The product offering, as well as the setup, will change several times a year to host special projects and collaborations.
For the project’s debut, the temporary store will showcase Louis Vuitton’s Masters, the accessories collection developed in collaboration with artist Jeff Koons, featuring bags and small leather goods printed with images of paintings by Leonardo da Vinci, Peter Paul Rubens, Jean-Honoré Fragonard, Titian and Vincent van Gogh. The collection was unveiled last April with a dinner at Paris’ Louvre museum. Cate Blanchett, Jennifer Connelly, Miranda Kerr, Léa Seydoux and Michelle Williams were among the event’s 200 guests.
Last January, during the local men’s fashion week, Louis Vuitton opened a temporary store in Milan, located in the arty Brera district, carrying the spring 2018 collection designed by the brand’s men’s creative director Kim Jones.
Louis Vuitton also embraced the pop-up formula at the end of last year to promote its Les Parfums, a collection of seven women’s scents created by in-house master perfumer Jacques Cavallier-Belletrud. Focused on floral notes, the fragrances, corresponding to seven different olfactory journeys, were introduced in September 2016. Traveling temporary shops were opened in the most prestigious department stores in the world, including Printemps Haussmann and Le Bon Marché Rive Gauche in Paris; Harrods in London; Shinsegae Gangnam in Seoul, The Dubai Mall, as well as South Coast Plaza in Costa Mesa, Calif.
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