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Louis Vuitton, London

Open space complemented by chic fittings give the luxury brand’s new store an air of subtle opulence

Piles of straw and a scarecrow attracted the most attention when Louis Vuitton finally opened its doors last month at the Westfield London shopping centre in White City, west London.

The long-awaited 5,183sq ft store finally opened eight months after the main Westfield London development, filling a large gap in The Village, the centre’s luxury zone. Having received plenty of attention since its soft opening, the luxury brand’s official launch attracted throngs of glamour seekers to its new store with its opulent gold-coloured edging on the curved glass panels of its mall-facing exterior.

But it was a surprisingly non-Louis Vuitton-looking scarecrow that welcomed partygoers at the launch night and remained in the store for the following two weeks. Designed by Turner Prize-winning artist Jeremy Deller, the art installation featured a series of moveable urban gardens, which have now been donated to the Hammersmith Community Gardens Association and local schools.

“Louis Vuitton likes to support artists through these sort of exciting and innovative projects,” says Jean-Marc Gallot, president of Louis Vuitton Europe. “Westfield has brought a lot to this area and we wanted to give something to the local community in terms of nature.”

With the scarecrow gone, only pure chic now oozes from the store with its classic black, white and gold colour scheme. Its corner location, just inside the entrance to The Village, allows for the undulating curves of its striking glass exterior walls to throw clean white light onto the shop floor.

Dominating the ground floor of The Village, the store is divided into four spaces by partial dividing walls. Sunglasses and leather goods are positioned at the front, alongside some of the luxury label’s classic handbags, including the Speedy and Papillon styles, alongside more recent designs such as the Bowling Monogram Etoile and Neverfull. Accessories come next, followed by footwear. Men’s leather goods and accessories are situated to the right of the entrance.

The store has been designed in line with the global concept initiated by New York architect Peter Marino, which has an open-plan and spacious feel. Cream and beige-carpeted areas are divided by wooden floor panelling, while white stucco walls are dominated by high-quality thick aniegre wood shelving and storage drawers.

Freestanding aniegre and glass display cases give key pieces an added art gallery-style exclusivity, which continues through to the eye-level light boxes that run down structural pillars.

Essentials

5,183sq ft Size of the shop floor
Six Number of Louis Vuitton stores in London
155 Years since Louis Vuitton was founded

  • Louis Vuitton Westfield London, Ariel Way, London W12

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