Ferragamo X Grazia USA launched their Tuscan Wildflower Pop-Up at the Surf Lodge Memorial Day Weekend, bringing a touch of Tuscany to Montauk. This marks the Italian powerhouse designer’s first-of-its-kind shopping experience in the Hamptons. The exclusive boutique, which welcomes you with an awe-inspiring display of wildflowers and a directional sign pointing to Firenze, opened on Friday, May 28th and runs through Monday, May 31st, 2021.

The pop-up embraces the spirit of travel by highlighting Ferragamo’s new Tuscan Wildflowers capsule collection. The floral prints featured on summer garments and accessories celebrate the beauty of poppies, daisies, and sunflowers: typical emblems of the enchanting countryside around Florence, homeland to Ferragamo. The boutique  also carries Ferragamo’s stunning F-Heel, which borrows inspiration from the designer’s 1940s iconic “F-wedge,” and appears to defy the laws of gravity. The sexy and elegant shoe is popular among young Hollywood and influencers.

“Luxury consumers, particularly Gen Z, are shopping differently than they have before. Understanding their lifestyle, we are following our customers to present fully immersive experiences that are relevant to them,” said Micaela le Divelec Lemmi, Chief Executive Officer of Salvatore Ferragamo S.p.A. 

The opening of the pop-up shop is part of a wider Salvatore Ferragamo brand experience by GRAZIA USA taking place throughout Memorial Day weekend in the Hamptons, including live activations, exclusive events, and the release of the first-ever Grazia Gazette: The Hamptons, featuring Ferragamo.

“I could not be more excited to bring a touch of Tuscany to Montauk this weekend, said David Thielebeule, Editor in Chief of Grazia USA. “Ferragamo is the perfect launch partner for our inaugural issue of GRAZIA Gazette: Hamptons— Grazia is at its heart an Italian brand that cherishes its heritage—a sentiment we share with Ferragamo. Their Tuscan Wildflowers collection is the perfect inspiration for our launch celebration at The Surf Lodge as it truly captures the spirit of summer.”

Grazia, Italy’s fashion bible published by the Mondadori Group, will print a minimum of six issues of their Hamptons publication between Memorial Day and Labor Day.  

Pop-Up Schedule: May 28th – May 31st – 11AM-8:00 PM

The Surf Lodge, 183 Edgemere Street, Montauk 

[Photos courtesy of @ferragamo and @betsyjones212]

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