Louis Vuitton is going big for Pharrell Williams. On Thursday, the French fashion house announced it will be launching store concepts dedicated to the creative director’s debut collection across more than 50 locations worldwide. The rollout includes colourful activations, takeovers, and pop-ups designed in honour of the Spring-Summer 2024 men’s line. The label has described it as its largest menswear activation to date.
The 13-time Grammy-winning artist was appointed men’s creative director at the label in February 2023. Three months later, his first collection was showcased on the runway at the famous Pont Neuf bridge in Paris. The store concepts take design cues from Pharrell’s debut show, his inaugural collection, and the City of Lights itself.
Stateside shoppers can check out two lavish pop-ups in New York’s Soho district and California’s West Hollywood neighbourhood. Both locations feature the same gold Damier pattern that appeared on the pavement at the runway show. (Williams gave Vuitton’s famous checkered motif from 1889 a modern, pixilated twist for his first collection.) Each store also houses a golden recreation of the Pont Neuf that acts as a metaphorical bridge between Paris and Williams’s home state of Virginia, according to the label. Other signatures of the French capital include riffs on bouquinistes (Parisian bookshops) and takes on Morris columns. You’ll even find a mini model of Paris with classic Haussmannian buildings and iconic monuments.
Over the next three months, more pop-ins will arrive at select LV stores, department stores, and other locations. At Selfridges London, for example, the new “Louis Vuitton Lovers” concept sports a Pont Neuf made from 3D cubes. Shoppers can walk under the arches of the bridge and listen to the show soundtrack featuring “Joy (Unspeakable)” performed by gospel choir Voices of Fire.
In Seoul, customers will be greeted by a mini cart from the show before exploring a culinary animation on the third floor that is supposed to reflect Vuitton’s budding interest in hospitality. The pop-up will also have a photo booth and personalized postcard service. The temporary Paris store on 100 Avenue des Champs-Élysées, meanwhile, spreads across three floors and features its own “dandy club.”
No matter the location, shoppers will be able to buy clothing and accessories featuring Pharell’s Damoflage (camouflage x Damier) print, as well as fresh Speedy bags and other designer pieces. You’ll also receive a limited-edition carrier bag at select stores to commemorate the launch.
