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The Giorgia Viola Showroom At The Nolinski Venezia Hotel Is Getting Women Fashion Ready At The Venice Film Festival FORBES Allyson Portee Contributor Giorgia Viola in the showroom at the Nolinski Venezia Hotel. PHOTO CREDIT: DAVIDE CORONA / SAY WHO Fashion consultant Giorgia Viola’s showroom at the newly opened Nolinski Venezia Hotel, features some of fashion’s top luxury brands from Lebanon to Australia, Lettonia to Malaysia, and passing by Vietnam, says Viola. These luxury couture collections from around the world, flowing in tulle and sequins have been worn by top celebrities during this year’s Venice Film Festival. The relation of fashion and film is a strong one. “It was here in Venice that the Lumière brothers shot, immortalizing from a vaporetto on the Grand Canal, the first moving picture in the history of cinema,” says Viola. But the relation between fashion and film can be extended to hospitality as well. Film festivals need showrooms of gowns for women to wear for events, and hotels are one of the few places that can offer stylish ambiences for such showrooms- and for editorial shoots to take place. It’s a fully functioning and symbiotic relationship that happens between fashion, film, and hospitality. This summer Italy has seen partnerships between fashion and luxury hotels. Luxury fashion brand Camilla partnered with Leading Hotels of the World for one of her 2023 collections, Dolce&Gabbana took over the beach club at the San Domenico Palace Hotel in Taormina, Sicily, Dior branding was all over the pool at the Grand Hotel Timeo Hotel, also in Taormina, Sicily, and Valentino decked out the beach club at the Palazzo Avino Hotel along the Amalfi Coast. There’s another fashion showroom in the city at the Sina Centurion Palace Hotel, where brands from Marco Melia eye wear to Jenny Monteiro are hosting their products for celebrities to wear during the festival. And, Armani Beauty has its makeup lounge in Hotel Excelsior on the island of Lido. Gowns in the showroom are from designers around the world. PHOTO CREDIT: DAVIDE CORONA / SAY WHO It was a no brainer for Viola to host her showroom at the Evok Group’s first hotel outside of France, the Nolinski Venezia, a brand she has known for a while. “The beauty and attention to detail that Evok has already managed to create in each of its hotels in Paris has once again been able to be managed and recreated in Venice,” she says. “It’s refined art-de-vivre tinged with carnivalesque fantasy that perfectly matches the Nolinski spirit. It also helps that being in Italy and in France (where she is based) is the right balance that makes me feel at home,” she says. Polina Nioly at the amfAR Gala Venezia 2023 presented by Mastercard and Red Sea International Film Festival, wearing Vivienna Lorikeet from the Giorgia Viola showroom. (Photo by Victor Boyko/amfAR/Getty Images for amfAR) GETTY IMAGES FOR AMFAR “We are thrilled to partner with the talented Giorgia Viola, who has worked with many celebrities, and be part of the iconic Venice Film Festival during our first year of opening,” says Emmanuel Sauvage, General Manager and Co-Founder of the Evok Collection. “Luxury is the delicate art of made-to-measure creation without a context,” says Viola. This is why she and the Nolinski Venezia chose to partner. “Like treasuries of works of art, prestigious hotels and establishments can also be places of unexpected innovation. Creating a luxury hotel’s experience comes back to the same principle as making a made-to-measure couture dress: always being attentive to each nuance, color shading, choice of fabrics, to the tiniest detail. Everything must always be in perfect symbiosis and the result reveals with sincerity and passion the sources of inspiration, the artistic approach behind the finest creations. To me, Evok and Nolinski Venezia share these same values and as I heard once from Emmanuel Sauvage, the founder of Evok, ‘Offering pleasure, creating emotions, participating in creating beautiful memories is what we