Louis Vuitton celebrates men’s SS24 collection with dramatic pop-up store in Los Angeles

By

Chenu Alexis

Published
Jan 5, 2024

On Wednesday, January 3 in Los Angeles, Louis Vuitton celebrated the activation of a brand-new pop-up. A party attended by friends and celebrities of the French house, including actors Jaden Smith, Dylan Sprouse, Barry Keoghan and Steven Yeun.

An event to be linked with Thursday's announcement of a series of global store concepts activations in over 50 destinations, including West Hollywood and New York for the U.S. market.

At 8,800 Melrose Avenue, at the former John Varvatos store, Louis Vuitton has created a flamboyant theme set-up around the famous Pont Neuf bridge, recalling the location of Pharrell Williams' landmark Paris show last June. 

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"Bedecked in shimmering gold, the interiors feature Parisian-style street lamps and architectural moulding inspired by the storied bridge," said the press release. "A checkered floor nods to the maison's classic 19th-century Damier pattern, which was embraced and reinterpreted throughout the SS24 collection."

The pop-up's star attraction is a secret room hidden behind a gigantic bookcase, accessible only by pulling the right volume from the shelf. Inside, brightly-colored Speedy leather bags seem to float in the darkness, singularly illuminated by spotlights. Originally created in 1930 and a timeless style for the brand, the Speedy reimagined in supple leather is an icon of the SS24 collection.

In addition to the Speedy, signature leather goods like Horizon luggage, Keepalls, Trail Backpacks and Soft Trunks appear in a range of styles originating from the collection such as Damoflage and LV Blason.

"Ready-to-wear pieces reflect the designer's myriad references from sports to suiting," explained the Louis Vuitton team. "Williams was also inspired by the Los Angeles-based artist and painter Henry Taylor, with whom he collaborated on several pieces in the collection that boast miniaturized versions of the artist's portraits replicated in embroidery."

The shoe selection features the LV Trainer, alongside new creations like the Palace Slipper and the Footprint Low Boot. An ample accessories offering includes belts, hats, jewelry and sunglasses. Exceptional pieces like the Speedy 40 Black Tie embroidered with crystals and pearls, and an LV Blason Rolling Truck round out the presentation.

Two separate drops will offer the complete Louis Vuitton men’s universe, including accessories, jewelry, leather goods, luggage, ready-to-wear, shoes and trunks from Williams’s acclaimed debut. 

The West Hollywood location is open to the public from January 4 through mid-March, with the second drop happening on February 8. The pop-up space is the only west coast Louis Vuitton location exclusively devoted to the men’s Spring/Summer 2024 collection.

Launching from January 4, with over 50 dedicated destinations worldwide, the pop-up installations "serve as evolutions of the men’s creative director’s first show for the maison inviting clients to experience the multi-sensorial universe inspired by the collection".