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Louis Vuitton has unveiled a series of global store concepts and activations timed to the release of its Spring-Summer 2024 men’s collection by men’s creative director Pharrell Williams. Evolving his June 2023 runway presentation in Paris, it captures the magic of his first show for the maison.
The United States pop-ups bring urban France stateside. In West Hollywood, the sleek Melrose Avenue space marries innovation with the maison’s heritage of refined artistry.
Visitors are immersed in the universe first unveiled on the gilded expanse of the Pont Neuf bridge. The interior dazzles with shimmering gold and Parisian details, conjuring the City of Light through architectural finishes and ambient lighting that casts a warm glow. Chequered floors nod to the house’s vintage Damier canvas, given fresh appeal via Williams’ kaleidoscopic Damoflage reinterpretation.
A trove of Williams’ forward-thinking leather goods, shoes, accessories and ready-to-wear will launch in the fashion sanctuary. Two drops across the season will offer the complete range of men’s products, from reimagined signatures like the iconoclast LV Trainer sneaker to new shapes, such as the Palace Slipper. Exceptional collector’s items include a Speedy 40 Black Tie encrusted in crystals and pearls.
Within the pop-up, a secret room hidden behind floor-to-ceiling bookcases displays some of the most brilliant Speedy bags. Spotlit in near darkness, the precious leather pieces seem to levitate, almost weightless.
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The free-to-enter space runs through March, extending Louis Vuitton’s red carpet welcome to the City of Angels. The grand opening party welcomed the likes of Barry Keoghan, Steven Yeun, Deacon Phillipe, Dylan Sprouse, Nyjah Houston and Jaden Smith.
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Similarly, Louis Vuitton has laid limited-time roots with a Soho pop-up that is also open Jan. 4 through mid-March. Here, New Yorkers can discover the bespoke offerings of William’s men’s SS 2024 collection. There is even a second by-appointment-only location that is a miniaturized Paris, which is home to a secret room of Speedy bags.
Furthermore, over fifty Louis Vuitton stores and temporary spaces are celebrating the collection by transforming into location-specific expressions of the golden Damier chequers. The official arrival of Williams at Louis Vuitton and into our closets continues to be one big party.
The Louis Vuitton West Hollywood pop-up is located at 8800 Melrose Ave 90069. Its New York pop-up is located at 104 Prince St 10012.
See also: Louis Vuitton Names K-Pop Group RIIZE House Ambassadors
Photography by: Brad Dickson; Courtesy Louis Vuitton
