Though we might love luxury, some of us hate shopping. The lines, the parking, the pressure, the claustrophobia, all of it. But then one day you're cruising through the idyllic, world-famous hills of Tuscany outside of Florence, where the night prior you did a walking tour that expounded on all things Medici—chunky clouds against blue and rich rolling greens flecked with streaks of golden grasses all around you—and you arrive at The Mall Luxury Outlets.

What is this place? Why does it feel masterfully hemmed into the atmosphere like a centuries-old farm despite its top-shelf finish? Why is it so... chill? Why do I feel like I can gander at the goods but not feel gandered at in return (you know what I'm talking about: watched, even hawked over) by the retail machine? 

It's because The Mall Luxury Outlets are special. And it occurs to you: normal malls are suffocating vortexes where fresh air and sky are foreign concepts. But at The Mall Luxury Outlets, perhaps named cheekily, it's nothing but earth and sky and freshness the moment you leave each boutique. And you're not stumbling into packs of selfie stick-wielding, non-shopping tourists like you might on Rodeo Drive or Avenue Montaigne. 

Anyone here is taking the process seriously. Just as seriously as the team of waiters who will guide you through a multi-course lunch featuring local olive oils, wines, cuts, and techniques. And if you're sleepy or need to slam a Zoom between Gucci and Saint Laurent, there's a quiet lounge with which to do so. And then there's a spa, cigar tasting, mixology and pasta courses, local hiking and truffle hunting to be booked through their Welcome Lounge. 

And somehow...products are discounted? It doesn't make sense, but it does…and certain brands, like I witnessed in the Chloé boutique, pepper in current collections just to make the experience unequivocal to anything out there. 

The Mall Luxury Outlets is not new. Nearly 25 years ago, the concept alighted to international acclaim as The Mall Firenze, forty minutes outside of Florence, and has since seen a second outpost pop up in Sanremo (2019) with The Mall Sanremo, in the northwest of Italy and not far from Monaco. Increasingly fortifying ties with the world's most premiere luxury fashion houses, wherein sometimes they'll do partnered bespoke events or client activities, the destination continues to redefine what it means to explore the world of luxury.

At the helm of this is retail maverick, CEO and General Manager of The Mall Luxury Outlets, Giorgio Motta, who has led the project from startup phase and shows no signs of slowing. 

After returning to LA from Florence, a sprinkle of newly acquired Marni and Fendi beneath my wings (not to mention an exceedingly exceptional trio of chili oil bottles I purchased in the fantastic bistro-adjacent culinary shop), I caught up with Motta to discuss where he thinks we're going as it relates to consuming, why culture (I'm not talking fashion designers; I'm talking Renaissance-era frescos) is critical to The Mall Luxury Outlets' ethos, and what might be future flowering out in the hillsides of Tuscany, and more.

What have you learned about recent changes in consumer desire and behavior in the formation of The Mall Luxury Outlets? 

We've observed a significant evolution in consumer behavior. Today’s luxury consumers seek more than just products. They want meaning, experience, and connection. This insight deeply influenced the offer of The Mall Luxury Outlets from the beginning. We designed spaces and experiences that make visitors take a break, enjoy valuable time and the beauty of the surrounding landscape. 

What is something positive you've heard said about The Mall Luxury Outlets time and time again?
The most frequent comment we receive is about the unique atmosphere. People often say that our luxury malls don’t seem like traditional outlets, not even the most famous shopping areas; they perceive the atmosphere as refined, serene, and thoughtfully curated. They appreciate the balance between elegance, services, and entertainment, as well as the chance to discover top brands in such a beautiful and curated setting.

They also highlight how seamlessly The Mall Luxury Outlets is integrated into the surrounding landscape and local context, enhancing rather than disrupting the natural and cultural beauty of the region. This sense of harmony contributes to making the visit feel authentic and memorable.

In addition, most of our guests are pleasantly surprised by the selection of products in our stores, which reflect both exclusivity and quality. The Mall Firenze and The Mall Sanremo have become destinations where you can find the coveted items you may have missed in full-price boutiques the previous season.

What compelled you to choose the regions / locations for The Mall Luxury Outlets?
We selected regions that are rich in culture, nature, and hospitality so that a visit to our malls becomes part of a wider travel experience. That’s also why we work closely and on a daily basis with tour operators and travel agencies all over the world, to promote our luxury mall alongside a wider experience of the surrounding territory. These two regions are already stunning, and we wanted our retail spaces to feel integrated within their local context. We also select our partners among local businesses, to ensure that The Mall Luxury Outlets is not just located in the region, but truly connected to it. 

How is The Mall Luxury Outlets embracing the modern digital demands of contemporary shopping?
Digital innovation is essential but we’ve learned that people still deeply value personalized and first-hand shopping experiences. We’ve also learned from the pandemic, that the physical distance can sometimes limit those experiences. That’s why we developed a Mail Order service that allows guests to shop remotely, while still being personally assisted step by step by boutique sales associates, ensuring the same level of service and attention as a physical visit.

In addition, we’ve interactive digital totems with themed games, designed to both entertain and make people discover The Mall Luxury Outlets. Through a playful journey, our guests can learn more about our world and earn Coins for our loyalty program The Mall Club. It’s a fun and engaging way to connect with them and bring the physical and digital dimensions together.

What do you feel is inspiring by a visit to The Mall Luxury Outlets?
It’s the sense of escape and feeling welcomed into a world made of beauty, refinement and calm. It's not just about fashion and shopping. That emotional aspect of our guests’ experience is something we’re proud to focus on.

In addition, we constantly introduce new installations, seasonal decorations, and special initiatives to make every visit feel unique. Guests might find refreshing beverages offered on hot days, thoughtful little gifts for children, or simply a detail they didn’t expect that makes them smile. It’s this attention to detail and hospitality that helps turn a day of shopping into a memorable and inspiring experience.

‍How might you like to see The Mall Luxury Outlets grow and transform in the next ten years?
We imagine The Mall Luxury Outlets becoming increasingly recognized as a true travel destination, where guests can do much more than shop. Through us, visitors will be able to access a wider range of curated experiences, from cultural exhibitions to wellness moments, outdoor activities like golf or horseback riding, and connections with the surrounding territory’s hospitality offerings.

Our goal is to position The Mall Luxury Outlets as a place where many different experiences converge, enriching each guest’s journey and making us a key part of a broader, memorable stay. In this vision, shopping becomes one of the key elements of a more complete and emotionally rewarding visit.

What is something that a visitor to The Mall Firenze or The Mall Sanremo might be surprised by?
Many guests are pleasantly surprised by the way they are welcomed. From the very first moment, they feel not like visitors, but like guests we have been waiting for. The attention to detail, the warmth of our hospitality, and the personalized services create an atmosphere where each person feels genuinely cared for. Even children receive a special welcome kit, a small gesture that often leaves them pleasantly surprised.This sense of being personally welcomed and looked after goes hand in hand with the high level of service, on par with full-price boutiques. In some stores, guests can even find a curated selection of current-season items, further enhancing the feeling of exclusivity.

‍What challenges did you face that you did not anticipate in bringing The Mall Luxury Outlets to life?
In such a socially and politically unstable moment, challenges are never lacking—especially for a project like The Mall Luxury Outlets, which represents a reality unique concept in many respects. That’s why everything is unexpected every day, and that’s exactly the beauty of it, because within those surprises lies an opportunity for growth—not only for the company but for the entire team that works passionately every day.