Often at Maison Berluti relationships are formed around the language of shoes. While examining shoes, they entertain one another with their plans, fantasies and dreams, and always with a constant glimmer of amusement in their eyes.
“Why not extend such an enjoyable experience therefore?” This was the question behind inventing a club for evening gatherings. It was to be called “Swann” in honour of the Proust hero who epitomised elegance and romanticism. The first soiree was held at the Hotel Crillon in 1992. Olga was joined by twenty friends; the subject – the aesthetics of shoes – was discussed from the standpoint of pure reason. Then the guests went to work – removing tablecloths, taking polishes out of containers, and rolling small squares of fine Venetian linen around their fingers. Now in stocking feet, they placed their shoes on the table and began to massage the leather. A little water for the polish? Heavens, no! Nothing but Dom Perignon would do. Thus, a very untraditional tradition was established.
Luxury is well known, and is nurtured every now and then with excesses.