LVMH Moët Hennessy • Louis Vuitton S.A., (Paris) has opened a three-story, 10,000-square-foot brand shop in Selfridges’ London flagship.
The concept, known as The Townhouse, unites the entire Louis Vuitton collection under one roof, including the men’s collections by Kim Jones, which had not been carried at the London department store until now.
The new Vuitton store even has its own Oxford Street entrance, right next door Selfridges’ main door.
Main feature of The Townhouse, reports Women’s Wear Daily, is a glass elevator that revolves like a corkscrew inside a double-helix-shaped structure with a stream of floating handbags inside it.
The new unit replaces the original ground-floor Vuitton department, which primarily offered leather goods, travel items and accessories.
“The Townhouse is the UK’s first real shop-within-a-shop experience — with individual street access, accessories, women’s and men’s ready-to-wear collections across three interconnected floors. The journey is both extraordinary and immersive,” Anne Pitcher, Selfridges’ managing director, told WWD.