Louis Vuitton is expanding its universe with the debut of La Beauté Louis Vuitton, a beauty pop-up in downtown New York. Transforming a SoHo storefront into an immersive design-driven space, the maison offers visitors a first encounter with its long-awaited makeup collections, conceived under the artistic direction of Dame Pat McGrath. Located at 104 Prince Street, the boutique will remain open through the end of the year.
Inside, a lacquered red backdrop sets the stage for the debut lineup: 55 shades of LV Rouge lipsticks, 10 LV Baume balms, and 8 LV Ombres palettes. Guests enter through a curved tunnel animated by nearly 50 digital screens before arriving at a central makeup station shaped like Louis Vuitton’s signature Monogram flower. Mirrored orbs enable virtual try-ons, while glossy Verner Panton chairs invite visitors to sit for one-on-one consultations.
At the heart of the space stands the Beauty Station Trunk, a nod to the house’s heritage of trunkmaking and its spirit of travel. Around the corner, the SoHo Corner installation immerses visitors in shifting light and color that respond to movement, creating a camera-ready experience designed for today’s digital age.
