Imagine stepping into a world where fashion meets art, where every corner tells a story of creativity and craftsmanship. This is what Louis Vuitton is offering with its latest global activations, celebrating the launch of the Spring/Summer 2024 Men’s Collection, brilliantly designed by Pharrell Williams. From January 4th, over 50 destinations worldwide will transform into more than just retail spaces; they’ll become immersive experiences. Reflecting on Pharrell’s debut show for Louis Vuitton on the iconic Pont Neuf last June, these installations invite us on a multi-sensory journey. There’s something almost magical about how these spaces in New York City and Los Angeles, and other locations globally, embody the LVERS philosophy – a celebration of diverse global connections united by a shared love for Louis Vuitton’s heritage.
Each pop-up and pop-in is a unique interpretation of the golden Damier chequers, a classic Louis Vuitton motif reimagined under Pharrell’s innovative eye. The decor, inspired by Paris’s historic bridges and streets, creates a bridge from Paris to Pharrell’s home state, Virginia, symbolizing a connection of cultures and ideas.
Imagine walking through miniatures of Paris, with its Haussmannian buildings and iconic landmarks, or experiencing a golden recreation of the Pont Neuf. These are not just stores; they’re storybooks where you’re the protagonist, surrounded by holograms of show looks and interactive installations. The highlight? The Speedy bag, an icon reimagined for the Spring/Summer 2024 collection. It takes center stage in secret rooms and special features, transforming each visit into a journey of discovery. The Speedy “World Tour” – a testament to Louis Vuitton’s innovative spirit – celebrates this iconic bag’s journey from East to West. Commencing with giant real-life inflatable Speedy bags in Chengdu and Shanghai, and a memorable passage down the Huangpu River, the tour evolves into a 24-hour CGI journey in January 2024. Streaming via the Maison’s social channels and in-app filters, it travels from Shanghai to Santa Monica, to New York, culminating in Paris, the heart of Louis Vuitton.
Adding to the allure, visitors to select spaces will receive limited-edition carrier bags, each adorned with the collection’s pixelated Damoflage motif and the emblematic LVERS logo. Echoing the theme, Client Advisors are adorned in bespoke uniforms – Pont Neuf suits in white Damoflage with matching shirts, accented by gilded LVers pins and white LV Trainers. This attire not only reflects the collection’s aesthetic but also pays homage to the live orchestra’s style at the show, tying the in-store experience back to the collection’s artistic roots.Special shout-out to the Louis Vuitton LOVERS at Selfridges in London and the Champs-Elysées Residency in Paris. These places are not just stores; they’re theaters where fashion, music, and art converge. You’re not just shopping; you’re participating in a cultural phenomenon.
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