As the world’s gaze turns to the Winter Olympics in Milano-Cortina, a quietly powerful narrative unfolds high in the Dolomites—one authored by Italian luxury brand Premiata. With its roots deep in artisanal heritage and eyes set firmly on global sophistication, the label launches a long-term project in Cortina d’Ampezzo, intertwining fashion, landscape, and lifestyle in a vision as crisp and compelling as the alpine air.
Premiata has redefined its mountain presence by transforming the iconic Rifugio Scoiattoli into a design-forward lifestyle hub. At 2,255 meters above sea level, the refuge—already a symbol of authentic Ampezzo spirit—now wears the brand’s unmistakable aesthetic.
Custom interiors, tactile tartan textiles in moody blue hues, and carefully curated design elements speak to a refined alpine experience.
The brand’s activation extends beyond panoramic views and altitude. At the Franz Kraler luxury multibrand store in town, Premiata revealed an exclusive capsule collection destined for its Fall/Winter 2026 lineup. The preview also marks the deepening of an alliance with one of global luxury’s most prestigious retailers.
A dedicated in-store area, designed exclusively for Cortina, remains a visual anchor for the brand throughout the Olympic season, grounding its vision in retail excellence.
But Premiata’s signature doesn’t end there. In collaboration with its own enological project, Terrapremiata—a refined expression of the Mazza family’s devotion to Italian savoir-faire—the brand has introduced its wines to both the Scoiattoli refuge and the Enoteca Baita Fraina.
Staff uniforms and wine service form part of the cohesive language shared between hospitality and high fashion. It’s a quiet but persuasive dialogue between the tangible and the aspirational.
Premiata’s evolution in Cortina is both a reflection and a projection: of tradition reimagined, of Italian craftsmanship redefined for the world stage. Cortina d’Ampezzo, under Premiata’s gaze, becomes a living narrative—where elevated design meets mountain mystique.
