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What's Behind The Monogram Trunk On The Champs-Elysees? Louis Vuitton's Ambitious Renovation Project

What's Behind The Monogram Trunk On The Champs-Elysees? Louis Vuitton's Ambitious Renovation Project

Louis Vuitton, the French luxury label, is undertaking a major renovation project on a historic building on the Avenue des Champs-Elysees in Paris. The building, formerly occupied by HSBC, is an Art Nouveau-style edifice constructed by Georges Vuitton in 1912. It is located next to Vuitton's flagship store on the famous shopping avenue, which opened in 2005.

The renovation work is part of an undisclosed "new project for the Maison" that Vuitton confirmed exclusively to WWD. The building also serves as the venue for Louis Vuitton's spring 2024 women's fashion show on Oct.2 during Paris Fashion Week. Nicolas Ghesquiere, Vuitton's artistic director of women's collection, has selected many architectural marvels for his destination shows for Vuitton, such as the Louvre and Musee d'Orsay museums.

The hoarding that will cover the building the renovation work will take the form of a monogrammed trunk in wood and aluminum, inspired by ones used by explorers that are now stashed in the firm's archives. Vuitton noted that all the materials employed to create the facade will later be used or recycled.

Vuitton is keeping its precise plans for building under wraps, but a construction permit registered with the city of Paris mentions retail, hotel accommodation and the construction of a basement level and interior courtyard. Some speculate that Vuitton may be aiming to create a mind-bending attraction that will break the luxury mold, as its chief executive Pietro Beccari did with the Dior 30 Montaigne super mega flagship in his previous job.

The renovation project coincides with Vuitton's second collaboration with Japanese artist Yayoi Kusama, who is known for her polka dot motifs and infinity rooms. To celebrate the partnership, Vuitton has given a massive makeover to its Maison Champs-Elysees flagship store, which is now covered with Kusama's dots that dance across the scaled terraces. A giant sculpture of Kusama is also seen peering over the store, as if planting the dots on the building. Floating metal balloons hover the entry hall and more colorful orb details decorate the surrounding floor-to-ceiling display windows.

The Yayoi Kusama x Louis Vuitton collection features clothing, accessories and leather goods adorned with Kusama's signature patterns and shapes. The collection is now available at LV stores worldwide.

Louis Vuitton is one of the most iconic and influential brands in the world of fashion and luxury. With its renovation project on the Champs-Elysees, it aims to reaffirm its status as a leader of innovation and creativity, while paying homage to its heritage and history.


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