Louis Vuitton Marrakech: Inside the Mythica Collection’s Luxury Escape

To charm its VIP clients, the Parisian fashion house is now focusing on the experience. Louis Vuitton orchestrated a bespoke getaway in Marrakech, accommodating its guests in the renowned palaces of the Royal Mansour and La Mamounia. From the moment they arrived, the tone was set by stacks of seven-foot-tall trunks transformed into lobby centerpieces, while spa pools were covered with floating floral motifs echoing the brand’s iconic monogram.

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The highlight of the event took place 45 minutes away, in the heart of the Agafay Desert, at the new five-star Kasbah D’If hotel. Guests were welcomed by traditionally dressed horsemen and local female singers before being swept up by the rhythm of Gnawa musicians’ performances. An open-air fashion show facing the sunset then unveiled the jewelry, just before a full-moon dinner lit by bonfires and capped by a spectacular fireworks display.

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Behind this splendor, the “Mythica” collection pays tribute to the journey of the spirit and the craftsmanship of artisans. The brand’s president, Pietro Beccari, recalled the thousands of hours of work required to create these unique pieces, designed to endure across generations. The creations incorporate technical innovations such as fluorescent diamonds that light up under UV rays and complex arrangements of colored gemstones sometimes totaling several hundred carats.