do,’ and Venice could not be more in tune with our values.” The Showroom Viola has a history working with top brands from Ferragamo, to Eric Bompard, The Atelier by Professor Jimmy Choo, and niche brands from Gemy Maalouf, Rami Kadi, Vivienna Lorikeet, and Yanina Couture. The hotel is a former palace restored by Le Coadic and Scotto, and its historic mood is reflected in the showroom, which is positioned in a suite overlooking the San Marco Tower, from August 31st until September 10th. PHOTO CREDIT: DAVIDE CORONA / SAY WHO “We have gowns by Lebanese designer Gemy Maalouf, who merges elements of heritage and tradition with cutting-edge techniques and innovation,” says Viola. “Melbourne based label, Vivienna Lorikeet celebrates femininity through confident colors, innovative prints, and spectacular fabrics,” she says. “Creativity is a large part of the Evok brand’s DNA, and we felt a close synergy with Giorgia who has a refined eye for design and fashion. We are honored to showcase Giorgia’s work with a like-minded audience of fashion leaders, artists and aesthetes, who similarly appreciate luxury and style, and this partnership adds a layer of sophistication that harmoniously complements our identity. We are truly excited to be a destination that values and supports artistic expression, culture and fashion,” says Sauvage. The women Viola has dressed: Jacqueliene fernandez (wearing The Atelier Couture in photo one and Gemy Maalouf in photo two), Camila Pinzon- Miss World Colombia (wearing Vivienna Lorikeet in photo three and Gemy Maalouf in photo four). PHOTO CREDIT: DAVIDE CORONA / SAY WHO Continuing Viola notes, “The Atelier Couture by Professor Jimmy Choo always upholds the idea of pursuing the ultimate beauty and endowing every detail, which is also a part of our showroom. Their fusion of wedding culture around the world with their international vision and use of sophisticated fabrics and avant-garde tailoring highlights the proportion of the female figure. Vietnamese brand Joli Poli, by Anh Thu has pieces that are created with unique mathematical formulas for her 3D corsets, which …
Follow The Sun’s Traveling Pop Up Touches Down In Sardinia This Year FORBES Allyson Portee Contributor SARDINIA, ITALY- Born out of the pandemic, the Follow the Sun pop up features international fashion brands from South America, the Middle East, and Europe. PHOTO CREDIT: GABI TORRES FOR FOLLOW THE SUN For those who are still soaking up summer’s golden hour with European travel, you’ll want to stop by Giorgia Viola’s annual travel pop up, known as Follow The Sun. Every year the Paris-based fashion consultant hosts pop ups in different luxury locations from Saint Tropez, to Cannes, Dubai, and Mauritius in the summer months- and Paris and Gstaad in the winter months. This year the pop up is in Porto Cervo, in northwest Sardinia, Italy. Partnering with Nikki Beach Costa Smeralda, it’s a location with an island feel that’s overrun with Europeans on their August vacations. “It has been a successful project so far, especially considering the hard times when we launched in 2020. Repeating the pop up over the years has allowed us to build customer loyalty, especially with regular Nikki Beach guests,” says Viola. Nikki Beach Costa Smeralda is hosting the pop up and can only be reached by yacht. PHOTOGRAPHER GABI TORRES FOR FOLLOW THE SUN Nikki Beach originated in Miami Beach, and its Porto Cervo location is only reachable by private boat. “Costa Smeralda is the stretch of coastline between the bay of Arzachena and the Gulf of Cugnana, and is the best-known in Sardinia. Luxury is around the corner in the nearby resort town of Porto Cervo, where you can shop, dine out, and enjoy Italian-style hospitality. Mega yachts and sailboats flock to the area, carrying celebrities, models and jet-setters,” says Viola. And at the resort not only is there nonstop shopping during the pop up, but also a nonstop party during the day with DJ Gabriele Fernandez at the turntable. Because the location is ideal for summer lovers, Viola was drawn to