New York is no stranger to fantastical brand activations, but Louis Vuitton’s flagship is a sight to behold, particularly as the first strings of holiday lights go up in Manhattan's retail district. In the midst of a multi-year construction on the building, the brand has outfitted it as a stack of Louis Vuitton's signature monogrammed trunks, complete with fastenings nearly a story high. And while the location is hidden under this veil, the house has opened a new storefront across the street, now its largest in North America.
Not to be outdone, the new location’s facade is decorated with a towering giraffe and ostrich spanning several of the store’s five retail floors. The exterior sets the tone for what lies within: a maximalist blend of design, art, and, of course, fashion. Last night, the space was also filled wall-to-wall with guests—including the likes of Bradley Cooper, Ana de Armas, Cynthia Erivo, Martha Stewart, Jennifer Connelly, and Nina Dobrev.
At the heart of the store is a towering atrium, featuring four monumental stacks of Louis Vuitton trunks, spiraling 16 meters high. This architectural marvel was created in collaboration with OMA’s Shohei Shigematsu, a staple of New York retail. Featuring exposed concrete, plush carpets, and vintage pieces from designers like Charlotte Perriand and Christophe Delcourt, the interiors blend industrial chic with Louis Vuitton’s Parisian sophistication. On the walls are selections from Stephen Sprouse, Takashi Murakami, Yayoi Kusama, and Richard Prince.
On the first floor is an array of leather goods, including a travel room with on-site personalization services. Upstairs, women’s and men’s collections unfold, alongside private lounges and an exclusive high jewelry salon. But it’s on the fourth floor where the new location really sets itself apart: Le Café Louis Vuitton is a Parisian-inspired sanctuary where books and bites coexist.
Shelves brimming with 600 carefully curated titles invite guests to linger while chefs Christophe Bellanca and Marie George craft a dining experience that includes monogram-embossed truffle ravioli and decadent croque sandwiches. Le Chocolat Maxime Frédéric also makes its U.S. debut, offering everything from rich hazelnut bonbons to the playful Vivienne on a Malle—a pirouetting chocolate centerpiece.
No Louis Vuitton opening would be complete without an exclusive capsule collection. This edition pays tribute to New York’s vibrant spirit, featuring standout pieces such as the taxi-yellow Neverfull Inside Out and a series of skyline-adorned Capucines. Last night, guests perused the new offerings with Gotham-inspired cocktails in hand. DJ performances by The Fcukers and Mike D. of the Beastie Boys set the soundtrack for the event. Even as attendees spilled back out into the streets, there was no doubt more than a few would be back this holiday season.
