Louis Vuitton London Pop Up

Louis Vuitton have opened the doors of their London pop up for four days only. BDA London went to take a look at what concepts LV's latest artistic director, Virgil Abloh, has to offer the brand and it's customer with its SS19 collection, straight from the runway.

The pop up is a guided show-space come experience, with everyone being paired with a brand guide on arrival to inform and explore the three rooms, two product focus', one based on visual experience and all following the Wizard of Oz theme. It was a really personable experience having a one on one experience, learning more about the brand, collection and designs as the experience progressed. 

Starting the journey on the yellow brick road, the pop up explores both the more traditional elements of the brand and it’s heritage through the monogram and the trunk shaped references, the recent stamp of Kim Jone’s tailoring and how these elements are fused with Abloh’s vision for the brand’s future.

Clothing, shoes and accessories are housed in the LV trunk, featuring colour changing lighting and both front and side facing display. The pieces are available to buy in store as well as on pre order (With the help of your guide) 

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Product print, details and colours referenced Dorothy and her yellow brick road journey across mens and womenswear. 

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Products straight from the SS19 show were housed within outfit builds with an accessories focus on chain bags and transparent holdalls.

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Neon pops and utilitarian elements were explored, especially in the ‘Forrest’ room of the showcase where multiple front packs in more neutral colours were paired with more demure, earthy tones. 

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Our guide was keen to point out the significance of white within the collection, as white is the starting point for Abloh’s work, with white playing a key colour role across ready to wear and accessories for SS19. 

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After the two product rooms, we were shown the 'Waiting area' where you wait for your purchase to be processed. The 280 degree screen featured moving imagery of the yellow brick road, moving sky and changing flowers, continuing the theme to the very end.