the fact that Porto Cervo is a place for those that like to jet set, yet shop consciously. “Follow The Sun features an exclusive lineup of handpicked designer brands from around the world across ready-to-wear, swimwear, accessories, and summer essentials- to stay glamorous and salty,” she says with a laugh. The pop up will last until August 20th. PHOTOGRAPHER GABI TORRES FOR FOLLOW THE SUN This year’s designer brands include creations from niche designers from Ukrainian designers Kukhareva and Balushka, Colombian resort wear designer Juan de Dios and Aire Mariano, Italian swimwear designer Serena Esse, Greek resortwear brand Therinos, French labels Bain de Mer and Balagan Swimwear, and Brazilian swimwear brand Vix, just to name a few among the fifteen brands featured. Viola and Follow The Sun’s traveling pop up was birthed during the pandemic. “In 2020 with physical showrooms and all activity on hold, we decided to tour our clients’ collections with pop-up showcases,” she shares. “Launched in the French Riviera in July 2020, Follow the Sun strategically landed on the coolest summer hotspots. Nikki Beach Costa Smeralda in Porto Cervo has been since the very beginning of the project a regular Follow the Sun destination and the team has been very supportive to make it happen. I want to thank thank Jon Staffas, General Manager of Nikki Beach Costa Smeralda, Gretel Kutan, Regional Marketing Manager and Brand Standards at Nikki Beach, and Federica Fiorenza, Marketing Manager at Nikki Beach Costa Smeralda.” The pop up will last until August 20th until their next traveling location at the Maradiva Resort and Spa in Mauritius from November 1st, which will celebrate the re-opening of the luxury resort, she shares. Fashion consultant Giorgia Viola. PHOTO PROVIDED BY GIORGIA VIOLA Find out more about Follow The Sun here. READ ON FORBES
Lo showroom itinerante: da Parigi a Venezia. Giorgia, la Emily in Paris italiana Cristina Giorgia Viola, italiana trasferita a Parigi, ha fondato la sua agenzia di comunicazione innovando il format. Durante i momenti clou della mondanità internazionale lei trasferisce tutto il suo showroom nelle località del momento. Rinnovando un mestiere Rinnovare un mestiere, quello della agenzia di comunicazione, che è esploso negli anni Ottanta, si è consolidato nei due decenni successivi, ed è tornato in grande spolvero grazie alla serie Emily in Paris, in cui Emily è proprio una giovane e curiosissima americana che lavora per la più importante agenzia di Parigi. L’idea di cambiare qualcosa, nella impostazione classica dell’ufficio stampa, è nata proprio a Parigi, ma da una ragazza italiana di 36 anni, Giorgia Viola, che ha scelto di vivere e lavorare in Francia. «Dirigo un’agenzia di comunicazione e ufficio stampa specializzato nel settore del lusso e della moda che ho aperto a Parigi 10 anni fa- racconta Giorgia, illustrando il suo progetto che ha un po’ rivoluzionato il concetto di showroom, sul modello dei negozi pop-up, i negozi a tempo. «Lo showroom si trova in rue du Mont Thabor e collaboriamo con diversi marchi di lusso tra cui Ferragamo, Alexander Mc Queen, Tony Ward. Ma anche brand più di nicchia e confidenziali come Gemy Maalouf, Rami Kadi, Sandra Mansour». Il lavoro di Giorgia è gomito a gomito con la stampa francese e internazionale, influencers e social: proprio osservando la mappa mondana europea, ha deciso di delocalizzare il suo lavoro in alcuni momenti clou dell’anno, con l’appoggio dei brand che rappresenta e molta iniziativa personale . «Organizziamo regolarmente uno showroom multibrand presso il Martinez a Cannes durante il Festival del cinema per attività di product placement con vip e celebrities – dice Giorgia , che racconta come la sua suite 110 sia proprio a fianco del celebre scalone dell’hotel, quello dal quale vengono scattate le foto delle celebrities prima che calchino il red carpet . «Questa vicinanza permette alle persone che si vestono con le nostre premiere nel mio showroom di essere le prime a catturare il flash dei fotografi: chi è in cerca di celebrità, arriva