Dec 22, 2023
Guess takes over iconic European ski destinations
Dec 22, 2023
Guess has launched three exclusive brand takeover projects in Europe's most prestigious ski destinations including Cortina in Italy, Zermatt in Switzerland, and Hochzillertal-Kaltenbach in Austria.
As part of the takeovers, Guess will be prominent via a unique winter wonderland experience at each location. The resorts will get a facelift with the brand's 4G logo with snowflakes, a reimagined mountain-inspired triangle logo, and Guess home accessories.
Guess will also introduce a capsule collection of accessories. For winter looks, the collection offers a pochette easy pouch, as well as a soft suede bucket bag with eco shearling trim. Exclusive beanie hats in faux fur, a wool fedora hat, and an alpaca-blend scarf complete the collection, paying homage to the mountain destinations of Zermatt and Cortina.
In particular, in Cortina, Guess will showcase an exclusive Faloria Ski Lift adorned with the latest peony and snowflake motif. The lift ascends to a Guess swing on the mountain top, offering a photo opportunity.
Meanwhile, in Switzerland, the Matterhorn Express Ski Lift leads to the IGLU-Dorf Village, an enchanting hotel with snow art and a unique ice bar. At The Hoch Zillertal-Kaltenbach ski resort, Guess has rebranded a gondola and transformed the Wedelhütte Lodge and restaurant with the latest Guess décor and home accessories.
“We are absolutely thrilled about our brand takeovers in Austria, Italy, and Switzerland. I really loved working on this amazing décor and apparel project, it was so inspiring,” said Guess chief creative officer, Paul Marciano.
“These world-class ski resorts are the epitome of luxury and exclusivity, and the perfect locations to convey the glamorous mood of the Guess brand. Each venue has been curated to create an elevated and immersive brand experience that fully expresses our attention to high quality materials and the careful thought that goes into the design of every Guess and Marciano piece.”
The move follows the success of its Guess-branded luxury beach clubs, launched this summer.
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