‘Louis Vuitton Townhouse’ Opens at Selfridges

By Paul Joseph

Prestigious London department store Selfridges has become home to a 10,000 square foot ‘Louis Vuitton Townhouse’, containing all of the iconic French brand’s collections.

Spread across three floors, the new Louis Vuitton area features a revolving glass elevator inside a double helix, and an interactive “digital atelier”.

Created by French-born architect Gwenaël Nicolas, the Townhouse was constructed with materials such as leather, stone and wood in shades of sand, gold and tortoise shell. It also houses centrepiece features including flower sculptures by Barnaby Barford and a glittering three-way mirror by Katsumi Hayakawa.

Michael Burke, chairman and CEO of Louis Vuitton, said. “We have the concept of the ‘maison,’ which is very Latin. The ‘townhouse’ instead is an Anglo-Saxon concept. The space is welcoming, homey, but there is a sense of discovery and experience.”

On the ground floor customers can sit and explore the historical brand using an interactive screen, enabling them to view the list of products on offer and read about Vuitton’s heritage and craftsmanship. The “digital atelier” also allows them to make wish lists that are automatically transferred to iPads of shop assistants.

The ground floor showcases accessories, the first is dedicated to men’s wear and the second to women’s wear.

The new Louis Vuitton Townhouse will offer an exclusive prelaunch of the spring 2014 Icônes collection, inspired by the French designer and architect Charlotte Perriand, as well as the men’s spring 2014 pre-collection.

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By Paul Joseph