per prima!». Non solo dive e aspiranti dive, ma anche molto lavoro di ufficio stampa, con appuntamenti con gli addetti ai lavori, che in quel momento sono concentrati nella Riviera Francese. «Durante tutta la durata del festival presenteremo le collezioni di abiti da sera di Gemy Maalouf, Rvng couture, Ranina couture, Atelier couture by Jimmy Choo, Limited edition 999, Etienne Jeanson e poi con i gioielli del marchio francese Helena Joy e le Clutch sculture di Emm Kuo Ny» Dopo le fortunate esperienze di Cannes, quest’anno Giorgia sarà presente con uno showroom anche a Venezia per la Mostra del cinema. «Saremo all’hotel Nolinski in Calle Larga XXII Marzo. A pochi canali da Piazza San Marco e dal Teatro la Fenice, l’hotel si trova in quella che anticamente era la Borsa di Commercio della Serenissima. L’hotel appartiene al gruppo Evok e aprirà le porte ufficialmente a giugno». La logistica degli spostamenti non spaventa Giorgia, che si incarica anche personalmente del trasporto di abiti e gioielli, affittando dei furgoni e talvolta anche spostandosi via mare, come nel caso dell’estate in Costa Smeralda. «Abbiamo sviluppato un network di clienti privati che ci permette di organizzare diverse attivazioni retail e pop up tra cui il pop up Follow The Sun in collaborazione con Nikki Beach Costa Smeralda. Rinnoviamo anche quest’estate la collaborazione nella spiaggia più mondana della Sardegna, dove da 4 anni organizziamo una boutique pop up per promuovere le collezioni di una selezione di designer brand specializzati nei settori resortwear, accessori e must have da spiaggia tra cui: Juan de dios, Nastraze, Serena esse, Aire Marino, Balushka, Kukhareva, Vix by Paula Ermanny e molti altri. Il mio showroom di Parigi rimane sempre aperto, ma quando i miei clienti vanno in vacanza io li seguo, per essere sempre nel posto giusto al momento giusto». READ ON CORRIERE DELLA SERA
The Arab Labels to Look Out for at This Sun-Inspired Pop-Up in Cannes VOGUE The Follow the Sun! pop-up this year is all set to feature ready-to-wear, swimwear, accessories, and summer essentials by handpicked Arab designer brands. Alongside the Cannes film festival, the sixth edition of the summer pop-up event will take place at Tamaris Plage on the famous Croisette street in Cannes, France. Between July 6 and 18, the sun-drenched traveling concept aims to connect potential like-minded shoppers with a curated roster of contemporary luxury fashion brands. Vanina body and Panarehi sarong. Photo: Ismael Nebchi Some of the featured artists and brands include Lebanese fashion designers Sandra Mansour and Gemy Maalouf, Ukranian fashion designer Ekaterina Kukhareva, Peruvian swimwear brand Capittana, shoe label Alzúarr from Netherlands, and Italian label Serena Esse, among others. Gemy Maalouf dress and Alzuarr shoes. Photo: Ismael Nebchi Conceived and produced by Paris-based PR and consultancy agency Giorgia Viola Communication, the event in Cannes, strategically located in the Palm Beach at Tamaris Plage, is a meeting point overlooking the bay and Lérins Islands, following successful editions held at Hotel Brach in Paris, Grand Bellevue Hotel in Gstaad in the Swiss Alps, and Nikki Beach in Dubai. Serena Esse gold-sequined bodysuit and Aire Marino skirt. Photo: Ismael Nebchi Production company Rêvarte, creating artistic content for luxury events and theater, together with Paris-based fitness concept Kalon Movement, will also conceive a fashion show with French Cabaret for Tamaris Plage on Bastille Day on July 14, and a signature workout session combining ballet, pilates, and cardio exercises, with the hotel’s restaurant proposing a delicious, healthy Mediterranean menu. Model: Elvira Jain Makeup artist: Ivana Boni Venue: Ecrin Plage Cannes READ ON VOGUE
