The File
Loro Piana, Astir Marina
Boutique, fabrics and ready-to-wear · Astir Marina, Vouliagmeni
The house's first boutique in Greece, built as a curved carabottino timber shell with hand-finished linen inside.
Commercial relationship
None. LivingTheta has no commercial relationship with Loro Piana or with Astir Marina and receives nothing from either.
- What it is
- Boutique The house's first in Greece.
- Where
- Astir Marina, Vouliagmeni 77 Apollonos Street, on the Astir peninsula.
- The building
- Carabottino timber facade Wicker Arca towers inside by the Argentinian designer Cristian Mohaded.
- Shop hours
- Daily, 11:00 to 20:00 The marina publishes one set of retail hours for the whole promenade. Restaurant hours differ.
Loro Piana chose Astir Marina for its first boutique in Greece, and built something rather than fitting out a unit. The facade is a curved carabottino — the slatted timber grating used on boat decks — and the interior carries hand-finished linen and a set of wicker Arca towers by the Argentinian artist and designer Cristian Mohaded.
What the house is
Loro Piana sells fibre. The company built its name on sourcing — vicuna, baby cashmere, the finest merino — and sold cloth to other houses long before it sold finished garments under its own label. The clothes carry no visible logo and the price is in the material.
That makes it the least legible luxury brand on the promenade and, for a certain buyer, the only interesting one. The piece on what happens when the logo fades is about exactly this shift.
The pillar file explains why a house of this kind opens on a headland rather than in Kolonaki.
