Louis Vuitton Townhouse @ Selfridge

Louis Vuitton has unveiled its new brilliant store concept: a three-strory Townhouse inside the most democratic luxury department store Selfridges, in London.

The shop-in-shop was designed by the French-born, Japan-based interior designer Gwenaël Nicolas and features work by the British artist Barnaby Barford, who made thousands of ceramic and porcelain flowers, leaves and butterflies, embedded within mirrored walls. “I expected everyone to laugh when I first suggested it,” says Gwenaël Nicolas. But nobody laughed…and so began a four-year project to totally refurbish the shop-in-shop.

The most innovative feature of the Townhouse is the double helix-like structure, that spirals up from the floor, hosting a glass elevator, providing an engaging way for customers to experience Louis Vuitton’s offering.“The new lift alone is a wonderful example of how exciting the customer experience is going to be… The Louis Vuitton Townhouse is, ultimately, a true testament to our on-going commitment to pushing the retail boundaries to constantly amaze and surprise our customers,” said Selfridges managing director Anne Pitcher. “This structure wraps itself around a circular elevator that connects the different Louis Vuitton universes and is a suggestion to the visitor that their journey of the Townhouse is destined to continue upwards,” added Tom Meggle, managing director of Louis Vuitton UK and Ireland. “London, today, is a destination for innovative retail theatre… The Townhouse has a real sense of theatre, designed to surprise the visitor and trigger their curiosity.”

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