Gelato, But Make It Fashion: Louis Vuitton Scoops Up Italy

Source: CPP-Luxury

Who needs a runway when you’ve got a waffle cone? Louis Vuitton has officially traded handbags for hand-scoops with the opening of its chic new gelato kiosk in Forte dei Marmi, Tuscany. And trust us—this isn’t your average corner gelateria. This is haute gelato, drizzled with luxury and sprinkled with LV’s signature style.

A Scoop of Style Meets Seaside Nostalgia

Forte dei Marmi isn’t just a beach town—it’s Italy’s summer playground for the rich, famous, and fashion-obsessed. Think yachts bobbing off the coast, Aperols at sunset, and boutiques that feel more like art galleries. Now, right next to Louis Vuitton’s store on Via G. Carducci, a forest-green gelato kiosk with LV’s iconic Monogram flowers has popped up like the chicest summer mirage.

It’s more than a place to grab dessert; it’s a photo-op waiting to happen. Every corner screams Instagrammable elegance—nostalgic seaside design reimagined with couture polish.

Flavors That Strut the Catwalk

This isn’t a case of luxury for luxury’s sake. Louis Vuitton teamed up with local gelateria Galliano to whip up scoops that scream dolce vita. The menu offers ten beloved classics—from pistachio to stracciatella—crafted with only the finest ingredients.

But here’s the runway moment: two exclusive LV creations that have fashionistas lining up cone-first.

• Vivienne: A playful mix of Portuguese milk and mandarin swirl, inspired by LV’s cheeky mascot.

• Gaston: Darker, moodier, and indulgent, this flavor nods to Tuscany’s zuccotto dessert with sponge cake crunch and chocolate chips.

Even the cones come crowned with LV-shaped wafers, because yes—even dessert deserves designer details.

Source: Louis Vuitton

Every Detail Screams Louis Vuitton

In true LV fashion, it’s never just about the main piece. The packaging—cups, napkins, even the take-home bags—have been custom-designed, dripping with Monogram flair. It’s luxury branding at its most delicious: you don’t just eat gelato here, you wear the experience (on your Instagram, at least).

Vivienne, The Coolest Mascot in Town

Speaking of mascots, LV’s playful character Vivienne makes her presence felt throughout the pop-up. From flavor names to cheeky illustrations, she turns every scoop into a story. It’s that perfect mix of high fashion and approachable fun—exactly what keeps Louis Vuitton fresh across generations.

The Strategy Behind the Scoop

Why gelato, and why now? Simple: Louis Vuitton understands that luxury today isn’t only about exclusivity—it’s about experiences. By serving something as universally joyful (and affordable) as ice cream, LV breaks down barriers, inviting both die-hard collectors and casual tourists to take a bite of the brand.

It’s immersive marketing genius: while a handbag may set you back thousands, a €5 gelato cone lets you “own” a piece of Louis Vuitton—even if just for a summer afternoon. And in an era where Instagram clout is currency, that cone is worth more than its weight in gold leaf sprinkles.

The Forte dei Marmi pop-up runs from June through September, turning Tuscany’s heatwaves into LV’s runway. Whether you’re strolling the promenade, yacht-hopping, or just trying not to drip gelato on your linen shirt, this kiosk proves luxury can be playful, indulgent, and even a little sticky.

Louis Vuitton’s ice cream stand is more than a summer gimmick—it’s a statement. Luxury doesn’t always need to be locked behind glass or carried on your arm. Sometimes, it melts, drips down your wrist, and gives you a couture brain freeze. And honestly? That’s the sweetest flex of all.

Tthe Uncommon Breed

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