LOEWE takes Pistachio to Formentera.

LOEWE Perfumes has chosen Dunas de Formentera as the setting for its summer Pistachio activation; a sensory takeover that runs through the end of August on Migjorn Beach.

The pairing makes sense the moment you see it. Dunas de Formentera's raw concrete, weathered wood, and quiet Mediterranean pace provide exactly the kind of environment that LOEWE's approach to fragrance demands; understated, tactile, and deliberately unhurried. This is not a logo placement. It is a considered match between two brands that share a common philosophy: luxury that reveals itself slowly rather than announces itself loudly.

Pistachio as a Creative Starting Point

At the centre of the activation is LOEWE's new Pistachio scented candle, a warm, fresh gourmand fragrance that takes its cue from the green flesh and distinctive aromatic profile of the nut. Ice cream is the imaginative departure point. The candle itself is handcrafted in Spain from natural wax, housed in a glazed terracotta vessel in soft green with the house monogram engraved at its base. The object is as considered as the scent.

Fragrance Woven Into the Space

Throughout the hotel, a tactile installation brings the Pistachio world to life, pistachio notes drifting through shared spaces, mingling with the salt air off Migjorn Beach, creating a sensory identity that belongs entirely to this summer. Guests move through the fragrance rather than simply encountering it. The experience extends to the table too, with Michelin-starred chef Gorka Txapartegi's Mediterranean cooking completing the sensory picture, taste joining scent in a single, coherent narrative.

Formentera is the first chapter. LOEWE will take the Pistachio story to ice cream parlours and patisseries in New York, London, Paris, Shanghai, Tokyo, and Seoul across the season, each stop a different expression of the same aromatic idea.

What makes the LOEWE Formentera activation worth noting is the specificity of the location choice. Formentera is not a high-footfall brand moment — it is a destination for people who already know what they want. Choosing it tells you something about where LOEWE positions its fragrance world: not chasing reach, but deepening resonance with an audience that values the same things the brand does. The world tour that follows will do the volume. Formentera sets the tone.