Events - 7/8/25
This summer season, Saint-Tropez welcomes a unique destination set to redefine the store experience inspired by this iconic corner of the French Riviera.
Massimo Dutti is excited to unfold a new dimension of summer style with its exclusive pop-up space in Saint-Tropez at 63–65 Rue Général Allard. The store offers 212 m2 of retail space with the latest Collections for men and women.
Located at the heart of one of Europe’s most iconic coastal destinations, this ephemeral boutique captures the essence of Saint-Tropez’s timeless charm while embracing contemporary sophistication, from June 27th to October 31st, 2025.
The exclusive essence of Saint-Tropez, in-store
This ephemeral space is more than a destination; it’s an invitation to immerse oneself in the refined rhythm of Saint-Tropez life. From its carefully considered design to its tailored offerings, every element has been envisioned to resonate with the sensibilities of its discerning guests.
This exclusive space offers a curated selection from the Spring/Summer 2025 Collection that embodies the essence of French Riviera sophistication. Designed for both men and women, the pieces reflect a quieter approach to dressing: neutral-toned linen, lightweight knits that catch the late sun, and softly structured tailoring with a casual edge. A wardrobe built on ease, intention, and longevity.
Art, gourmand, and fashion intertwined
Art
On the occasion of the presentation of this new space, Massimo Dutti writes a new chapter of its Art in Progress project. The initiative was created with the mission to promote the creativity of contemporary artists from around the world.
The artists selected for this installation are ELIURPI, the creative duo formed by Elisabet Urpí and Nacho Umpiérrez (Barcelona, Spain). Since founding their studio in 2010, they have blended sculpture, design, and installation to explore the boundary between functional objects and artistic expression, challenging traditional fashion and form.
Inspired by Mediterranean elements, their handcrafted pieces emphasize proportion, materiality, and stillness. Each creation balances organic shapes with architectural structure, conveying subtle tension and controlled movement.
With backgrounds in fashion, photography, and visual communication, Elisabet and Nacho use a multidisciplinary approach. They have exhibited their work at notable venues like the Dhub Museum in Barcelona, 5VIE in Milan, Design Miami, Art U Ready in Madrid, and the Cheongju Biennale in South Korea.
Gourmand dialogue
As part of this event, Massimo Dutti collaborates with Cyril Lignac, one of France’s most celebrated chefs and pâtissiers. Known for his clean, polished aesthetic, La Pâtisserie Cyril Lignac becomes the setting for a unique takeover. For a limited time, the renowned pastry shop will merge its signature creations with the spirit of Massimo Dutti, bringing together flavour, form, and refined simplicity.
In celebration of the opening weekend, a curated chocolate selection — inspired by the world of Cyril Lignac — will be gifted with early purchases made at the pop-up. An invitation to indulge in understated pleasures, with the French Riviera as a backdrop.
Saint-Tropez, the most exclusive location
Retaining the timeless magnetism, Saint-Tropez has made it one of Europe’s most iconic destinations. Once a peaceful fishing village, it became the preferred haven for artists, intellectuals, and legendary figures of European cinema, marking the beginning of its status as the capital of the Mediterranean summer.
Today, its turquoise waters, terracotta-hued facades, and unmistakable light continue to draw discerning travelers in search of genuine, serene, and sophisticated beauty. Far from the bustle, Saint-Tropez offers a rare blend of exclusivity and authenticity, all while remaining true to its coastal and Mediterranean soul.
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