A Haute Couture Gelato

In the Italian Tuscany, where summers unfold between seaside terraces and unhurried strolls, Louis Vuitton has ventured into unexpected territory: gelato.

The House delights with a temporary gelateria in Forte dei Marmi, one of the region’s most exclusive seaside resorts. The intimate kiosk stands directly opposite the brand’s boutique and operates throughout the summer season, blending seamlessly into Versilia’s elegant landscape.

The project does not seek to compete with local tradition. Rather, it embraces it. To develop the flavors, Louis Vuitton collaborated with Galliano, a storied local gelateria renowned for its artisanal technique. The result is a menu that pairs Italian classics — pistachio, lemon, vanilla — with exclusive creations designed specifically for this experience.

Among the standouts are two flavors conceived as a nod to the House’s narrative: Vivienne, a blend of Portuguese milk and mandarin, and Gaston, inspired by the traditional Tuscan “zuccotto” with notes of chocolate and caramel.

The space faithfully reproduces the brand’s visual codes. Green tones drawn from the resort town’s urban aesthetic, hand-painted monogram flowers, and the presence of Vivienne — the House’s beloved mascot — transform the kiosk into a gathering point where tourism, fashion, and gastronomy converge.

The initiative is part of a growing movement within contemporary luxury: turning hospitality into a natural extension of the brand. Restaurants, cafés, and gastronomic experiences have become new platforms for engaging the public — and for telling a story that no boutique alone can convey.