Louis Vuitton @ Selfridges…

Louis Vuitton

Louis Vuitton steps up a gear in the race for digital domination. Spurred on by Burberry introducing high-tech gadgets and social media treats into their Regent Street flagship store (not to mention being one of the first brands to stream their fashion shows online and allow customers to pre-order directly from the catwalk), Louis Vuitton were in danger of falling behind.

What to do when the competition is killing it… team up with another super brand and build something extraordinary. Selfridges is renowned for pushing the envelope of innovation so the two brands working together is a great match (the brand who gave us steam trains and carousel catwalks with the retailer who installed a plane instore back in 1909). The plan is to create a three-story Louis Vuitton store, filled with Louis Vuitton goodies and the latest technology. Luxe leather accessories will sit alongside a digital screen table. A personalised monogram service will be complimented by an interactive custom order service. Heritage meets savvy technology. I haven’t even mentioned the Willy Wonka style lift that connects the three floors and rotates 360 degrees while travelling vertically. The new store has the makings of Willy Wonka’s Chocolate Factory, a ‘world of pure imagination, take a look and you’ll see it’…. Opening in November.


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