Luxury brands show fashion against a strange background

Castel del Monte in Puglia: This is where Gucci presents the fashion show on May 16, 2022. (Photo: Donato Fasano/Getty)

amazing destinations

An octagonal castle perched on a hill, a research institute in Pacific Brutalist architecture and a comic square in Spain: these three landmarks will be given a new lease of life as temporary fashion destinations in the coming weeks.

In the meantime, you can find good ideas not only in classic travel portals, but also in advertisements or in social networks. Fashion shows are known and shared many times in exotic locations and against special backdrops, such as those designed by Jacquemus: a stretch of beach in Calanques de Surmio in southern France, a cornfield in the Vixen-Francis Regional Natural Park, in the almost endless lavender hills of Provence, or something like that. Tribe recently in March on Hawaiian Beach at Molly Gardens. After all, distant places of longing and travel fever are safe values ​​in themselves to provoke feelings.

Inputs for new longings

In the coming weeks, you can look forward to more travel input, along with the fashion show: because anyone who is self-reliant in the luxury realm (and has enough marketing resources) is setting up the new intermediate range — whether it’s under the cruise, resort, or pre-branded term. Gathering – in a special place that evokes holiday feelings, or in front of an exciting backdrop with history.

These 3 dream wallpapers must be remembered:

1. Castel del Monte, Apulia

Since Alessandro Michele took over as Creative Director at Gucci in 2015, the Italian luxury brand has not only offered a diverse range of coveted goods but also a number of inspirations, including exciting stories and atmospheric locations that encourage travel and discovery.

Michelle and Florentine Maison, which can look back on more than a hundred years of history, has already shown remarkable places steeped in history, such as Chatsworth House in the English Midlands or the Garden of Ninfa, about eighty kilometers south of Rome.

On May 16, Gucci will host a runway show at Castel Del Monte in Andria, in the Puglia region of southeastern Italy. It is a unique monument of geometric shape, floating like a crown on a 540-meter-high hill: the sun casts a dramatic shadow over this masterpiece, which has been protected as a World Heritage Site since 1996. The builder was Frederick II of Hohenstaufen, who built the castle around 1240 with an octagonal and octagonal floor plan Octagonal towers.

Castle del Monte in Puglia.  Image credit: Getty Images

Castle del Monte in Puglia. Image credit: Getty Images

The majestic form and the fusion of different elements from Northern Europe, the Islamic world and classical antiquity represents the Castel del Monte. It thus constitutes an intersection between the different peoples, cultures, civilizations and religions of the Mediterranean region.

More fashion shows in private sites

2. The Salk Institute, California

On May 12, Louis Vuitton showcased Cruise’s collection at the Salk Institute in La Jolla, California. It will be the first fashion show to be held at the Biology Research Institute. The main setting is the central courtyard, flanked by two mirror-shaped buildings made of concrete, teak and marble. It is a complex center that includes 29 scientific institutions on an area of ​​more than 410,000 square meters. The building seems to be seamlessly connected with nature, sky and sea.

The Salk Institute in La Jolla, California.  (Photo: PD)

The Salk Institute in La Jolla, California. (Photo: PD)

At this independent, not-for-profit institute, internationally renowned scientists conduct research in areas such as aging, cancer, neuroscience, immunology, and climate change. Founder D for example, Jonas Salk developed the first safe and effective polio vaccine. He also helped design the building, completed in 1965, designed by Estonian-American architect Louis Kahn.

With its brutal design and sweeping views of the Pacific Ocean, the complex is considered one of the most important modern buildings in the United States. For Nicolas Ghesquiere, artistic director of Louis Vuitton’s Women’s Collections, the Salk Institute has been a great place for years: “Louis Kahn’s breathtaking brutalist architecture against the extraordinary backdrop of the Pacific Ocean and California sunsets gives me endless inspiration. It also celebrates intelligence, knowledge and faith. With the power of science.”

Louis Vuitton’s new cruise offering is a continuation of an “architectural voyage”: in recent years, the house has always held cruise offerings in great architectural sites around the world, such as John Lautner’s Bob, Delores Hope Estate in Palm Springs (California), and Oscar Niemeyer’s Museu de Arte Contemporânea (MAC) in Niterói (Brazil), the Ieoh Ming Pei Museum outside Kyoto (Japan), and Eero Saarinen’s TWA Flight Center at JFK Airport in New York.

3. Plaza de España, Seville

As Kim Jones showcases his new men’s collection for Dior Men in Los Angeles on May 19, his colleague, chief women’s designer Maria Grazia Chiuri, organizes her collection for Dior cruises in Spain on June 16: at the Plaza de España, one of the main attractions of the capital Andalusia region. The relationship between Paris Maison and Spain has existed since the 1950s. Numerous travels have inspired Christian Dior and his successors to create iconic silhouettes. Elements of Andalusian craftsmanship and culture also flow into the new Cruz collection.

Plaza de España in Seville.  Image credit: Alvarez/Getty Images

Plaza de España in Seville. Image credit: Alvarez/Getty Images

For cruise groups, Dior has long performed at interesting sights, including the Palais Bulles near Cannes, Blenheim Palace in Oxfordshire, the Upper Las Virgenes Canyon Open Space Preserve in Calabasas, California, and the racetrack in Chantilly. After a show at El Badi Palace in Marrakesh in 2020 and a parade at the Panathinaiko Stadium in Athens last year, he has now moved to Seville.

The architecture of the Plaza de España is quite comical, a mixture of Renaissance and Baroque. The square was built by Aníbal González Álvarez-Ossorio for the 1929 Ibero-American Exposition and is highly symbolic: a semi-circular building wraps around the square. It is meant to symbolize Spain’s embrace of the colonies of South America.

It has an area of ​​31,000 square meters surrounded by a canal crossed by four bridges – representing the four ancient kingdoms of Spain, Castile, León, Aragon and Navarre. The tile decorations on the walls are dedicated to the 48 Spanish provinces, with maps of the provinces, mosaics depicting historical events, and the coats of arms of each province’s capitals.

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