Designers Fly to Dubai for This Sun-Inspired Pop-Up VOGUE Shourouk earrings and Sandra Mansour dress. Photo Mazen Abusrour. Courtesy Giorgia Viola Communication “No stress, just strass!” exclaimed accessories designer Shourouk ahead of her flight from Paris to Dubai. Following Saint Tropez, Nikki Beach Porto Cervo, Hotel Brach in Paris, and Grand Bellevue Hotel in Gstaad, Dubai hosts the newest edition of the glamorous “Follow the Sun” pop up. The sun-drenched traveling concept is conceived and produced by Giorgia Viola Communication. “It’s a great way to kick off the summer,” adds Lebanese designer Sandra Mansour of the pop-up, which will also present her brand. An immersive, “destination-centric” curated shopping concept, “Follow the Sun” offers luxury pieces for today’s jet-setting conscientious shoppers. The handpicked 21 brands span ready-to-wear, accessories, and summer essentials. “I am in love with Dubai as it is exactly the place where I can live my dream of a never-ending summer,” waxes poetic Silvana Bergoglio of Saint Bag Milano. “My inspiration is coming from the colors of the sea and lifestyle of this multinational sunny metropolis.” Meanwhile, Natalie Getman for Demicheli comments, “What is more beautiful than rays of the sun refracted through the facets of gems?” Alessandra Gallo bodysuit. Photo Mazen Abusrour. Courtesy Giorgia Viola Communication Oceanus swimsuit. Shourouk earrings. Sebastian Milano shoes. Photo Mazen Abusrour. Courtesy Giorgia Viola Communication To make the shopping experience all the more fluid and accessible, UAE-based mobile application for social commerce Zbooni enables a shop-now feature at the pop up and remotely via messaging services like whatsapp. Shop Sandra Mansour, Kukhareva, Talita London, Shourouk, Gemy Maalouf, Capittana, Les Friday, TBD Eyewear, Sebastian Milano, Panarehi, Oceanus, Maison Fiorenza, Van Dalsky, Demicheli Jewelry, Mc2 St Barth, Saint Bag, Alessandra Gallo, Valentyna Alb, Maison Ravn, Elda Jewels, and Magnetic Midnight. Follow The Sun is at Nikki Beach, Pearl Jumeirah, Dubai, May 14-27 IMAGES courtesy @mazen.abusrour photographer @seherkhanp stylist @makeupbysarahsaya @joycostam at @signatureelement @aestheticstyles.by.yashasvi @Nikkibeachdubai READ ON VOGUE
European Vacation Hot Spots Offer Luxury A Focused Opportunity To Engage Local Clientele FORBES Luxury brands can’t lean on tourism shopping to make their margins this summer. Due to the Coronavirus, travel bans have prevented high spending clients from the US, Russia and Brazil from entering the European Union. In contrast, critical clients from China and the Middle East are, by and large, staying away as cities like Paris, Rome and Barcelona find themselves devoid of foreign tourists. But locals still flocked to glamourous vacation ports such as Capri, St. Tropez, Ibiza and Porto Cervo on the Costa Smeralda in Sardinia. This summer, brands zeroed in on seasonal pop-ups and experiences hoping to court their local, but generally less profitable, European clients. Vine-covered rock wall to the entrance of the Dior seasonal shop in Capri, Italy. Photo Courtesy of Dior Dior has taken this foreign tourist pause to expand on their summer pop-up shop concepts in even more European vacation hubs. Places like Forte dei Marmi, Cortina d’Ampezzo and Capri will carry the unique Dioriviera collection. Dior CEO Pietro Beccari said in an interview with me last month that he wanted to “surprise clients – who in many cases dock their boat for the day for lunch and shopping – to show up in new and unexpected locations.” Mannequins displayed poolside at the St. Tropez epithermal Chanel boutique. Photo by Olivier Saillant for Chanel Chanel is also no stranger to this concept. For over ten years, they host a seasonal shop in St. Tropez townhouse, complete with a swimming pool. In Capri, now in its 9th season, their ephemeral shop is set amongst palm trees and bougainvillea in a terracotta building. The iconic French brand is in its second year in Bodrum, Turkey, the Aegean sea exotic vacation spot. Chanel Bodrum is set within the lush gardens of the Mandarin Oriental hotel. Along with iconic house classics, the seasonal shops offer the Coco Beach de Chanel collection. Each shop generally opened late June and runs until August 31 to as late as October 25, depending on the location. Spanish leather