Luxury brands are experimenting with new retail formulas by entering directly into exclusive hotels and resorts, including Louis Vuitton which, in addition to the new store in Forte dei Marmi and the resort spaces of Capri, Portofino and Porto Cervo, is focusing on a pop-up in the hotel 5 luxury stars Villa D’Este, with ready-to-wear collections for men and women, footwear, accessories, fragrances and many other proposals including the women’s capsule ‘Summer by the pool’ and the men’s collection that celebrates the partnership with the National Basketball Association. And then a pop-up in Forte Village, in Sardinia with leather goods, clothing, footwear, travel items, textiles, watches, jewelry, accessories, fragrances and the Objets Nomades collection, design furnishings created in collaboration with some of the designers most famous in the world. Even Borsalino, after opening a boutique in Mykonos, unveiled a pop-up store inside the LouLou Beach Club in Ramatuelle-Saint-Tropez on the French Riviera.