(c) Ian Jindal
Louis_Vuitton_logo

Louis Vuitton – “temporary landmark”

district: Midtown
6 East 57th Street 10022 New York, United States

In a nutshell

Louis Vuitton ramps up our understanding of "Landmark" with two buildings on 5th Ave (one, a gastro-theatrical brand experience, and the other a near-art homage to their luggage). "Bold" is one word!

In their words

"Louis Vuitton unveils its temporary landmark at 6 East 57th Street, New York City, during the 5th Avenue flagship renovation, featuring a café, chocolate shop, and exclusive collection, blending retail, culture, and gastronomy."

Visit Field notes

Louis Vuitton at one point was a retailer. Now, it's becoming a "meta brand", an impressario. It's as if simply selling merchandise can be left to one of the 9 stores on Manhattan - this Landmark store is more of a fabulous experience. I say "fabulous" since story-telling is at the heart of this bravado show of property confidence. Before heading to the store it's worth remembering that this is the company that paid Yayoi Kusama to collaborate on a range of bags, paint their stores, and rolled out a global campaign featuring her work (including installing a life-size animatronic version of her painting in the 5th Avenue windows). This is also the brand that has created a self-mythologising exhibition/gallery in prime Paris rive gauche real estate that is a mix of 'greatest hits' from their archive and a very, very busy gift shop - the LV Dream. So, it is with this exuberance and love of spectacle that they create a "temporary" landmark (in a multifloor, open-core building) just across from their new multi-year development on 5th Avenue. That redevelopment is notable since it's eschewed scaffolding and instead dressed the whole building in a Louis Vuitton trunk, complete with 500lb buckles and metal rivets. The store itself is really a place for tourists to visit and worship, with a focus on experience, gifting and personalisation. We could mention the art on every floor, the architecture, the personalisation stations, the skew towards smash-and-grab trinkets for tourists, the 'gastronomic experiences' (aka cafe and chocolate shop), but the best explanation is simply to get on the escalators and ride to the top of the store and then ride back down. Indeed, there's a 'Disney theme park' aspect to the store. This isn't to denigrate the brand, the products or the wonderful staff. Rather it's recognition that the brand has reached such a state that shoppers have become visitors or admirers, whose pockets are lightened for products, customisation, food and - above all - the 5-second video snippets. After all, when you can buy the product in any number of places, it's more about the venue than the goods.

Other Reading

LAST VISITED

21/11/2024

Added

2024

COMPARE WITH

iQ2hzqHyIMUibjgcd6szyrL-1Mx0xbs1MqyMiWk5zZ4
A flagship, cartoon-like store, featuring tinned Portuguese sardines. The decor is Phileas Fogg meets Circus, and the inescapable reality of canned fish is dressed up as a humorous, gifting experience...
IMG_6595
Confident, swish, if off-the-track setting for this luxury second-hand handbag operation - luxurious lounge meets science lab and robot warehouse. A must-see.
IMG_6428
Casually expensive clothing, with a cool-girl vibe (American Womenswear Designer of the Year 2022, the brand has a direct confidence that is mirrored in the robust, stark yet luxurious flagship store.
lkzJn_oEWBS4djOMnYe9be0lNHx6XHxFzfMxbG9emGk
The flagship is an homage to Brooklyn, with stainless steel, oak and brick. The monolithic kiln-like brick centrepiece dominates the apparel+sneakers+treats destination.

Similar shops

cKV77uuQWIZi1HDEy6Zbuqwhdd8qaJVNZELkiSV7q0E
Flagship-quality store on a corner plot, drawing upon industrial 1970s vibes with Florentine marble and pastel northern-italian palettes.
b48gNR9roCODcshhV9N6bjBHA_hPmDlSin94-Ofz5Ww
Upmarket grocery-focused supermarket with a reputation for quality, taste and good ingredients. This store brings their produce to life as well as showcasing their fishmonger, butchery and food prepar...
IMG_6377
Minimal, spacious, architectural embodiment of a tech-first high-performance athletic footwear brand.
pAPXwTwqoppy2xn3uTYwXvKbcf1u2ptHmHoUt1P23y4
This 2-floor store blends local sourcing, full service, Amazon integration and innovative payments in the burgeoning Hudson Yards area. Best place to see Amazon One (pay with your palm) in NYC.
eR34rLJVrB_p9O5ODz7ucq9Apf1MfLfaYGkuBlFyDXM
Brand-defining chic showroom that makes the car a star, alongside a basement presentation area, a Korean restaurant and rooftop library.
TlGV6LyMNS5lpOvWKmWX5Nj09MDJS9P_hOYh37W3HPk
Samsung goes one further than the Apple Store
Review Your Cart
0
Add Coupon Code
Subtotal