Louis Vuitton Townhouse at Selfridges

Louis Vuitton opened one of the world’s most impressive retail locations this month in Selfridges London.

Dubbed the Louis Vuitton Townhouse, the new store takes up three floors and features collections of leather goods, watches, shoes, luggage and men’s and women’s clothes, as well as other services such as a Digital Atelier and personal monogramming.

Created by French-born, Tokyo-based designer Gwenaël Nicolas, the Louis Vuitton Townhouse is unlike all other designer stores in its juxtaposition of classic lines, wooden panels and soft lighting with modern flourishes, such as the show-stopping double helix embellishment around the revolving elevator.

It is a bold mixture of technology and design that will make your shopping experience a little more fun and unusual, whilst still conveying the brand’s sense of luxury and timeless style.

Two other artists have also been employed in the design of the flagship: Barnaby Barford and Katsumi Hayakawa. As Louis Vuitton is renowned for its unusual window displays, it should come as no surprise that such diverse artists are part of the interior design of the location. Their contributions can be seen in the form of sculptures crafted from porcelain figures, and wall pieces made from mirrored glass and paper.

In addition, the Digital Atelier provides an unusual take on fashion and technology, which come together to create an interactive table that teaches customers the extensive history and elaborate craftsmanship techniques that the company is so proud of.

Alongside this, customers are offered unique monogram services, with the ability to apply your own stripes, colours and initials on many different items.

With such an ambitious project up and running, one would think that the brand is content for now. Louis Vuitton, on the other hand, never ceases to reinvent itself, and two new locations around London are expected to be developed very soon. Stay tuned on FashionBeans for more details.

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Louis Vuitton Townhouse at Selfridges