Louis Vuitton elevates the experience of shop-in-shop up to three floors at Selfridges London. Louis Vuitton Townhouse is all set to throw its doors open on 8th November at one of the most sought after luxury department store in the UK.
Touted to be the largest of its kind in Europe, this new Townhouse is estimated to be about eight times the size of LV’s former Selfridges shoppe located on ground floor. Designed by Japanese-based designer Gwenaël Nicola, the colossal three storey space is interconnected by a state-of-the-art circular elevator which gently revolves inside a glass tube. This gigantic spiral structure spins slowly between the floors to offer an interesting way to experience the brand’s versatile collection.
Another highlight of the French fashion label’s latest outpost is the interactive Digital Atelier for personalization. Located on ground floor, the service will kick off as LV’s global debut allowing shoppers to experience the brand’s history, craftsmanship and products via table-mounted multi-touch screens. New collections of leather goods, accessories and travel items along with limited edition leather pieces are displayed against a backdrop of glass artwork and layered fabric walls.
Business of Fashion also reports that Louis Vuitton Townhouse is the only concession on the ground floor of Selfridges to offer seating, along with iPad-wielding sales associates offering personalization services. Also each floor of the Louis Vuitton Townhouse opens onto a corresponding department at Selfridges, allowing the space to easily interface with the rest of the store and draw in relevant consumers.
The first floor woos the male shoppers with in-house Men’s Style Director, Kim Jones’s first full collection comprising of men’s ready-to-wear, shoes and accessories.
At the top, women can indulge in ready-to-wear collection. The walls of this second floor layered with soft fabric and the interiors ooze elegance with glass artworks and an original collection of furniture.
Anne Pitcher, Managing Director of Selfridges says, “At the heart of our collaboration with Louis Vuitton is our desire to create an entirely new customer experience and unique global destination. As you enter this London Townhouse and travel an extraordinary journey through three floors of the Oxford Street store, inspired by a completely fresh architectural approach, you will discover a comprehensive range of products across every category. This is a celebration of our long standing partnership with Louis Vuitton and our mutual desire push the boundaries of shopping beyond anything you have seen so far.”
Tom Meggle, managing director of Louis Vuitton UK and Ireland, states, “Louis Vuitton first opened in Selfridges in 2000 with two concessions offering leather goods and accessories. Over the past 13 years, the Louis Vuitton universe has grown and it was, therefore, time to give the collection in Selfridges room to breathe. We wanted to introduce our full offer of leather goods, accessories, women’s ready-to-wear and, for the first time, a full offer of our men’s ready-to-wear collection.”
The following is a schedule of events at the Townhouse –
Hot-stamping personalization on 8, 9 and 10 November –
Add a personal touch to your small leather goods, wallets or luggage tags with this complimentary hot-stamping service.
Artisan demonstrations on 12 and 13 November –
From leather dying to creasing, discover techniques from Louis Vuitton’s artisan and have a go yourself.
Art-of-packing demonstrations on 21, 22 and 23 November –
Trunk packing is a unique part of Louis Vuitton’s heritage so join us in the Townhouse to discover how to pack your luggage efficiently.
Lastly Shoe shining on the men’s floor on 12 December –
A top London shoe shiner will be in store for one day to shine shoes in the Townhouse.