Working with Louis Vuitton over the last three years on a fair few different projects including The Art of Packing, The Selfridges Launch and most recently the launch of the new store at Heathrow’s Terminal 5 has been beyond an honour – so to experience Louis Vuitton’s Series 3 exhibition two days before it was open to the public – and mind you, still under construction was quite the treat. The icing on the cake was the fact that creative director and curator of the experience – Es Devlin – was the one to personally take us on a tour.
The beauty of Series 3 is that it enigmatically brings to life the Louis Vuitton existing luxury brand understanding (let’s not forget that LV is one of the few last standing major houses that hasnt experienced commercial dilution compared to its peers), at the same time as opening up the world of Louis Vuitton and the runway show experience (albeit in a rather meta way) to an entirely new audience.
From the architecture of the experience to what each of the rooms represents, attention to detail is at the forefront. Another element of the business that Vuitton has developed progressively and seamlessly is digital – and this is prevalent throughout the entire immersive experience from the laser cutting room through to the digital wallscapes in the immersive runway room.
I don’t want to over elaborate on detail because this is truly something that should be experienced in situ, however what I will say is that as far as luxury immersive experiences go, this is by far the finest and something that any guest of the exhibition will leave with a sincere sentiment of awe. Enjoy some of the behind the scenes preview images below.
All photography: Nik Thakkar
Louis Vuitton Series 3 is now open at 180 Strand, London until October 18th, 2015