In the heart of St. Moritz, where alpine charm meets international sophistication, Mytheresa has opened a door, both literal and symbolic, onto a more intimate vision of luxury. Welcome to Maison Mytheresa, a hotel-inspired space on Via Serlas, designed not as a boutique, but as a private club. A place where fashion isn’t just worn, but experienced.
Running from December 5th, 2025 to April 6th, 2026, Maison Mytheresa reimagines retail as relationship. Conceived as a curated calendar of happenings, it is less about transactions and more about transformation. Step inside, and it feels like entering a members-only salon, equal parts cinematic and serene. Velvet drapery frames vitrines like theatre curtains, while curated objects and select pieces from Mytheresa’s luxury portfolio provide visual punctuation.
But that’s only the beginning. The soul of Maison Mytheresa is in its programming a rotating series of immersive experiences that place fashion within a broader cultural conversation. December opens with a Max Mara trunk show, followed by gingerbread decorating sessions for families and an astrology night to forecast the new year with cards and cosmic intuition.
January continues the creative dialogue with a poetry workshop, an invitation to put feelings into form, as well as a fine jewelry trunk show by Yeprem, known for its sculptural, luminous pieces. February brings a celebration of elegance and intimacy, as Edgardo Osorio hosts an Aquazzura trunk show in person, alongside a love letters workshop in anticipation of Valentine’s Day, a reminder that true luxury is personal.
Throughout the season, guests can also book private styling appointments, attend intimate talks with creative directors and industry leaders, and discover exclusive capsule collections from Mytheresa’s brand partners.
Maison Mytheresa is not a traditional retail space. It’s a curated environment of ideas, conversations and connections. It’s where a trunk show feels like a salon gathering, and where a workshop becomes a portal to creative play. In every corner, there’s a sense of ease, intimacy and quiet luxury.
The experience comes to life in partnership with Laurent-Perrierand Oona Caviar, adding a refined touch to every toast, every conversation, every pause between discoveries.
Set against the pristine beauty of St. Moritz, with its frozen lakes and modernist hotels, Maison Mytheresa offers not just escape, but entry — entry into a slower rhythm of luxury, one that prizes depth over noise, presence over performance. Because the future of fashion isn’t just digital, it’s relational. And for one season in the Alps, Maison Mytheresa is where that future has found its address.
