The Ultimate Trunk Show on Billionaires’ Row

ALL ITS BAGS are packed, and its ready to go. The Louis Vuitton flagship on Fifth Avenue has moved to a temporary location in the former Niketown building while it undergoes a major renovation. The ambitious project is being developed by Paris-based parent company LVMH Moët Hennessy Louis Vuitton, who most recently completed the renovation and expansion of the Tiffany & Co. flagship on the corner of 57th Street and Fifth Avenue.

Although a transient space, the temporary location is a sight to behold. The store setting offers a total brand immersion in an experiential environment. A mannequin presentation at the entry
next to a stack of hand-painted Louis Vuitton trunks evocative of the Empire State Building is merely a tease for the visual extravaganza to come. There is a breathtaking wow moment as visitors enter a grand five-story atrium where four vertically reaching stacks of the label’s iconic trunks spiral and zig-zag through the space, stretching high to the skylight above.

Mannequins abound throughout the space, with no fewer than 50 of the fabulous forms highlighting everything from cashmere overcoats to silk pantsuits. Also on display are the brand’s iconic trunk, suitcases, handbags and shoes. A complete offering of leather goods is housed on the street level, with a full assortment of the luxury label’s women’s and men’s collections on levels two and three. Not to be missed on the fourth floor is Le Café Louis Vuitton, offering fashionable snacks in a library-like setting and the adjacent chocolatier. Completing the experience is a VIP, by-appointment-only salon on the fifth floor.

The environment offers a tactile experience with textured surface treatments, a polished concrete floor and exposed steel girders. Comfort is the order of the day, with strategically positioned seating arrangements and fine art to further elevate the shopping experience. The spacious five-story emporium is a theatrical selling stage, offering a glimpse of the brand’s history through images, books, a curated collection of period furniture, a wide array of LV trunks, and fine art pieces strategically positioned among the product offerings.

Aware that the construction scaffolding necessary to complete the renovation was a blemish on New York’s fashionable “billionaires’ row,” Louis Vuitton playfully employed memorable and recognizable trunk-themed imagery, wrapping the scaffolding in what appears to be a large-scale stack of LV trunks.

With the grandeur and spectacle of the temporary space, one can only wonder as they wait in anticipation for the unveiling of the renovated Louis Vuitton flagship in approximately three years.

Photography: Eric Feigenbaum
(15 images)