Louis Vuitton’s 57th Street location in New York City has unveiled a fresh store experience, highlighted by unique installations crafted by OMA. Under the guidance of Partner Shohei Shigematsu and Project Leader Jesse Catalano, these artistic interventions aim to forge a cohesive identity that intertwines the store’s spatial dynamics with the rich cultural narrative of the Maison.
The two large-scale installations serve as expressions of a broader architectural vision tailored for Louis Vuitton, utilizing products that embody the brand’s legacy of craftsmanship and innovation. In this NYC store, the design language is adapted to create impressive structures that accentuate the store’s five-story atrium while reflecting the vertical essence of the city.
Shohei Shigematsu, Partner at OMA, shares insights into the installation: “Our display features iconic Louis Vuitton trunks in a whimsical arrangement that instantly conveys the Maison’s heritage and innovative spirit. Designed to complement the central atrium of the temporary store, the four trunk towers blend structural and sculptural elements, familiar in their materials yet strikingly unique in their shape, height, and slenderness due to their distinctly stacked forms.”
Collectively, these installations act as a spatial amplifier, creating an experience that feels both surreal and deeply connected to Louis Vuitton’s origins, inviting visitors to engage with the brand’s storied past in a vibrant new context.
At the heart of the atrium, four towering structures made from the iconic Courrier Lozine 90 trunks soar to an impressive height of 16 meters, embodying both strength and elegance. These trunks are arranged in a variety of configurations, creating a mesmerizing display of shifting, counterbalancing, twisting, and zigzagging forms that captivate the eye.
Each tower is uniquely characterized by the use of different Louis Vuitton canvases, including historic stripes, the classic Monogram canvas, the fresh white Damier Azur, and the striking metallic Monogram. This thoughtful selection of materials communicates the enduring Louis Vuitton codes that have continually redefined this timeless piece throughout the years.
In the rear atrium, a stunning vertical wall rises to 18 meters, constructed from mirrored bags stacked like bricks. This innovative design transforms a fundamental architectural element into a captivating sculpture that reflects the store and its vibrant activities, inviting viewers to engage with the space in a new way.
The arrangement features rows of the beloved Keepall and Speedy bags in various sizes, creating a rhythmic visual effect that draws the eye upward. This dynamic display not only showcases the iconic designs but also enhances the overall aesthetic of the atrium.
Each floor of the retail space opens up to the atrium, featuring a singular Louis Vuitton collaboration bag on display. Oversized photomurals of the bag’s pattern frame the installation, adding an abstract layer to the reflections and providing a dynamic interaction with the sculpture as visitors navigate the vertical expanse of the store.