Today sees the launch of Louis Vuitton's new Young Arts project, a creative and cultural collaboration between the super brand and five leading art institutions in London. The brand, which is preparing to re-open its New Bond Street flagship store at the end of May, have teamed up with Tate Modern, Whitechapel Gallery, Hayward Gallery, Royal Academy of Arts and South London Gallery (SLG) to promote a new breed of creative art students from across the capital. The three-year program, led by Louis Vuitton and SLG, which also incorporates the help of artists Chris Ofili and Charlie Dark, will enable the chosen youngsters easy access to the museum directors, curators, artists and collectors affiliated with mentioned gallaries. "The Louis Vuitton Young Arts Project will see five panels of young people, all from different areas of London, interacting as part of a peer-led youth forum for the enjoyment and further understanding of art. The five panels, one from each institution, comprise young people aged 13-25 recruited from local borough schools and community youth groups", Louis Vuitton explains.

Kicking off today, the project will also provide artistic workshops for the panels and work towards readying a website with their work. Later on this year, beginning in August, a selection of the young artists will be invited to each art gallery for an intensive, five-day annual Academy, starting at the Royal Academy Schools and Louis Vuitton New Bond Street. At today's launch London Mayor Boris Johnson said: “The project chimes with so much of our work at City Hall to provide positive opportunities for young people and to promote culture in these difficult times. London needs businesses like this to think creatively about what they can give back”. The event was also attended by Yves Carcelle, Louis Vuitton's Chairman and CEO, who thanked Johnson and The Arts Council for their support, saying that LV, "as the leader of the luxury industry, we believe that we naturally have a responsibility to the world around us. Moreover, transmitting savoir-faire and creativity is one of our founding cornerstones. Preserving the past and preparing for a brighter future are fundamental values that have inspired us for more than 150 years. Supporting children and young peoples’ futures are one of our main actions worldwide".

The new Louis Vuitton store opens 28 March, more info HERE. Also keep and eye out for additional LV coverage in Dazed & Confused Magazine, AnOther Man and Another Magazine.