Check out the brands' favorite locations for the European summer

The competition for pop-ups, collabs and activations in Europe is in full swing. Proof of this is that many brands such as Dior and Hermes are choosing the New York region to hold special presentations and business presentations looking to expand their horizons.

Dolce Gabbana

Dolce Gabbana bet on Le Carillon, in Portofino. Located facing a sea of ​​eye-catching color, the activation is marked by green arabesques, making it impossible to miss the maison from afar.

Another location handpicked by the brand, full of colors, was Casa Amor, located in the refined commune of Saint Tropez, as well as Marbella and countless other spots that will feature a Gabbana activation.

Dolce Gabbana activation in Saint Tropez (Photo: reproduction/Instagram/@ffw)

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Dolce Gabbana activation in Portofino (Photo: reproduction/Instagram/@ffw)

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Loewe

Spanish fashion house Loewe has selected the Munshausen Resort in Norway, overlooking the sea, to hold a pop-up.

The fact that Americans' spending on travel to Europe increased by 25% in 2023 is evidence that the continent is the best place to prospect. Furthermore, it is important to mention that a pop-up, as mentioned above, is an important sales element, since it consists of opening a store for a specific period of time, thus functioning as an efficient strategy to recruit customers.

_{Loewe pop-up in Norway (Photo: reproduction/Instagram/@ffw)}

Missoni

Meanwhile, the Italian brand Missoni has entered into a partnership with a resort on the south coast of Silicon, the Verdura Resort, which, precisely because it is a resort, has an appropriate movement and can further help in gaining a good audience for the brand.

_{Missoni's partnership with Verdura Resort (Photo: reproduction/Instagram/@ffw)}

Careful selection becomes important when thinking about the location that will best reflect the fashion houses and the ideals they provide, as marketing becomes essential when it comes to brand activations and promotion.

Featured photo: Jacquemus store in Capri and the Missoni brand's collaboration with Verdura Resort (Reproduction/instagram/@ffw)