Maison Mytheresa Opens an Immersive Luxury Experience in St. Moritz

A seasonal retreat blending fashion, culture and connection.

Mytheresa has opened the doors to “Maison Mytheresa”, a new immersive luxury destination and the first concept of its kind in Europe. Launched on the 5th December, the space will run through to 6th April 2026 and is located on Via Serlas 22 in St. Moritz, the resort’s most prestigious shopping street, positioned between Dior and Louis Vuitton.

Rather than operating as a traditional retail space, Maison Mytheresa has been conceived as a private club. The focus is not on transactions, but on connection, offering a place where guests can spend time, engage with the brand and experience the Mytheresa universe beyond the digital platform. Designed by Studio Boum, the space combines elegant interiors with a relaxed, club-like atmosphere. Subtle, cinematic details and curated service help bring the Mytheresa lifestyle to life, creating an environment that feels intimate and inviting rather than overtly commercial.

Throughout its run, Maison Mytheresa will host a rotating programme of exclusive events and brand activations, accessible through pre-registration. Guests can expect trunk shows, private styling appointments, workshops and conversations with industry leaders, positioning the space as a cultural and social hub during the St. Moritz season.

The December programme includes a Max Mara trunk show, a family-friendly gingerbread decorating session and astrology and New Year card readings. January will see a New Year poetry workshop alongside a trunk show from fine jewellery house Yeprem. In February, Aquazzura will host a trunk show with founder Edgardo Osorio in attendance, followed by a Love Letters workshop timed for Valentine’s Day.

With its blend of luxury, community and curated experiences, Maison Mytheresa signals a new chapter in how fashion platforms engage with their audiences, bringing the brand to life in one of Europe’s most exclusive destinations. Will you be visiting? Check out the space below and let us know your thoughts.