Inside the new Louis Vuitton pop-up store in Soho displaying Pharrell Williams' debut collection of menswear.
Photo: Brad Dickson
Pharrell’s First Louis Vuitton Menswear Collection Makes Splashy Debut
The dapper array of clothing and accessories is available at visually arresting pop-ups in New York and West Hollywood
The new Louis Vuitton pop-up store in New York's Soho neighborhood. Photo: Brad Dickson
Long considered a fashion trailblazer, music mogul Pharrell Williams made waves last year when he was introduced as Louis Vuitton’s newest creative director for menswear. The collection made its spectacular debut during Paris Fashion Week last June. Now, the Spring-Summer pieces are arriving in stores, and their installation is being met with an equally impressive unveiling.
Opening January 4, a pair of pop-ups in New York and California will display Pharrell’s designs surrounded by a visually arresting scenography that nods to the line’s premiere on Pont Neuf. For the array, the creative multihyphenate drew from a mix of inspirations, including sports and suiting. Reaching into the art work, he also collaborated with Los Angeles artist Henry Taylor, recreating his signature portraits in embroidery.
Inside the new Louis Vuitton pop-up store in Soho displaying Pharrell Williams' debut collection of menswear. Photo: Brad Dickson
In West Hollywood and Manhattan’s Soho neighborhood, new pop-up Louis Vuitton boutiques have opened with gleaming gold trusses that pay homage to the famed Paris bridge, while installed street lamps and architectural details reimagine the iconic design of the famed French capital. A checked motif on the floor celebrates the maison’s classic Damier pattern from the 19th century, which featured heavily in Pharrell’s designs for accessories, jewelry, leather goods, luggage, ready-to-wear, shoes, and trunks.
Inside the new Louis Vuitton pop-up store in West Hollywood displaying Pharrell Williams' debut collection of menswear. Photo: Brad Dickson
In New York, more Paris scenography is ensconced in a second, nearby location open by appointment only, while in Los Angeles, an ethereal display is housed in a secret room concealed behind a massive bookcase. (Only by pulling the correct spine is the passage revealed.) Within each private location, visitors can see a dramatic installation of brightly colored Speedy bags, a design first introduced in 1930 and artfully reimagined for Louis Vuitton’s Spring-Summer 24 collection.
Installation of brightly colored Speedy bags inside the Louis Vuitton West Hollywood pop-up's secret room. Photo: Brad Dickson
The locations, which will remain open through March, are just one of Louis Vuitton’s myriad installations and events crafted to celebrate Pharrell’s debut as creative director. Programming is slated for more than 50 cities around the world, with activations ranging from window displays to “pop-ins and pop-ups.”
Visitors can look forward to a variety of immersive and engaging experiences, such as a multitude of miniature displays that allow guests to play among store interiors or Haussmannian models. Other events will incorporate culinary experiences, DJ residencies, custom collectibles, and more.
Cover: Inside the new Louis Vuitton pop-up store in Soho displaying Pharrell Williams' debut collection of menswear.
Photo: Brad Dickson
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