🔹 Hello, Lake Como.
While half of Lake Como is preparing for San Giovanni festivities, and the other half is preparing to complain about the fireworks, the rest of the world seems busy turning the lake into a lifestyle brand.
Ralph Lauren just borrowed the mythology. Lake Como Edition is selling the younger luxury dream. Thai developers are watching. Hotels are testing branded Microlinos.
The old pitch was views and villas.
The new one is boats, wellness, access, cocktails, football, and possibly a floating micro-home.
Let’s get into it.
-Simona
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🔦 Spotlight: How is the luxury travel shifting?
In the photo: Club on the Lake
What's Happening:
Business of Fashion spoke with Lake Como Edition about how luxury travel is shifting.
Some facts:
Bain says the global luxury market lost 50 million customers between 2022 and 2024, while affluent consumers are shifting spend from products to experiences.
Travel is now a top priority for millionaires globally. Among consumers with at least $1 million in investable assets, 40 percent planned to travel more in 2025, making it their top discretionary spending category.
Wellness and longevity are becoming core luxury features. Edition’s partnership with The Longevity Spa in Lake Como shows that high-end hotels are moving into biohacking, anti-aging and personalised wellbeing, not just spa treatments.
Hotels are borrowing from fashion’s pop-up model. Edition’s “Summer Edition” concept, including its Ibiza activation with El Silencio Beach Club, shows how hotels are becoming lifestyle brands, not just places to sleep.
What does it mean for us?
The big message is that luxury hospitality is becoming less about marble lobbies and more about access, curation, culture, wellness and local identity. For Lake Como, this confirms the direction of travel: the destination is no longer selling only views and villas, but a full high-end lifestyle ecosystem.
What do you think? Reply to this email and let us know.
⭐ In Case You Missed It
✨ Global Mentions
🚤 Ralph’s Boat. Ralph Lauren’s Spring 2027 menswear show leaned straight into Lake Como mythology: boats, old money, and even a fictional “Como Speed Club.
🏨 Edition Effect. Business of Fashion used The Lake Como Edition as part of the story of how Edition Hotels is chasing younger luxury travellers.
🌏 Thai Eyes. Il Sole 24 Ore reports that The Lake Como Edition has caught the attention of Thai developer Sansiri. Another sign that Como is now firmly on the global luxury development radar.
🛍️ Hotels and Travel
⚽ Cup Tickets. Como 1907 opened sales for Football on the Lake and revealed the Como Cup groups, fixtures and travel packages: six clubs, five days, one lake.
🚗 Microlino Hotels. QuiComo looks at Micro Rent’s hotel play: branded Microlinos that turn guest mobility into part of the Lake Como experience.
🌙 FAI Nights. Sere FAI d’Estate is back, with evening openings across Italy and local lake moments including Velarca in Tremezzina and Villa Fogazzaro Roi.
✨ Local Projects and Life
🐾 Trussardi Opens. Trussardi is opening in Como’s historic centre.
🧑🔧 Engineers Reset. Mauro Volontè returns as president of Como’s Order of Engineers for 2026-2030, with a focus on territory, institutions and public visibility.
🏠 Floating Como. My Modern Met featured Lucia, a floating micro-home concept designed for slow living on Lake Como, with recycled materials and lakefront docking points.
✨ Real Estate and Business
🧾 730 Deadline. Idealista explains what happens when your 730 is “a debito”: payroll deductions from July if you have a tax substitute, or F24 deadlines if you pay directly.
💡 Innovation Funding. The Como-Lecco Chamber supports SME projects that work with research organisations on technology transfer and innovation. Applications are closing on 30 June 2026.
📱Trending on Socials:
Il Sereno has been awarded the Condé Nast Traveler Triple Crown
🏠 Real Estate
🏡 2 Room apartment with lake views, Carate Urio ($$): €320K · 70m² ·
3 rooms, 2 bathrooms, balcony with the lake view, garage, fitted wardrobes. Energy Efficiency: A1.
View
🏡 4 Room apartment with island views, Sala Comacina ($$): €695K· 120m²
Communal swimming pool, 2 balconies, garage, Energy Efficiency: B
🏡 Liberty villa, Brunate ($$$): €1.19M· 207m² ·
3 bathrooms, 3 floors, garage, terrace, balcony, private garden.
View
🏢 Businesses for Sale
🏢 Renovated Office, Como Borghi. €349K · 150 m² .
Fully furnished. Waiting room, 2 executive offices, 2 meeting rooms, a relaxation area, and a fully equipped break area with a fridge.⚕Pharmacy for Transfer, Como €55K · 55 m² · Renovated in 2024, Direct street entrance with large display window. Rent - 1600/month.
🐕 Pet Grooming Business for sale, Cadorago. €125K · 92 m² · 15 minutes from Como.
💼 Job Opportunities
💻 Head of Customer Success: Leaf Space (Lomazzo). Rapidly growing scale-up company and a leading provider of ground segment as-a-service (GSaaS) solutions.
🧵 Sales Manager: Textile Sector (Como). 55-75K/year, 5-10 years of experience needed.
📊 Head Of Finance (Carugo). Furniture and design company.
Have a property, business, or job to feature? Submit it here
📅 Events This Week: Jun 26 to Jul 2
Thursday, June 25
🌅 Sunsets in Music at Villa Carlotta · 18:30 · Villa Carlotta, Tremezzina
Friday, June 26
🎆 Sagra di San Giovanni · From 19:00 · Ossuccio / Isola Comacina
🎇 San Giovanni Firework Show · Boat from Villa d’Este, Cernobbio
Saturday, June 27
🍽️ Slow Lunch at Serre · 12:00 to 15:00 · Serre del Grumello, Como
Sunday, June 28
🎬 Villa del Grumello Cinema: Intrecci urbani · 19:30 · Villa del Grumello, Como
Wednesday, July 1
🎭 Una sera all’opera · 19:00 · Parco Sheraton Lake Como Hotel
🍸 Como Lake Cocktail Week · July 1 to 5 · Selected Lake Como venues
Thursday, July 2
🎼 Macbeth · 21:30 · Arena Teatro Sociale, Como
That’s all for this week!
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