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Brief Published: 8 Nov 2013

Louis Vuitton Townhouse, Selfridges


French luxury fashion powerhouse Louis Vuitton has unveiled an extravagant update of its concession space in London department store Selfridges.

The shop-in-shop spans three floors and is connected by a show-stopping revolving glass elevator, created by French-born, Tokyo-based designer Gwenaël Nicolas. It even has it’s own entrance – customers can now enter the space without passing through the main store via a dedicated entrance on Oxford Street.

In a world first for the brand, part of the ground floor of the space has been given over to a digital atelier where customers can create personalised designs on an interactive table and learn about the brand history. See Product Hubs: Experimentation & Co-Creation and In-Store Interactive for more interactive and creative store experiences.

Art – a long-running pre-occupation for the brand – is also essential to the space. The interior features thousands of sculptural ceramic and porcelain flowers created by British artist Barnaby Barford, and a series of handcrafted wall pieces incorporating delicate paper cubes and mirrors by Japanese artist Katsumi Hayakwa.

In another first, the store has dropped the ‘maison’ title traditionally attached to its flagships, redubbing it the Louis Vuitton Townhouse. “While Louis Vuitton is a luxury brand with an unparallelled global reach, The Townhouse at Selfridges has been created with Londoners in mind,” explained Selfridges managing director Anne Pitcher. "For the first time, Louis Vuitton has given a concept an English name, and that is symbolic of a return for the luxury brand to Oxford Street.”

The tactic of tailoring store concepts to specific locations is spotlighted in Specialise to Survive in our Future of the Store Industry Trend. For more on Selfridges’ commitment to creativity as a commercial drive, see Selfridges’ Art Extravaganza and The Selfridges Effect.

Louis Vuitton shares the opening with the launch of fashion magazine Elle’s new content hub #ELLEfashioncupboard.