Virgil Abloh’s Louis Vuitton Concept Store Boosts Digital Only Men’s Paris Fashion Week

Virgil Abloh’s Louis Vuitton Concept Store Boosts Digital Only Men’s Paris Fashion Week

Two models backstage at the Louis Vuitton Fall Winter 2021 men's fashion show on January 21, 2021.



Photo courtesy of Louis Vuitton

In his first Paris residency for the Louis Vuitton collection Virgil Abloh helms, the men's Artistic Director honed-in on one of the few places left where folks can safely gather; a retail concept store, to celebrate the luxury brand's male universe. But he didn't stop there adding another spot people can safely intermingle – a custom-made outdoor "skate adventure" park as well as connecting fans where they have been the last year, online, with a digital AR experience. Collectively the events were dubbed “Louis Vuitton: A Walk in the Park”. The activations cumulated with the Fall-Winter 2021 collection that laid the groundwork for rich creative marketing material for the retail goods come fall.

House Residency

Interior of the Louis Vuitton men's temporary store in Paris.



Photo courtesy of Louis Vuitton

Earlier this month, the high concept temporary store opened. Based in the former Conforama adjacent to the Louis Vuitton corporate headquarters on Rue Pont Neuf, the space was converted into a colorful journey to discover