Louis Vuitton X exhibition in Beverly Hills invites guests to enjoy famous artworks and outstanding decorations for Instagram snaps.
Louis Vuitton is one of the oldest fashion houses not to go out of style thanks to their cooperation with the leading designers and artists including the likes of Karl Lagerfeld, Rei Kawakubo, and Zaha Hadid. Great artists did not let the house go stale. This time Louis Vuitton decided to make use of digital technologies and made the space of Louis Vuitton X exhibition as attractive for bloggers and Instagram influencers as possible.
The iconic building on Rodeo Drive in Beverly Hills was painted yellow and pink. Ten colourful halls housed over 180 archive artworks 160 of which had been created in cooperation with artists and designers. Some halls reminisce traditional museum spaces with their glass shop windows while other ones were covered in graffiti like urban walls. The upper floor housed a pop-up store decorated with pink palm trees and a yellow dome ceiling.
The exhibition unites the brand’s iconic works from the early XX century’s tailor-made chests and art-deco perfume flasks to bags made by Karl Lagerfeld, Rei Kawakubo, Cindy Sherman, Frank Gehry, and items made in cooperation with Nicolas Ghesquière, Yayoi Kusama, Virgil Abloh, Richard Prince, Zaha Hadid, and other artists.
The exhibition is located at
468 North Rodeo Drive
Beverly Hills, CA 90210
The audience of premium brands is getting younger. Louis Vuitton is not the only fashion house to have started speaking the millennial language. Earlier this year Gucci started communicating with their customers online: now the brand’s clothes may be ordered in an online chat or via email while their podcasts are available on iTunes.
Written by Polina Vorobyova
Translated by Tony Savosin