Luxury has always relied on spectacle. For decades it meant dramatic presentations compressed into a short window — fashion week shows, towering billboards, and other displays designed to keep desire just out of reach while broadcasting status to the public.
In recent years, that formula has started to shift. Flashy gestures now risk feeling dated, and the industry has moved toward quieter signals of value: exceptional materials, experience-driven marketing, and brand stories that stay with an audience long after the event ends.
Paul & Shark entered this new landscape with its first resort takeover in Asia. From 19 to 21 September, the Italian brand staged a three-day activation at Pangkor Laut Resort, a private island off Malaysia’s west coast, to present its ocean-inspired heritage in a fresh context.
Guests explored a pop-up boutique set between rainforest and sea, sailed into sunset aboard a Princess Yacht, and joined a tree-planting trek supporting the company’s ongoing conservation efforts.
To understand how Paul & Shark balances heritage with forward-thinking values, Men’s Folio spoke with CEO Andrea Dini.
Paul & Shark has always drawn on the ocean and a spirit of journey, but luxury brands today must be both globally resonant and locally specific. How do you keep that sea narrative relevant in markets where relationships with the ocean differ, from Europe to Southeast Asia?
Our heritage is the foundation of everything we do. The connection to the sea, Italian craftsmanship, and a style built on elegant performance have guided us from the start and continue to set us apart in a crowded market. My role is twofold: safeguarding the past while driving the brand toward innovation and growth. I share the same perspective with my children, who are now part of the company — history gives us direction, but curiosity and responsiveness to the present shape the future.
A clear, authentic story travels on its own. Our identity has always centred on journey, movement, and discovery, with the ocean as a constant source of inspiration. We are present in over 140 countries, and while we make small adjustments in key markets, our core remains the same. The spirit of exploration, the connection to the sea, and Italian craftsmanship are ideas that cross borders. Southeast Asia is a fast-growing, strategic region for us. Even if its cultural ties to the ocean differ from Europe’s, the strength of our story — rooted in authenticity, quality, and the urge to explore — continues to resonate globally.
For a brand born from discovery and adventure, what do you personally value most when visiting a new country?
Every journey is a source of inspiration for me. Travel is a constant process of discovery, and what I value most is the opportunity to connect with people. I’ve learned a great deal from our local partners around the world; understanding their habits, preferences, and traditions has been incredibly enriching.
Each destination offers a fresh perspective and the challenge of creating something that stays true to our brand’s DNA while resonating with local culture. That balance between consistency and relevance is essential and allows the brand to evolve in a way that feels both authentic and forward-looking.
Since opening the boutique at The Starhill in Kuala Lumpur, what has surprised you most about Malaysian consumers?
I’ve been impressed by how sophisticated and knowledgeable Malaysian consumers are about luxury. There’s a strong appreciation not only for the product but also for the values behind it — quality, craftsmanship, authenticity, and a clear brand identity. What stands out most is their growing interest in brands with a genuine story.
Malaysian clients pay close attention to details such as materials and heritage, which makes their connection to Paul & Shark very natural. They understand and value the depth of our DNA and the consistency of our message. Compared to other regions, I’ve also noticed an openness to new collections and limited editions, coupled with strong loyalty once trust is built. It’s a dynamic, evolving market with significant potential for growth.
Why was Pangkor Laut chosen as the site of Paul & Shark’s first Asian takeover, and does the island hold personal meaning for you?
The Pangkor Laut project marks our first-ever takeover outside of Europe, and I’m very proud of it. It’s an extraordinary place that I’ve visited several times, and each visit leaves me impressed by its natural beauty and sense of calm. Choosing this location felt like a natural extension of Paul & Shark’s spirit of journey and exploration.
There is also a cultural link that makes it even more special: Pangkor Laut was a beloved retreat of the great Italian tenor Luciano Pavarotti, which gives the project an unexpected connection to our Italian roots. Malaysia itself is an important market for us. We already operate a flagship store at The Starhill in Kuala Lumpur, and we see strong potential for growth across the country. This takeover is both a celebration of the island’s charm and a statement of our long-term commitment to the region.
From all the places you’ve visited, what is the best beach you’ve experienced, and what makes it unforgettable?
It’s difficult to choose — there are countless extraordinary beaches around the world. But the beach at Pangkor Laut stands out. Its atmosphere is unlike anywhere else, with a natural beauty that feels both calm and powerful. Anyone who has the chance to experience it will leave with the same lasting impression it gave me.
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