“The first time I held a piece of Loro Piana fabric in my hand it evoked a feeling of airy lightness, but also a sense of great dignity. Beautifully fine, soft and smooth, my eyes told me that the fabric did not loudly call attention to itself; nonetheless, it elicited a stunning tactile sensation. It wasn't something created for show, and I wondered how I could tangibly render the sensation of caressing it with my fingers. The surface, comprised of countless, intricate lines of imperceptible threads, would quiver lightly in a gentle breeze. And though exquisitely discreet, the character of the fabric cannot help but shine through. How closely would I be able to evoke this image?” This is how the architect Jun Aoki describes the starting point for the Loro Piana project, the inspiration that guided his creativity over two years of work. A tribute to Loro Piana's textile heritage, but interpreted with highly innovative solutions never previously implemented, resonating with the pioneering spirit that has always driven our work and our tireless quest for excellence. Entering the new store in Ginza, guests are immersed in a unique tactile and visual experience. The walls and interior design elements dressed in our fabrics create a warm welcome that celebrates softness and colour, in beautifully harmonious combinations.