A First-of-Its-Kind Immersive Space in Europe

Maison Mytheresa is the brand’s first immersive concept in Europe, and it carries a hotel-like warmth. The space is not a shop but a sanctuary created to celebrate community and creativity. Inside, soft lighting, cozy seating, and thoughtful details invite guests to linger. The atmosphere shifts with the day, which helps the maison blend naturally with the winter rhythm of Saint Moritz. Moreover, the event calendar is flexible. It changes with the needs and interests of the people who visit. Guests may arrive for a styling session or simply to enjoy a peaceful moment. Either way, the maison offers a slower, more emotional form of luxury. It turns the idea of retail into something far more human and memorable.

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Exclusive Events That Bring Fashion to Life

The winter program at Maison Mytheresa offers a strong mix of creativity and personal connection. Trunk shows with Max Mara, Yeprem, and Aquazzura allow guests to see craftsmanship up close. Founder Edgardo Osorio will even attend the Aquazzura showcase, which adds a special human touch. These gatherings do more than highlight products. They create real dialogue between clients and designers. Because of this, each event feels alive and intimate. Guests can hear the stories behind the collections and understand the passion behind each detail. In a digital era filled with fast transactions, these face-to-face moments feel rare. They remind guests that fashion is not just about items. Instead, it is about people, emotion, and connection.

Seasonal Activities That Spark Warmth

Maison Mytheresa also embraces the emotional side of winter through warm, family-friendly activities. During the holiday season, gingerbread decorating invites guests to reconnect with childhood memories. As the year begins, the mood shifts toward reflection and creativity. The maison offers astrology readings, poetry workshops, and even love-letter lessons for Valentine’s Day. These sessions may seem simple, yet they inspire meaningful moments. They help guests slow down and explore their inner world. Because of this, the maison feels less like a brand space and more like a calm retreat. It becomes a place where people rediscover small joys that often get lost in daily routines. Through these experiences, Mytheresa proves that luxury can feel gentle, warm, and deeply personal.

A Philosophy of Closeness and Human Connection

CEO Michael Kliger sees Maison Mytheresa as an extension of the brand’s core philosophy. Luxury should be close to the customer, not distant. Many clients spend time in places like the Hamptons, Aspen, or the Alps. Therefore, Mytheresa chooses to meet them where they live and unwind. This strategy turns the maison into a familiar space rather than a commercial one. It offers emotional hospitality through warm greetings, thoughtful service, and genuine conversations. It also continues Mytheresa’s long-standing VVIP approach, which brings clients to special events around the world. With the maison, this experience becomes more accessible. Guests can enjoy memorable moments without traveling far. In simple terms, Mytheresa brings luxury closer to everyday life.

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Reading the Future of Luxury Retail

The luxury landscape is changing quickly, yet Mytheresa stands out by focusing on character and experience. Kliger believes that a strong personality helps a brand form deeper connections. Maison Mytheresa embodies this idea with its warm tone and welcoming spirit. Instead of relying only on high-end products, the brand offers emotional value. This approach becomes essential as shoppers seek meaning, not just material things. Even in uncertain markets, Mytheresa remains hopeful. The maison shows that people still crave connection, joy, and inspiration. As a result, the brand creates a new path for luxury—one that highlights feeling over flash. With this direction, Mytheresa prepares for a future where experience becomes the heart of retail.

A New Era for LuxExperience

As Mytheresa joins the wider LuxExperience group, its vision becomes clearer. The luxury world is diverse, with brands like Hermès and Balenciaga offering very different expressions of elegance. Mytheresa embraces these contrasts with curiosity. Kliger sees opportunity in this diversity, especially when paired with emotional experience. Maison Mytheresa represents this belief fully. It is not just a space but a symbol of warmth, care, and attention. Even when the market feels demanding, Mytheresa proves that strong relationships can sustain growth. Guests want to feel understood, valued, and inspired. Because of this, the maison becomes a quiet reminder that luxury thrives when emotion leads the way.

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Perfect Timing Ahead of the 2026 Winter Olympics

Strategically placed and smartly timed, the Colmar pop-up will stay open until February 25, spanning the entire duration of the Winter Olympics, which run from February 6 to 22. With Cortina and Milan co-hosting the Games, this activation feels like more than marketing it’s a cultural handshake between the city and the slopes. Whether you’re a die-hard ski enthusiast or a fashion-forward traveler just catching a train, this store captures the seasonal energy buzzing across Italy right now. It’s rare for a brand to sync so organically with a national moment, but Colmar makes it look effortless.

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Colmar Originals: Where Style Meets Sport Legacy

The pop-up features the Colmar Originals collection, a lifestyle-focused line launched in 2009 that brings fashion-forward flair to the brand’s performance DNA. As someone who follows both sportswear trends and functional design, I’ve always admired how Colmar Originals strikes that rare balance stylish enough for city streets, but still carrying the rugged reliability of a ski brand. What makes this activation special is that it doesn’t just push products; it tells a story. A story rooted in alpine tradition, reinterpreted for today’s urban explorer. It’s a reminder that great design doesn’t have to choose between aesthetics and authenticity.

Design Inspired by Snow, Steel, and Signature Blue

Step inside the booth, and you’re instantly immersed in the world of Colmar. Klein blue walls, white furnishings, and fiery red accents echo the brand’s iconic logo. It’s not just color play it’s branding done with restraint and purpose. Checker plate metal flooring brings to mind ski lifts and snowcats, while white faux fur adds a whimsical snowy touch. The attention to detail here is striking. Having visited plenty of pop-ups, I can tell you that most feel temporary, even disposable. But this one? It feels permanent in its intention, even if only here for a few months.

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A Brand Rooted in Performance and Passion

Colmar’s credibility in winter sports isn’t manufactured it’s earned. For over a century, Italian ski legends from Leo Gasperl to Zeno Colò have worn its gear. More recently, Colmar has outfitted national teams from France and Slovenia. This isn’t just a fashion label trying to tap into a winter trend it’s a core part of the snow sport ecosystem. I think that’s what makes the brand so magnetic. Even as it expands into lifestyle collections, its heart beats for the mountains. That sincerity resonates, especially in a moment when authenticity is more valuable than ever.

100 Years of Style: From Slopes to Streetwear

Last year, Colmar celebrated its 100th anniversary by collaborating with artist Joshua Vides. The capsule featured ten pieces dripping in thick, cartoonish black lines reminiscent of Roy Lichtenstein’s work a bold and unexpected move. Yet, it worked. Why? Because it stayed true to Colmar’s spirit: rooted in tradition, unafraid of evolution. That’s a lesson many heritage brands could learn from. In my view, Colmar understands that staying relevant isn’t about abandoning history it’s about reimagining it with fresh eyes.

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