noon, then from 6 pm to midnight local time, from July 4 to August 31, the sportscar marque welcomed guests to its temporary summer quarters with a showcase of branded Bugatti apparel and accessories – from hats to shirts, ties and bags.
An exclusive line of watches, produced in collaboration with Parmigiani Fleurier, was also on show for privileged passers-by.
The main attraction, however, came in the form of two examples of the Bugatti Veyron 16.4 Grand Sport Vitesse model, considered the fastest roadster in the world, having reportedly reached 408.08 km / h.
Last but not least, is the impressive undertaking by Harrods in its ‘Prestige Village Porto Cervo offering’, which, in itself houses some of the aforementioned pop-ups.
Fashioned as a “real and appropriate model village with recreational spaces and exhibitions”, internal green gardens are traversed by wooden paths and dotted with 22 commercial offerings related to artisanship, exclusivity and luxury.
Bringing a touch of elegance to the department store one-stop-shop vibe, the famous London brand hosted the village for the third consecutive summer this year across a renewed layout of 6000 square meters, showcasing luxury brands such as Bugatti, Maserati, Audi; Hublot, Richard Mille watches and Hyt Watch; De Grisogono jewels, Lucia Pieri fur coats and clothing brands such as Just Cavalli and Maurizia Bijoux. A space was also dedicated to wellness with Technogym.
To further investigate brand innovation on Luxury Society, we invite your to explore the related materials as follows:
- 8 Latest Luxury Brand Experiences: Hermès, Chanel, Rolls-Royce
- 10 Top Luxury Brand Experiences
- 7 Digital Innovations for Luxury Brands