Paul & Shark hits the slopes with a Cortina ski resort takeover

‘Paul & Shark takes Cortina’ sees the label take over the Italian ski resort, kitting out the town’s ski club and Scoiattoli chalet

Paul & Shark takes Cortina
‘Paul & Shark takes Cortina’ centres around the Italian ski resort’s Scoiattoli chalet
(Image credit: Courtesy of Paul & Shark)

In the heart of the Dolomites, Paul & Shark asserts its presence in the mountains with a project that sees the Italian label leave its mark on the historic ski resort of Cortina this winter. Titled ‘Paul & Shark takes Cortina’, it will see the brand create a miniature winter universe to celebrate its skiwear and outdoor wear in the town, where it has had a store on Corso Italia since 2000. 

Ski season: Paul & Shark takes Cortina

‘Paul & Shark takes Cortina’

(Image credit: Courtesy of Paul & Shark)

Indeed, it’s fitting timing for Paul & Shark to arrive in the locale; in 2026, Cortina will host the Winter Olympics, the Alpine town already being transformed for the occasion. The takeover itself is centred on the Scoiattoli chalet, a historic refuge and local landmark.

Against the decadent backdrop of the powder-covered landscape, white and gold sharks – coupled with the brand’s signature shade of blue – adorn the chalet’s exterior, and also appear in the interior, on placemats, coasters, napkins, cushions and blankets. 

Giant ski mask installation on snowy mountain

(Image credit: Courtesy of Paul & Shark)

Meanwhile, a playful installation in the form of an enormous ski mask frames the panoramic view over the Dolomites.

A partnership with the Cortina ski club serves to showcase the functionality of Paul & Shark garments and accessories; members will wear the brand’s helmets, made in collaboration with Atomic, masks and sweatshirts throughout 2023-2024 winter ski season.

Officially launching on 7 December 2023, the takeover will open with an après-ski party in the mountains and an in-store event – setting the mood for a celebratory season ahead.

paulandshark.com

Paul & Shark takes Cortina

(Image credit: Courtesy of Paul & Shark)
Staff Writer

Tianna Williams is Wallpaper*s staff writer. Before joining the team in 2023, she contributed to BBC Wales, SurfGirl Magazine, Parisian Vibe, The Rakish Gent, and Country Life, with work spanning from social media content creation to editorial. When she isn’t writing extensively across varying content pillars ranging from design, and architecture to travel, and art, she also helps put together the daily newsletter. She enjoys speaking to emerging artists, designers, and architects, writing about gorgeously designed houses and restaurants, and day-dreaming about her next travel destination.

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