The Italian luxury brand's first art initiative urges you to touch and experience the noblest of wools dubbed The Gift of Kings
Overtly displayed alongside the blue chip works at Art Basel Hong Kong are signs that read, “Do Not Touch”. We’re all conditioned to appreciate art from a distance, and use our sense of sight to assess whether a piece is good or not. At Loro Piana’s first foray into the art world this week—an event exclusively covered by Singapore Tatler in Southeast Asia— the brand known for its top-notch textiles and timeless designs broke the rules by encouraging people to touch everything in their creative installation, The Gift of Kings.
“To know our product, you have to touch it,” says Fabio d’Angelantonio, CEO of Loro Piana, “which is why we decided to create a tactile exhibition.” Located in Hong Kong's newest arts venue H Queen's, the immersive installation appears like a cloud of serenity above the city. Guests can enter the hive-like soft structure from any point to discover the journey of how The Gift of Kings—a name referring to the rarest type of Merino wool—is sourced and processed. Encircling the central area are swings that face onto Hong Kong's impressive cityscape, inspiring guests to linger in this urban oasis.
(Related: Navigating The Best Of Art Basel Hong Kong)