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Brief Published: 17 Jul 2019

Louis Vuitton X: New Branded Experiences

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Louis Vuitton X

As luxury fashion houses continue to supercharge their brand experiences, Louis Vuitton has launched Louis Vuitton X – a summer-long immersive museum experience which showcases the rich history of the 160-year-old brand.

Hosted in Beverley Hills, California, the luxury installation draws on over 180 items from the Louis Vuitton archives to celebrate its famed collaborators and designers, including current artistic directors Nicholas Ghesquière and Virgil Abloh.

Open until September 15, the exhibition comprises nine distinct rooms, each dedicated to a specific element of the Louis Vuitton brand: ‘Art Meets Fashion’, ‘The Monogram as a Blank Canvas’, and ‘Origins: A Tradition of Modernity’.  The retrospective features one-off pieces like Art Deco perfume bottles, early 20th-century special-order trunks, and monogram bags reworked by notable names such as artist Cindy Sherman, architect Frank Gehry, and designers Karl Lagerfeld and Rei Kawakubo.

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Louis Vuitton X
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Louis Vuitton X

Harnessing the lucrative power of the fashion museum experience, Louis Vuitton X’s opening marked the debut of its Artycapucines Collection – which sees six contemporary artists reimagine the iconic Capucines bag. The space also plays host to a pop-up store featuring an assortment of ready-to-wear, accessories, fragrances and books.

The exhibition continues Louis Vuitton’s knack for meshing creativity with commerce. Last month, the luxury house hosted an immersive pop-up installation in Chicago to launch its exclusive, all-orange capsule collection. For more on how luxury brands are expanding the brand experience, see Luxury Fashion’s Open-Source Thinking.

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