Louis Vuitton is expanding its universe by opening a gelato boutique in the Italian town of Forte Dei Marmi. Open throughout the Summer, the store reflects the elegance and aesthetic of both the French fashion house and the Tuscan seaside.
As fans of the brand may know, Louis Vuitton already has a store in Forte Dei Marmi, a seaside town in Tuscany overlooking the Ligurian Sea. Throughout the Summer, however, that experience will be extended by a gelato boutique just across the road on Via Carducci, where Louis Vuitton’s mascot Vivienne will welcome anyone who fancies a scoop of refreshment. Visitors can savor the delicacies offered every day, until September 2025, with continuous opening hours from 10:00 am to 10:00 pm. This extended schedule allows both locals and tourists to enjoy a refreshing treat throughout the day and into the evening, making it a fitting addition to Forte Dei Marmi’s lively summer rhythm.
Just as one would expect from a Louis Vuitton gelateria, the shop is in keeping with the fashion house’s overall branding. The vintage-looking green kiosk thus features hand-painted Monogram flowers and a life-sized version of Vuitton’s mascot Vivienne, while monogrammed cones and branded takeaway bags complete the picture. Overall, the shop is meant to be in perfect harmony with Louis Vuitton’s art de vivre: a balance of luxury, local culture, and imagination. Even the smallest design details, such as napkins and cup patterns, have been thoughtfully curated to ensure consistency with the brand’s refined aesthetic.
As ice cream isn’t Louis Vuitton’s main area of expertise, the brand has partnered with the local Galliano, a local gelato manufacturer known for its innovative flavours, such as rose-petal gelato and milk-cooked zucchini. Customers will be able to order ten classics from Galliano, alongside two specials made especially for the occasion. Vivienne is a creamy fusion of Portuguese milk and mandarin swirls, named after the Louis Vuitton’s mascot. Gaston is a zuccotto featuring sponge cake, caramel crunch, and dark chocolate chips – named after Gaston-Louis Vuitton. These signature flavours highlight the collaboration’s creativity and local craftsmanship, while also paying homage to the brand’s heritage.
Fashion brands and their hospitality concepts
Previously, Louis Vuitton had already started exploring the food and drinks scene in Italy by opening its Da Vittorio café and restaurant in Milan. Throughout the world, fashion houses such as Saint Laurent, Gucci, Prada, and Ralph Lauren are increasingly expanding their brands by opening restaurants, cafes, and hotels. The trend shows a willingness to translate their identities into something other than fashion, allowing customers to deepen their ties with the labels through something else than retail experiences and products.
The Louis Vuitton gelateria is open daily from June to the end of September 2025, from 10:00 am until 10:00 pm. Whether it’s a quick scoop during a shopping break or a leisurely dessert after dinner, the boutique has quickly become a stylish new stop in Tuscany’s summer scene.
