Massimo Dutti has taken another bold step to reinforce its value proposition in the luxury retail segment by merging fashion and art. Following last winter’s pop-up in the Swiss Alps, the brand is now arriving at the summer hotspot Saint-Tropez.
Located at 63-65 rue du Général Allard, the 212-square-meter space will be open from June 27 to October 31, 2025. As part of its “Art in Progress” initiative, the store will feature a selection from the brand’s women’s and men’s spring-summer collections presented alongside contemporary artistic creations.
This year’s installation is designed by the Barcelona-based duo ELIURPI — Elisabet Urpí and Nacho Umpiérrez — whose interdisciplinary work spanning sculpture, design, and fashion has been showcased at the Dhub Museum (Barcelona), Design Miami, and the Cheongju Biennale (South Korea).
The fashion presentation highlights garments crafted from light fabrics such as linen in neutral tones, focusing on structure and functionality. According to the brand, the store’s design seeks harmony with its surroundings and the summer rhythm of Saint-Tropez.
During the opening weekend, a collaboration with renowned French pastry chef Cyril Lignac was launched. The first visitors were greeted with an exclusive chocolate selection inspired by the chef’s creative universe and the spirit of the city.
