Skip to main content

Vuitton Plots Five Pop-ups for Perfume Launch

The installations in Paris, London, Dubai and Seoul are to remain for roughly two months.

POP GOES THE PERFUME: Although it boasts one of the biggest store networks in the luxury sector, Louis Vuitton is also plotting five pop-up units to showcase its return to the perfume business.

The first is slated to debut Saturday at the Printemps flagship store in Paris on Boulevard Haussmann, and remain until Oct. 22. Additional installations are to be unveiled in the following days at Le Bon Marché in Paris; the Black Hall Perfumery at Harrods in London; a wall at Shinsegae Gangnam in Seoul, and the grand atrium of the Dubai Mall.

As reported, Vuitton is set to introduce Les Parfums, a collection of seven women’s scents starting Sept. 1 in some 200 of its stores.

Flowers take center stage in the line of eaux de parfums, developed by in-house master perfumer Jacques Cavallier-Belletrud. Sources estimate the scents will generate 60 million euros, or $67.2 million at current exchange, in retail sales during its first year.