The Louis Vuitton pop-up store in Rinascente Milan Piazza Duomo presents an unprecedented concept dedicated to the men’s autumn-winter 2020 collection, designed by Virgil Abloh, artistic director of the men’s collections.
An echo of the setting up of the fashion show at the Jardin des Tuileries, a surreal vision of Heaven on Heart, fills the space of the shop with the traditional tools of the craftsman magnified in sculptures praised as icons of the Maison’s savoir-faire. Made in 40 to 1 scale, a spool of white thread, a needle and a key bearing the engraving 160120, the date of the autumn winter 20 fashion show, together with the Louis Vuitton signature, are the protagonists of the central space and celebrate the craftsmanship, in which the brand has its roots.
The cloud, defined by the artistic director as “a mystical substance that can influence a day beyond the control of the human being”, contaminates every detail of the pop-up: a single intense blue motif interspersed with soft white clouds, decorates the walls and the floor. Even the maquettes that animate the space, created for this concept, have been painted to blend in and become one with the surrounding sky. Suspended around visitors, the clouds look like the ceiling of an ancient chapel or an eternal film set, appear dreamlike and infinite in the sky.
In addition to having the opportunity to be completely immersed in the surreal atmosphere of the last Virgil Abloh fashion show, customers will find an offer of products from the male universe created by the creative director: clothing, bags, accessories, small leather goods and footwear .