Louis Vuitton has made frequent moves since welcoming men’s creative director Pharrell Williams last year, including releasing its first pre-fall men’s wear, holding its first show in Hong Kong, and of course its global strategy of themed pop-up stores. Just this month, 2024 Spring and summer men’s clothing is launched simultaneously in more than 50 stores around the world.
Based on the architectural style of the location and reflecting the spirit of the community, LV replaced boutiques and temporary spaces with a golden Damier plaid pattern, reflecting Pharrell Williams’ view of the sun as energy and promoting universal values, and imagining the space as a new core for the practice of what he created. ——The physical framework of “LVERS” evolved from the concept proposed by Pharrell Williams at the LV debut show held at Pont Neuf in Paris in June 2023.
These installations will last for 1-3 months, including limited-time displays in boutiques (Pop-in), department store pop-up stores (Pop-up), and more extensive residency, with large miniatures in the store. The concept is presented in the form of a model, and visitors can actually operate and interact with it, just like a giant coming to Lilliput. Some spaces will have VIC VIP rooms and “secret spaces” specially set up for exploring Speedy bags, which can only be entered by obtaining an invitation.
LeBron James
LV Louis Vuitton’s 2024 spring and summer men’s January series is officially launched, and it also launches a new season advertising campaign endorsed by NBA star LeBron James.
LV global men’s theme boutique: Selfridges department store window in London
Selfridges department store in London will display in 16 windows the question posed by Pharrell Williams on the show: “When the sun shines on you (also the inscription on the inner plaque of the newly revised Speedy P9: The Sun Is Shining on Us)” ,what will you do?”
LV global men’s theme boutique: Selfridges department store window in London
In the LOUIS VUITTON LOVERS (LVERS) pop-up store in the Corner Shop space on the first floor of Selfridges department store, a Paris New Bridge built of 3D cubes is displayed to echo the camouflage checkerboard Damoflage pixel pattern of the 2024 spring and summer men’s wear series.
Mannequins wearing show-style clothes shine on the golden Damier checkered floor, leading guests into the LV world of Pharrell Williams, while inviting visitors to walk across the arch bridge, while the music installation on the bridge reminds people of the show Field’s original music Voices of Fire “JOY (Unspeakable)” (feat. Pharrell Williams)
Pharrell Williams debuts at Louis Vuitton on Pont Neuf in Paris
LV’s global boutique store strategy launched this month has been replaced with golden Damier plaid pattern floors and installations, which evolved from Pharrell Williams’ LV men’s wear debut at Pont Neuf in Paris in June 2023.
