BOSTON — Almost a dozen Louis Vuitton staffers, flown in from New York and Paris last week, primped the renovated Copley Place store here for its close-up.
They steamed wrinkles from cruise ready-to-wear, arranged shoes just so and polished the brand's signature brass railings and rods.
Today, the new, 7,200-square-foot space — more than double the original size — will launch carrying the brand's entire product range. It is one of Vuitton's biggest U.S. store projects this year, said Daniel Lalonde, president and chief executive officer of Louis Vuitton North America.
"We analyzed some of the business being done by our New England customers in other markets and we understood there is an untapped market," he said. "We are convinced that there is a sophisticated customer with an appetite for right-off-the-runway products."
The unit is designated as a global store — meaning it carries not just leather goods but the full range of branded product for both men and women. It's the 15th global store in North America. The brand has 74 such stores worldwide among its 390 total stores.
Leather goods and accessories are at front, creating a familiar entrance for customers who have patronized the store for the last 20-plus years. Vuitton was one of Copley Place's original tenants when the luxury property opened in 1984. In the center, partitioning walls inset with glass display cases have been erected to create a new, secluded fine jewelry area.
Beyond jewelry, the store opens into new territory — two separate spaces for men's and women's shoes and rtw. In the dressing room, the men's side features zebrano wood, a dark wood rippled with a caramel-colored grain. The women's side is done in a lighter palette, with ivory linen walls. Both the men's and women's sides have lounge areas with modern leather furniture.
Vuitton would not disclose the renovation cost, but the changes are comprehensive. The ceiling was pushed up about 3 feet to create a tray ceiling finished with Venetian plaster squares that mimic the signature Damier print. The 185-foot metal-and-glass facade also has a Damier motif.
Christian Dior, which is on the same floor as Louis Vuitton in Copley Place, renovated and added rtw last year.Lalonde said Louis Vuitton's overhaul is not a competitive response. The brand also opened a store in Natick Collection, outside Boston, last September, a door that Lalonde said is performing "exceptionally well."
Asked whether a recession would cause the brand to scale back this year, Lalonde said the company "is watching how the market is responding....Right now we're sticking to the plan we put in place."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)