Has Louis Vuitton won the art of 'Popping-Up' for Summer 2022?
Eva Phelan
Senior Creative Producer @Heaps+Stacks | Industry + Trends Consultant | Global Event Production | Event Speaker | Creating Unique Brand Experiences ??
A usual trend in the summer months, luxury brands love to create an opportunity for consumers to interact and engage with their products and brand aesthetic. However, this year Louis Vuitton, one of the world's leading luxury brands, seem to have really focused on their pop-up stores, strategically placing them in European hot-spots and delivering excellent brand experiences that encourage longer stays, learning and escapism.
Located inside the legendary wine merchant, Le Buste et l'Oreille, Louis Vuitton have opened a bookshop featuring their editions based on travel, art and fashion. The Librairie Ephémère Louis Vuitton offers visitors the chance to sip on a glass of while discovering the collection. The combination of?art, culture, the world of the Brand and F&B will provide visitors with a complete immersion, an experience of exchange and above all a memorable journey.
Louis Vuitton have also launched a pop-up bookstore at?Piazza Umberto I, Capri showcasing their City Guide Collection.?Replacing the famous newsstand that has recently moved after over 90 years in business, Louis Vuitton have filled the void for reading lovers with their colourful rainbow coloured City Guide series.
A striking blue Mens F/W 22 pop-up, dedicated to?the latest Virgil Abloh collection?has opened at Nammos Village, Mykonos for the summer months. The collection includes?the “LV Paint Can” bags in a rainbow of 6 different colours, and “This is Not Monogram” pieces - Virgil’s tribute to Louis Vuitton’s signature, with a surrealistic dream-like twist.
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If we didn't already want to visit the French Riviera..... LV have opened a new 40-seat dining spot in St Tropez, offering African and Japanese flavours. Housed at the White 1921 hotel, and headed by Michelin star chef Mory Sacko, the brand's first restaurant opening is a legendary moment for the label and blends Louis Vuitton Luxury with Saint-Tropez escapism.
In Kampen, on the island of Sylt,?Louis Vuitton has presented the new women's Summer Stardust Collection against the unique landscape of this summer destination. The Pop-up is another move from the brand to engage consumers by providing an opportunity to escape and be transported into an idyllic world.
It is evident that multi-sensory experience is now a developing trend and focus of major luxury brands. From restaurants to libraries, these pop-ups are more than one dimensional point-of-sale stores. They offer a complete immersion into the brand and story for consumers and help to fuel a more diverse and engaging brand identity.
Here are some other great Summer 2022 pop-ups from the brand to check out...
Senior Project Manager / Event Producer
2 年Love this Eva!
Associate in the Employment, Immigration and Reward Department at Lewis Silkin
2 年Fantastic article Eva!