GUESS has launched three exclusive brand takeover projects in Europe’s most prestigious ski destinations including Cortina in Italy, Zermatt in Switzerland, and Hochzillertal-Kaltenbach in Austria. As part of the takeovers, Guess will be prominent via a unique winter wonderland experience at each location. The resorts will get a facelift with the brand’s 4G logo with snowflakes, a reimagined mountain-inspired triangle logo, and Guess home accessories.
Guess will also introduce a capsule collection of accessories. Exclusive beanie hats in faux fur, a wool fedora hat, and an alpaca-blend scarf complete the collection, paying homage to the mountain destinations of Zermatt and Cortina. In Cortina, Guess will showcase an exclusive Faloria Ski Lift adorned with the latest peony and snowflake motif. The lift ascends to a Guess swing on the mountain top, offering a photo opportunity.

GUESS take over in Cortina 2023-24
In Switzerland, the Matterhorn Express Ski Lift leads to the IGLU-Dorf Village, an enchanting hotel with snow art and a unique ice bar. At The Hoch Zillertal-Kaltenbach ski resort, Guess has rebranded a gondola and transformed the Wedelhütte Lodge and restaurant with the latest Guess décor and home accessories.
Guess CEO, Paul Marciano said “These world-class ski resorts are the epitome of luxury and exclusivity, and the perfect locations to convey the glamorous mood of the Guess brand. Each venue has been curated to create an elevated and immersive brand experience that fully expresses our attention to high quality materials and the careful thought that goes into the design of every Guess and Marciano piece.”
The move follows the success of its Guess-branded luxury beach clubs, launched this summer.

GUESS take over in Cortina 2023-24
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