For its latest collection by Pharrell, Louis Vuitton is unveiling dedicated store concepts across more than 50 locations worldwide, including a pop-up and 16 windows at Selfridges department store in London and a makeover of its permanent pop-up spaces in Seoul and Tokyo (Shibuya). Also included are a temporary location on the Avenue des Champs-Élysées in Paris and a takeover of its New York stores on Fifth Avenue and in Soho. The installations will remain in place for a period of one to three months
In tandem, the brand plans in-store happenings, DJ residencies and food concepts, reflecting Vuitton’s self-described positioning as a “cultural” brand with broad reach across segments including sports, gaming, music and art. The collection release coincides with the launch of a campaign featuring basketball star LeBron James touting Williams’ new interpretation of the Speedy bag, as well as a 24-hour digital world tour of the bag design.
Louis Vuitton LV Lovers Spring Summer 2024 by Pharrell (West Hollywood)
Pharrell’s debut was marked by a gigantic open-air catwalk fashion show in Paris which was the top-ranked of the men’s season, with a media impact value of $42.6 million, according to data research and insights company Launchmetrics. The event broke records by garnering 775 million views on Vuitton’s owned platforms and an additional 300 million video views on press accounts, the brand reported.
The entrance of Vuitton’s temporary residence space at 100 Avenue des Champs-Élysées is covered in a circular gold version of the brand’s signature Damier check pattern, in an echo of the sunray motif on the stained glass invitations for the June show. The store concept also integrates Paris landmarks like the traditional dark-green bookseller stands on the banks of the Seine river, and the Morris columns used to display advertising posters, which date back to the 19th century.
Louis Vuitton LV Lovers Spring Summer 2024 by Pharrell (Paris – Champs Elysees)
The Paris activation spreads across three floors. A basement room is lined with wooden shelves shaped like speakers, in a nod to the recording studio that Williams has installed at the brand’s headquarters. It houses clothing and accessories featuring his new Damoflage motif, a pixelated pattern that splices the Damier check with camouflage, and LVers emblem.
Novelties include portable Nanogram speakers, a sneaker trunk with a transparent front window, and a reusable coffee cup with a golden metallic monogram-engraved straw. On the ground floor, a giant screen broadcasts footage of the show behind a row of mannequins. It is home to accessories including jewelry, featuring gender-fluid offerings such as the brooch with a pearl chain worn by James in the ad campaign.
Louis Vuitton LV Lovers Spring Summer 2024 by Pharrell (Paris – Champs Elysees)
These chime with the “dandy club” on the first floor, an area with pale green walls adorned with an LV coat of arms, dedicated to dressier outfits and exotic leather bags. Visitors will be able to take part in photo calls at a Parisian kiosk and create personalized Louis Vuitton posters, the brand said in a statement.
Other locations will feature variations on the same theme, with Selfridges’ pop-up showcasing a reimagined version of the Pont Neuf bridge made from 3D cubes. Visitors are invited to walk through the arches of the bridge where a music installation broadcasts the show soundtrack, featuring “Joy (Unspeakable)” performed by gospel choir Voices of Fire.
Louis Vuitton LV Lovers Spring Summer 2024 by Pharrell (Paris – Champs Elysees)
The miniature golden recreation of the Pont Neuf is one of two global installation models, with the other consisting of a small-scale reconstruction of Paris buildings and monuments. In Seoul, the launch will be accompanied by an in-store culinary animation, reflecting Vuitton’s growing inroads into the hospitality segment.
In some locations, purchases will be packaged in limited-edition carrier bags featuring the Damoflage motif and LVers logo. Sales associates will wear bespoke uniforms consisting of a suit in a white Damoflage pattern with matching shirt, a gilded LVers pin and white sneakers, matching the looks worn by members of the live orchestra who performed at the show.
Louis Vuitton LV Lovers Spring Summer 2024 by Pharrell
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