The Royal Poinciana Playhouse Unveils First Phase of Reopening with Luxury Retail Announcement
LOEWE, Thom Browne & La DoubleJ Open Boutiques Within the Playhouse’s Retail Storefronts
Palm Beach, FL — March 10, 2025 — The Royal Poinciana Plaza is thrilled to announce the historic and reimagined Playhouse will begin to lift the curtain on its revival with the opening of its first three luxury retail boutiques—LOEWE, Thom Browne, and La DoubleJ. This milestone marks the first phase in the eagerly awaited return of The Royal Poinciana Playhouse as the crown jewel of Palm Beach. Later this year, the Playhouse will welcome two more luxury retailers, the highly anticipated 200-seat waterfront restaurant Tutto Mare, and the cutting-edge cultural arts space, THE INNOVATE, further solidifying its place as a premier destination for fashion, culture, and cuisine.
The openings of LOEWE and Thom Browne continue their successful run following their warmly received seasonal boutiques that delighted the Palm Beach community. La DoubleJ, with its signature vibrant aesthetic, marks the Milan-based brand’s first store in the United States, adding even more joie de vivre to the Playhouse’s luxury offerings. Together, these brands reflect The Royal’s commitment to providing an environment and experience that stands out as entirely distinctive in one of Palm Beach’s most distinguished locations.
“The reintroduction of The Royal Poinciana Playhouse signifies more than just the careful revitalization of a historic landmark; it marks the beginning of a new cultural heartbeat for Palm Beach,” said Samantha David, President, WS Development. “The addition of LOEWE, Thom Browne, and La DoubleJ as the retail foundation of the Playhouse is the start of the next extraordinary chapter for this beloved building.”
Designed by acclaimed architect John Volk, The Royal Poinciana Playhouse is a beloved cultural icon that served as the social epicenter throughout the 1960s and 1970s, hosting Broadway productions, musical performances, and glamorous galas. After lying dormant for two decades, the reopening of The Playhouse honors its storied past while propelling it into an exciting new chapter, complete with dynamic programming and community engagement.