Louis Vuitton in London

Iconic luxury brand re-open New Bond Street store and reinstalls faith in the high-end fashion market with a full range of RTW, accessories and prolific art by Richard Prince and Takashi Murakami

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Louis Vuitton A/W'10 - Photo by Morgan O'Donovan
This Friday sees the official launch of Louis Vuitton’s refurbished New Bond Street store. The luxury brand have long had a strong London presence since its fist British store in 1885, but by pouring time and energy in to modernizing the store, Louis Vuitton have now not only made it one of London’s premier retail destinations, but also the brand’s most luxurious flagship store throughout the world. With its 1,520 square metres of iconic branding and sharp fashion, the store is a strong statement of intent in an economy on the brink of recovery after a period of recession. Yves Carcelle, Chairman and CEO of Louis Vuitton, explains the decision: “London is one of the most important fashion and cultural cities in the world which brings together heritage and innovation. Opening a Maison in London is an expression of our belief and optimism in the future of this city”.

Louis Vuitton once again enlisted the New York-based architect Peter Marino for the store’s overhaul. Marino, who previously have worked with the Champs-Elysées LV Maison, aimed to give customers a feeling of entering a new world when crossing a bridge offering views of a dramatic glass staircase with 23 square meters of glass tread surface, including LED’s to show frequently-changing film and artistic animations that take you from the lower ground right up to the first floor of the store. Marino describes his vision: “The whole concept of London is that we call it the Louis Vuitton Maison: ‘The House of Vuitton’. I would like to make the visitors feel at home. When you come in, there’s a beautiful entrance, part of the home is to relax, part of the home is more formal, and maybe part of the home is where you take off your clothes”.

All Louis Vuitton fans will be able to leave the shop satisfied; the New Bond Street branch stocks all accessories and travel aids that you can ask for, and add to that the full LV range of Ready-to-Wear and this is the end stop on your retail quest. As Dazed Digital has previously unveiled, Louis Vuitton has also launched a creative project aimed at supporting young artists in the capital. Young Arts Project is a three-year plan to nurse London’s next generation painters, artists and sculptors. The scheme was launched a few weeks ago in conjunction with London’s Mayor, Boris Johnson. The new flagship also store bears testament to the label’s strong commitment to the arts; artists such as Richard Prince and Takashi Murakami have both contributed work to the premises, while Chris Ofili and Charlie Dark are involved in the Young Arts Project. As usual, Louis Vuitton has bridged the gap between arts and fashion whilst making sure that you, the customer, is invited to the party.

Louis Vuitton Maison New Bond Street opens to the public on Friday 28th of May. See interview with LV Vice President Pietro Beccari on Dazed Digital later on this week...
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