Home is where the LV heart is – The new Louis Vuitton Townhouse at Selfridges

GWENAEL NICOLAS SKETCH FINAL (NXPowerLite)Well, its been quite a week for the French Fashion house, of Louis Vuitton, firstly they announce, former Balenciaga creative visionaire, Nicholas Ghesquière as Artistic Director of its women’s collections, with immediate effect. Ghesquière commented at the briefing: “Louis Vuitton has always incarnated for me the symbol of ultimate luxury, innovation and exploration. I am very honored of the mission that I am entrusted with, and proud to join the history of this great Maison. We share common values and a vision. I can’t wait to join the team. Together we will build the future of the brand while preserving its precious heritage.”

Now if that wasn’t enough, today, the gallic luxury uber-brand will inaugurate a new store, the Louis Vuitton Townhouse, located in the renowned department store, Selfridges. Built over 3 inter-connecting floors, the Townhouse follows a new architectural concept by the French-born and internationally acclaimed designer and former RCA student, Gwenaël Nicolas, whose past clients have included Issey Miyake and Lexus.

Through this unique space the brand promise their clientele a unique journey of surprise and discovery, a real dialogue between modernity and tradition inside the largest European department store-based destination. This is achieved by such features as the symbolic spiral structure which rises through the historical building. The ground floor will showcase the new collections of leather goods, accessories and travel items, with a dedicated and interactive digital platform of personalisation – a worldwide first for Louis Vuitton. Crafted glass art pieces become a striking background for the Vuitton leather collections including city bags, luggage and hard-sided pieces as well as the Maison’s iconic special orders and Mon Monogram.

Further into the store, a state-of-the-art circular elevator is revealed, which connects the upper floors. The short journey inside the elevator reveals a head-turning surprise as the glass structure gently spins inside a glass tube, following the movement of the spiral construction and offering an experience like no other. The amber brown patterns which are designed to evoking memories of sunset lights, are the prefect setting, for the first floor presents, for the first time the full Mens ready-to-wear, shoes and accessories collections presented by the in-house mens designer, Kim Jones, and is contrasted by strong patinated glass elements.

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