Louis Vuitton recently unveiled its latest retail location on the prestigious New Bond Street in London. Aside from the fact that it is the new Maison of one of the today’s most successful luxury brands, and that it is located on one of the most elegant addresses in the world of luxury, the VIP opening caused much anticipation as the store was touted to be Louis Vuitton’s most luxurious store to date, a claim that proved to be more than accurate.
The red carpet opening event was streamed live on the Louis Vuitton facebook page (The Art of Travel by Louis Vuitton), and later posted on video platforms such as YouTube. Guests included iconic French actress Catherine Deneuve, Gwenyth Paltrow, Daisy Lowe, Natalia Vodianova, Jude Law, Jerry Hall, Lara Dutta, Kirsten Dunst, Clemence Poesy, and Thandie Newton. Host Alexa Chung interviewed Creative Director Marc Jacobs, and curator of the Louis Vuitton restrospective, British stylist Katie Grand, discussing with them the concepts behind the store in particular, and the brand in general. British architect Peter Marino (pictured below with Kirsten Dunst), who designed the store, was also in attendance, leather-clad as usual.
The Louis Vuitton Maison spells pure luxury in every detail, even beginning with the invitations sent out for the VIP-only opening. The invitations were black and red and very elaborate – invitees could not stop discussing it. The store itself is a step ahead from a typical luxury retail destination. Standing three floors tall, along with a private “apartment” for VIP shoppers, it smells and feels like the highest echelons of refined taste.
In addition to ready-to-wear and accessories, the store also boasts a large bookstore featuring art and photography books, limited edition works and more. During the opening night, a poetry reading was held here, clearly expressing the brand’s love of art, literature, photography, and all things creative. The store itself features pieces of art by notables such as Damien Hirst, Jeff Koons, Richard Prince and Gilbert & George.
In an interview with Dazed Digital, Louis Vuitton VP Pietro Beccari describes the brand’s close relationship to fine art as being part of its heritage. The Vuitton family collected impressionist paintings well in advance of their time and throughout the years, the brand has continued to collaborate with artists, be it Japan’s modern-day Warhol, Takashi Murakami or 80s’ wild-child graffiti artist, Stephen Sprouse.
The Louis Vuitton Maison in London is replete with floating LV planets, large Murakami figurines, moving drawers, and elegantly-dressed and well-trained staff. Store designer, British architect, Peter Marino comes with a track record of luxury retail under his belt, including the original Barneys New York and the Chanel flagship in Shanghai. The designer is a collector of bronze sculptures, a trademark of the Renaissance era; he believes that this, and his early fascination of the baroque era are primarily what inspire him to create appropriate settings for luxury products.
But why did the French heritage brand decide to open its most luxurious store (one that even surpasses the main flagship on the Champs-Élysées in Paris) in London? Mr. Beccari explains that the first Louis Vuitton store outside France was located on London’s Oxford Street, back in 1885. So the city is strongly tied to the brand’s early expansion and its heritage.
Yves Carcelle, Chairman and CEO of Louis Vuitton said that the key intention behind the creation of the New Bond Street store was to give people a luxury experience unlike any other. We would have to agree that this mission has indeed been accomplished, so much so that several high-end London hotels anticipate an increase in business, owing to tourists who will flock to this store.
Louis Vuitton is no stranger to trailblazing. Their unparalleled, new, London luxury home follows the brand’s decision to open a retail location in Ulaanbaator, Mongolia last year, a place where no luxury brand has gone before.
The Louis Vuitton Maison in London is located on New Bond Street W1, London.