Guess, the American label, is bringing its signature style to the snowy peaks of Europe with an immersive retail experience in three premier ski resorts: Cortina in Italy, Zermatt in Switzerland, and Hochzillertal-Kaltenbach in Austria. Following its successful collaboration with European beach clubs last summer, Guess is infusing its distinctive winter glamour into these alpine winter wonderlands.
“These world-class ski resorts are the epitome of luxury and exclusivity, and the perfect locations to convey the glamorous mood of the Guess brand,” notes Paul Marciano, Chief Creative Officer at Guess.
In partnership with Italian eyewear brand Marcolin, French fragrance group Interparfums, and Swiss watch and jewelry specialist Sequel, Guess has curated a high-end brand experience in each ski destination.
A GUESS WONDERLAND IN THE SNOW
Cortina, Italy: Guess has adorned the Faloria ski lift with its iconic peony and snowflake motif, creating a visual masterpiece against the Dolomite backdrop. A boutique adds a touch of luxury, completing the immersive experience.
Zermatt, Switzerland: Picture an igloo stamped with the Guess brand, housing an ice bar and winter-themed installations—a whimsical nod to Alpine chic. Exclusive Guess deckchairs, cozy blankets, and scented candles elevate the snowy landscape.
Hochzillertal-Kaltenbach, Austria: Guess has rebranded a cable car and transformed the Wedelhütte Lodge and restaurant with the latest Guess home accessories and décor. The ski resort becomes a canvas for Guess creativity.
WINTER CAPSULE COLLECTION
To complement the alpine takeover, Guess is introducing a capsule collection of winter accessories, promising a dash of fashion-forward flair on the slopes. From faux fur beanies to a suede bucket bag with eco-shearling trim, the collection combines style and functionality for the discerning winter fashionista.
Paul Marciano expresses his excitement about the brand takeovers, stating, “These world-class ski resorts are the epitome of luxury and exclusivity, and the perfect locations to convey the glamorous mood of the Guess brand.” Guess enthusiasts and fashion-forward skiers alike can look forward to a winter season infused with the signature elegance and immersive experiences that Guess is renowned for.