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Louis Vuitton repens its London Maison

Marcus Jaye
24 October 2019

After 14 months behind hoardings the wraps are finally off Louis Vuitton’s new and revitalised "Maison". The French luxury brand’s home since 2010, 17-20 New Bond Street, reopens today. 

Two different buildings have been combined into one new location. The complete reimagining of the space, starting from its reconstructed exterior to its new generation of interiors, was overseen by New York-based architect Peter Marino. 

Louis Vuitton

The store opens with a floor in a Damier check pattern made of Croix Huyart stone and Pierre Bleue du Hainaut marble and a changeable gallery space, where the window displays of New Bond Street are transported inside the store. 

A sweeping double helix shape staircase, working as a sculpture with an offset centre, is crafted in cerused oak. Separated with a glass balustrade, the left leads up to women’s ready to wear on the first floor and the right leads down to menswear on the lower ground. 

Louis Vuitton

The store is interspersed with art pieces such as Josh Sperling’s Bingo Bongo Bango, 2019 and Chris Martin’s Golden Age (for Harry Smith), 2018.
Hung from the double height ceiling are four "Cocoons" by the Campana Brother’s from the Objects Nomades home collection. For the very first time in the United Kingdom, the Objets Nomades collection is available on a permanent basis.

The south wall hints at Louis Vuitton’s origins as a trunk maker with 320 of Marcel Wander’s diamond modules forming a map of the world in signature tanned cowhide leather. The fashion jewellery area has a ceiling made up of 10 Objets Nomades Concertina shades, designed by Raw Edges, suspended from the ceiling. 

Louis Vuitton

New Bond Street is also the only Maison in the world, aside from the Maison Vendôme in Paris, to hold a full high jewellery collection.

The second floor private shopping apartment is now connected with a staircase and lobby covered in a rainbow coloured tape installation by Scottish artist Jim Lambie. Three private shopping suites that can be opened or closed for appointments. These modular rooms showcase Alex Katz’s Louis Vuitton le jeune 2017 and Richard Prince’s Etude pour le Dé lé Louis Vuitton Printemps – Eté 2008, 2007. 

Two exclusive versions of the Dauphine bag are available to celebrate the opening of the New Bond Street Maison, showcasing seasonal bi-colours: burgundy and navy, and dark teal and navy.

George Vuitton, the son of Louis Vuitton, chose London for the House’s first store outside Paris in 1885 and in 1900 relocated to New Bond Street. Originally at number 149 and now across the road at 17-20, London has been home to Louis Vuitton for 134 years.

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