Great Design at the Louis Vuitton Flagship
Categories: Craft, Inspiration, Travels
I’m still thinking about our recent trip to Paris and especially my first real introduction to the Louis Vuitton brand via the “house” store at 101 avenue des Champs-Élysées. The architectural element is immediately evident in the space created by American architect, Eric Carlson. His design cuts through the interior volumes of the existing structure to create an exceptional multi-level promenade of terraces that literally lead you through the space, fluidly spiraling upward with a traffic flow that beckons you to take in every little detail.
Throughout the store, refined details echo the architectural elements of the Champs-Élysées, suggesting an extension of the avenue inside. The internal tiling, for example, repeats the pattern found on the avenue in the elegant nuances of brown and beige limestone.
France’s Historical monument heritage required the preservation of the building’s Art-Deco façade and the design team cleverly used a mesh to wrap appropriate features on the storefront and within in the same way that Louis Vuitton covers its bags and trunks in canvas, like a metallic second skin. This overlay featuring the emblematic Monogram flower is encrusted with wood, leather, crystal or porcelain and is also used to separate the various shopping spaces.
The interior design is the work of architect Peter Marino. His design is indeed exquisite and speaks to those amongst us who have an affinity for noble and humble materials, such as wood, leather and stainless steel. His finishes are perfect and illustrate the House’s long tradition of craftsmanship and excellence.
The Champs-Élysées store also displays some of the Louis Vuitton presentation concepts, such as the acclaimed luggage lounge or bag bar above which hang a compelling display of vintage trunks, evoking the feeling of bygone times and enduring value. Some pieces still feature the monograms of their previous owners, causing one to wonder if these trunks lived through the old cruise ship voyages from Paris to New York were the rich socialites packed their gowns and jewels in the massive boxes.
I continue to be fascinated by the Louis Vuitton brand; it resonates so strongly with me because of the care placed on maintaining the heritage brand through exquisite attention to detail in every single aspect of the brand, and the creative and inventive purpose behind keeping the brand fresh and modern. The Louis Vuitton store is as much a tourist destination as it is a space for retail transactions. While you may discover the perfect handbag, shoe or accessory, you will also be just as delighted by the visual and tactile voyage presented by this renown brand.
For a quick tour of the space, check out this video.