goods and lifestyle brand Loewe is also in on the action with their Paula Ibiza collection. Its pop-up returns to its namesake vacation haunt and debuts a second location in St. Tropez for the catering to the beach lifestyle collection. Think rave-worthy tie-dye, demonstrative sunglasses and reimagined summer straw bags. As creative director J.W. Anderson puts it, the collection “embodies the spirit of letting go.” Not just for the hedonistic, the brand will donate 40 euros from each item sold to charities targeting children’s most vulnerable to the detrimental effects of the Coronavirus pandemic. This summer, smaller lesser-known brands have also joined the party. Paris-based publicist Giorgia Viola pivoted her business with a branding and sales concept called “Follow the Sun.” Comprised of her clients and brands she admired, she took the merchandise on a traveling pop-up shop in St. Tropez and Costa Smeralda near Porto Cervo in Sardinia. Viola offered that despite the current virtual world of retail, an outdoor vacation pop-up would give clients an “alternative for those who miss a physical experience and contact with the products.” The Follow the Sun pop-up at Nikki Beach Club on the Costa Smeralda, Sardinia. Photo by Tobias Oelgart With niche brands such as Sandra Mansour (RTW), Adriana Degreas (swimwear), Emm Kuo NY(mother-of-pearl clutches), Milena & Sonia Trapasso (jewelry) and Magnetic Midnight (embellished headpieces) in tow, Viola set off to connect with potential like-minded clients eager to participate in immersive destination centric experiences. The project even translated to potential customers and venue staff acting as models on the spot social media shoots promoting the brands. The publicist billed the event to participants as a sales opportunity but also exposure and promotion of their brand in these locales. Kicking off in Cabane Bambou, a beach club in St. Tropez, the Follow the Sun showcase of glam beachwear and apropos accessories was displayed in a setting designed by David Bitton. Viola met the French architect via her street’s balconies as she organized a socially distanced terrace concert among neighbors during lockdown. Bitton created the pop-ups bamboo and wicker furniture styling, store signage, and unique vases on display and for sale. Next up, Nikki Beach Beach Club on the Italian Costa Smeralda. The Miami Beach-founded upscale venue is accessible via ferry boat that lands reservation-only guests to the non-stop day party fueled by DJ Gabriele Fernandez. A good friend of Viola’s, the DJ paired her with Nikki Beach Costa Smeralda marketing director, and a partnership hatched. While her St. Tropez event lasted two days, at Nikki Beach, the event lasted from August 3 to the 16, encompassing the Ferragosto holiday weekend. Viola noted that except for a few die-hard travelers, all clients had been local. “The French stayed in France; Italians in Italy. We didn’t expect the banned countries, of course,” she said, “but you can either persist or wait for things to change. The pop-up was a way to show their audience that these brands are alive and continuing to do business.” The new Aquazurra store in Capri boasts a dramatic colorful sea-theme decor. Photo Courtesy of Aquazurra While these brands focused on temporary locations, some chose to permanently put down roots in vacation hotspots. Aquazurra opened its first boutique in Capri, where founder Edgardo Osorio says the brand began as the name derived from the color of the sea surrounding the Italian island. The brands’ 11th store, Capri is the most holiday-centric, usually appealing to international tourists. Osorio said while typically they are the island’s lifeline, this year is different. “It’s nice to see Europeans and Italians all over the island again, it feels like the Sixties in a good way,” he said, noting even with the Covid-19 imposed restrictions, the island remains a top yacht and luxury tourism spot. Laure Heriard-Debreuil opened her eighth outpost of The Webster – a niche luxury boutique founded in 2009 in …
