WINTER ACCORDING TO MYTHERESA

This winter, Mytheresa steps away from the digital sphere to embrace the physical world, choosing St Moritz as its seasonal setting.
Named Maison Mytheresa, the pop up is neither a traditional boutique nor a showroom, but a carefully curated interlude in the heart of the Swiss resort.
Conceived as a place to be experienced as much as explored, the space blurs the lines between fashion, hospitality and culture, echoing the slow and refined rhythm of winter.

Inside, the atmosphere favors intimacy and sensation over spectacle.
Warm volumes, enveloping materials and a deliberately fluid layout invite visitors to wander instinctively rather than follow a prescribed path.
Over the course of the season, the house hosts private gatherings, creative encounters, culinary moments and personalized styling sessions, turning the space into an evolving meeting point where fashion unfolds without urgency.

With this pop up, Mytheresa asserts a vision of luxury rooted in emotion and experience rather than pure acquisition.
St Moritz becomes a backdrop, almost a pretext, for a more human and sensitive relationship with brands, creators and guests.
An approach that anchors commerce in shared moments and lasting impressions.